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, nevertheless it has some fact.

Senior product managers typically type sturdy relationships with the C-suite as they navigate transitional states, undefined aims, and competing stakeholders. A product supervisor’s knack for readability is pivotal in instances of change when CEOs are more vulnerable. In these moments, strain from boards and pushback from staff 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 because of poor change administration. Mismanaging change stays a significant vulnerability for CEOs.

Why Product Managers Make Nice Deputies

Everybody likes a product supervisor. Or, at the least, nobody is threatened by them. That’s as a result of product managers haven’t any authority exterior of the product staff. Their intention is to make sure the product roadmap solves compelling issues and addresses person priorities. To do 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 example, one in every of my purchasers, a for-profit college group, was acquired in a leveraged buyout, and the brand new board ordered staff to digitize decades-old processes. However the board’s steerage was obscure 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 conduct was a practical response to systemic issues that they had no authority to eradicate. I documented these top-down issues, not the stakeholder workarounds, as severe ache factors we wanted 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 Method Key Stakeholders

An skilled product supervisor will construct rapport with stakeholders to establish issues in the beginning of a challenge, negotiate options to these issues, and make sure that the options are viable. This course of requires a sequence of steps that leverage the product supervisor’s tender expertise and a broad array of onerous expertise.


Firstly of a challenge, 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 probably 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 learn the way they perform. Retaining these conferences small ensures that people really feel snug airing grievances, ideas, or anxieties. By the top of the listening part, the product supervisor can have captured vital particulars about every stakeholder’s workflow and constraints.


The product supervisor will then use a device like Miro or 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 reveals employees that different colleagues share their roadblocks and aims. The map additionally facilitates the roadmapping course of in a while, serving to to establish recognized and unknown dangers to the group, from counterproductive workflows to looming disruptions that might have an effect on wholesome enterprise models.

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 need to rent. A great 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 challenge is working easily.


After drawing the map, the product supervisor will begin problem-solving, beginning with every stakeholder’s most easy ache factors. This train ought to yield fast advantages for the group at giant. Nevertheless, keep in mind that the product supervisor mustn’t get too embedded inside a specific enterprise perform, or they threat changing into a part of the dysfunction they’re making an attempt to resolve.

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 could choose representatives from every related enterprise unit (typically proficient however underutilized staff members) to collaborate on the challenge.

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’ aims and processes and consider new buyer relationship administration (CRM) techniques. These representatives would then report their findings to their respective groups.


Mediating amongst stakeholders is probably the most delicate however rewarding stage for product managers. Methods could fluctuate, however my method to mediation is easy:

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

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

  3. Foyer every staff by figuring out the way it will profit from an initiative. If a staff sees no upside to initiatives that inconvenience it, it can choose 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 staff. The ensuing disruption might final for months and closely affect 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 staff, comparable to improved automation options.

  4. Reconvene the stakeholders and supply one or two artistic 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 most suitable choice.

  5. Repeat conferences with particular person stakeholders to solicit suggestions and clarify the plan’s affect on them and their groups. The purpose 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 very 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 features and with many stakeholders may help eradicate 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 scale back many operational silos.

How CEOs Get Misplaced within the Company Fog

The “fog of warfare” is a time period derived from the treatise On Struggle 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, comparable to early-stage startups or extra established firms within the throes of a scale-up or digital transformation. Activist boards demand quick results, whereas anxious staff resist change, combat over sources, or withhold data from management and each other. In the meantime, new practical overlaps and unexpected dependencies add complexity, deepening the chaos.

Within the case of the college group consumer I discussed earlier, educators, directors, and workers 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 rapidly, 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 experiences and board expectations to watch operational trivialities. When efficiency lags, they could exert broad strain, worsening fissures and dysfunction throughout 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 Opponents

After the CEO, the senior product supervisor has probably the most important transverse position inside an organization, developing webs of relationships and influencing tradition and strategic route. This affect can appear threatening to CEOs, notably if the product supervisor strays out of their lane. For instance, an overenthusiastic product supervisor would possibly counsel altering the corporate’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 talent overlap with the CEO and even the COO, it lacks most 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 position’s attraction. However, finally, belief will rely on the distinctive relationship between the CEO and product supervisor, notably in smaller firms. Abilities and expertise are necessary when evaluating a product supervisor, however belief will make the distinction between a counterproductive energy wrestle and a transformative collaboration.