What is it?
Stakeholder Mapping is a graphical illustration of how your stakeholders feel towards your change project or program.
Why is it useful?
- Identifies who you need to influence.
- Clarifies what actions you need to take.
- Highlights attitudes, involvement and influence in a simple visual map.
Objective
To identify the scale and scope of stakeholder issues and problem areas in any change process.
When would you use it?
- Early in your project to identify key stakeholder groups.
- Later in the project to evaluate shifts in attitudes and engagement.
What is a stakeholder?
- Anyone who can make or break your change project.
- Four major groups to consider:
- Sponsors – Initiate and own the change requirement.
- Change Teams – Execute the change and design the solution.
- Reference Groups – Provide feedback to ensure the solution will work.
- Users – Benefit from the change (can overlap with other groups).
Rules
- Never print or leave your stakeholder map unattended – it contains sensitive perceptions about people.
- Keep maps confidential, as stakeholders may not agree with your assessment of them.
Process
1. Draw the map
- X axis = disposition towards the project (Against → For).
- Y axis = involvement (High → None).
- Neutral sits at the midpoint of the X axis.
2. Place stakeholders
- Discuss each stakeholder and agree their location on the map.
- Note that two stakeholders may both be involved but hold opposing views (e.g. one supporting, one undermining).
3. Add influence
- Use circle size to show how much influence a stakeholder has.
- Larger circles = greater influence over the project.
4. Add relationships
- Map the connections between stakeholders.
- Positive and negative relationships can be represented (e.g. solid vs broken lines).
5. Analyse and act
- Look for ways to shift skeptical or negative stakeholders towards support.
- Leverage relationships (e.g. a strong supporter influencing a sceptic).
Secret Sauce
- Always know how each stakeholder group feels: supportive, unsure, skeptical or against.
- Your goal is to move influential stakeholders to the top right (actively involved and supportive).
- Use relationship dynamics to shift attitudes.
- Be mindful of the sensitivity and legality of recording individuals’ positions.