Stakeholder Analysis is a common term in the change management lexicon. It is not a term used with LaMarsh Global Managed Change™.
We believe it is more valuable to separate the two elements of Stakeholder Analysis into the identification of the stakeholders in one tool and the analysis of their issues and concerns and needs into a separate set of documents.
We call the document listing the stakeholders the Key Role Map. It is a list of all groups that will be called upon to change and breaks out any additional roles they play, such as change agents or sponsors in addition to their ‘target’ role.
When building a Key Role Map, we encourage the change management practitioner to keep three critical things in mind:
1. Remember the purpose of this document
Don’t overload this tool with too much data. Use separate tools that use the list of people in the Key Role Map as the foundation to capture the potential or existing resistance of the targets and analyze the willingness and ability of the change agents and sponsors.
2. Start at the bottom
The best way to capture the entire affected population inside the organization is to start at the employee level and work up until you reach the person to whom all impacted targets ultimately report.
3. Look outside the organization
And don’t forget those people who are not part of your organization but who will be called upon to change: union leadership, vendors, customers, even families and communities. Their reaction to the change and possible resistance can be as serious a threat to success as that of the people who work in the organization
The Key Role Map is the foundation of the process to address the threat of resistance. Once the map is built, it triggers the next set of action steps to effectively manage the change.