Stakeholder Administration for Product Managers

Greater than 20 years in the past, tech entrepreneur and enterprise capitalist Ben Horowitz wrote {that a} good product supervisor is the CEO of the product. Many product managers disagree with this analogy, however it has some reality.

Senior product managers usually kind sturdy relationships with the C-suite as they navigate transitional states, undefined targets, and competing stakeholders. A product supervisor’s knack for readability is pivotal in instances of change when CEOs are extra susceptible. In these moments, stress from boards and pushback from workers can thwart strategic transformation, risking income and careers. By contracting a generalist product supervisor to handle relationships with stakeholders, CEOs can achieve operational insights and buy-in for merchandise and initiatives in any respect ranges of a company.

Reasons board members removed CEOs; 31% cited mismanaging change.
In a seminal 2015 survey of 1,087 board members, 31% reported ousting a CEO on account of poor change administration. Mismanaging change stays a serious vulnerability for CEOs.

Why Product Managers Make Nice Deputies

Everybody likes a product supervisor. Or, a minimum of, nobody is threatened by them. That’s as a result of product managers haven’t any authority exterior of the product group. Their purpose is to make sure the product roadmap solves compelling issues and addresses consumer priorities. To try this, they have to examine the ins and outs of every enterprise unit, constructing rapport alongside the way in which.

Consequently, stakeholders really feel protected answering questions that might expose vulnerabilities or trigger misunderstandings. For instance, one in every of my purchasers, a for-profit college group, was acquired in a leveraged buyout, and the brand new board ordered workers to digitize decades-old processes. However the board’s steering was imprecise and didn’t make sense in each situation, main some stakeholders to disregard directives or quietly improvise their very own workflows. Had this been found, management would have penalized these stakeholders for going off-script. However their habits was a practical response to systemic issues they’d no authority to get rid of. I documented these top-down issues, not the stakeholder workarounds, as severe ache factors we would have liked to resolve.

A product supervisor makes use of cultural data to map the corporate’s de facto processes, then shares problem-solving suggestions with the C-suite. Right here’s how they go about it.

How Product Managers Strategy Key Stakeholders

An skilled product supervisor will construct rapport with stakeholders to determine issues in the beginning of a undertaking, negotiate options to these issues, and be sure that the options are viable. This course of requires a collection of steps that leverage the product supervisor’s tender abilities and a broad array of onerous abilities.


Initially of a undertaking, the product supervisor will maintain one-on-one conferences to permit stakeholders to talk freely about their ache factors with out the danger of retaliation. If there isn’t time to satisfy with each stakeholder, the product supervisor will goal a subset with essentially the most affect. These stakeholders are sometimes long-tenured managers or contributors who perceive the group’s structural points and function mentors to their colleagues.

Subsequent, the product supervisor will divide groups into small dialogue teams to find out how they operate. Conserving these conferences small ensures that people really feel snug airing grievances, strategies, or anxieties. By the top of the listening part, the product supervisor could have captured important particulars about every stakeholder’s workflow and constraints.


The product supervisor will then use a software like Miro or diagrams.web to map relational workflows, information buildings, and organizational dependencies to launch additional dialogue with stakeholders. This map introduces management to on-the-ground realities and exhibits employees that different colleagues share their roadblocks and targets. The map additionally facilitates the roadmapping course of in a while, serving to to determine identified and unknown dangers to the group, from counterproductive workflows to looming disruptions that might have an effect on wholesome enterprise items.

At this level, some contract product managers will ship a tidy abstract and a few handsome slides earlier than signing off for good. This isn’t who you wish to rent. generalist product supervisor will stick round to collaborate on stakeholder-led options that work and hand off day-to-day troubleshooting to an in-house product supervisor as soon as the undertaking is working easily.


After drawing the map, the product supervisor will begin problem-solving, beginning with every stakeholder’s most simple ache factors. This train ought to yield instant advantages for the group at massive. Nonetheless, keep in mind that the product supervisor mustn’t get too embedded inside a specific enterprise operate, or they threat turning into a part of the dysfunction they’re attempting to unravel.

As a substitute, the product supervisor ought to manage bigger, cross-functional initiatives and implement information-sharing processes to preempt siloing and friction. The product supervisor might choose representatives from every related enterprise unit (usually gifted however underutilized group members) to collaborate on the undertaking.

Suppose gross sales and advertising and marketing want higher alignment. On this case, the product supervisor would possibly maintain a weekly working group with one marketer and one gross sales consultant to prepare their groups’ targets and processes and consider new buyer relationship administration (CRM) methods. These representatives would then report their findings to their respective groups.


Mediating amongst stakeholders is essentially the most delicate however rewarding stage for product managers. Methods might fluctuate, however my method to mediation is straightforward:

  1. Arrange a gathering and embrace all stakeholders who will use or be affected by the product. The invite record ought to embrace the capabilities that different stakeholders are likely to overlook when planning main adjustments. These capabilities fluctuate between organizations however usually embrace customer support, human sources, or finance. Extending invites to as many stakeholders as attainable ensures that nobody derails the product out of self-interest, or fails to undertake the answer in favor of again channels.

  2. Based mostly on the assembly notes, draw a tough map of the capabilities’ overlapping and competing pursuits and priorities to search out factors of commonality and battle.

  3. Foyer every group by figuring out the way it will profit from an initiative. If a group sees no upside to initiatives that inconvenience it, it would decide out or resist. Say the CRM working group decides the engineers should replace the present platform to include new lead technology instruments for the gross sales group. The ensuing disruption may final for months and closely influence advertising and marketing’s efficiency. To get advertising and marketing’s buy-in, the product supervisor should clarify the long-term benefits to the advertising and marketing group, akin to improved automation options.

  4. Reconvene the stakeholders and provide one or two artistic alternate options to the primary proposal in case it fails to realize consensus. If stakeholders can’t agree on an answer, the product supervisor ought to choose one and clarify why it’s the best choice.

  5. Repeat conferences with particular person stakeholders to solicit suggestions and clarify the plan’s influence on them and their groups. The aim is to have blunt discussions that the product supervisor can use to craft a compromise.

  6. Define an motion plan and guarantee stakeholders perceive that their ideas and time are important and can generate worth for the group.

On the finish of this course of, stakeholders will view the product supervisor as a pleasant mediator and begin involving them in common data exchanges. Product managers capable of work throughout capabilities and with many stakeholders might help get rid of inefficiencies and silos all through the corporate.

A chart lists a product manager’s top five skills.
Product managers are expert multitaskers. One generalist product supervisor can cut back many operational silos.

How CEOs Get Misplaced within the Company Fog

The “fog of struggle” is a time period derived from the treatise On Battle by Prussian navy strategist Carl von Clausewitz. It refers back to the necessity of constructing operational choices with incomplete data. This fog additionally develops in altering organizations, akin to early-stage startups or extra established corporations within the throes of a scale-up or digital transformation. Activist boards demand fast outcomes, whereas anxious workers resist change, battle over sources, or withhold data from management and each other. In the meantime, new useful overlaps and unexpected dependencies add complexity, deepening the chaos.

Within the case of the college group shopper I discussed earlier, educators, directors, and employees had been gradual to implement new processes as a result of the processes had been complicated or ill-suited for a selected context. When the board’s new imaginative and prescient didn’t manifest shortly, it fired the CEO. By the point I arrived, the board had changed the complete C-suite twice in a single 12 months, to little impact.

Executives are sometimes too busy managing direct reviews and board expectations to watch operational trivialities. When efficiency lags, they might exert broad stress, worsening fissures and dysfunction inside the firm. An skilled product supervisor can break this vicious cycle by exploring all ranges of the group, gathering data, and organizing initiatives.

Product Managers Are Allies, Not Rivals

After the CEO, the senior product supervisor has essentially the most important transverse function inside an organization, developing webs of relationships and influencing tradition and strategic path. This affect can appear threatening to CEOs, significantly if the product supervisor strays out of their lane. For instance, an overenthusiastic product supervisor would possibly recommend altering the firm’s technique or suggest initiatives exterior the scope of their project. The stress of warding off a rogue product supervisor can lead CEOs to micromanage, slowing decision-making and lowering autonomy all through the group.

CEOs and different C-suiters ought to keep in mind that it’s unlikely a wayward product supervisor has ulterior motives. Whereas the job does have some tender ability overlap with the CEO and even the COO, it lacks lots of the calls for of these roles. Product managers don’t take care of traders or the press like a CEO, or payroll and hiring like a COO, and that’s a part of the function’s enchantment. However, finally, belief will rely on the distinctive relationship between the CEO and product supervisor, significantly in smaller corporations. Expertise and expertise are vital when evaluating a product supervisor, however belief will make the distinction between a counterproductive energy battle and a transformative collaboration.

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