Every project has unique challenges. These can range from simple ones, such as finding the right color for a new logo; to much more difficult challenge, like taking a brand that only sells offline to full eCommerce capabilities.
That said, one of the biggest challenges we encounter at BFM during web design and marketing projects is having multiple stakeholders, each with their own distinct objectives they’d like to achieve.
It’s All About the Process
Whether you’re a multi-national corporation, a local university, or a family-owned business, members of your team are going to have different goals. For example, a c-suite member needs to meet revenue goals, whereas a marketing director has specific KPIs in mind, while a sales manager needs an increase in leads.
It can all be very complicated if you don’t have a process in place. To overcome this challenge, BFM developed a process to meet unaligned stakeholder objectives and make delivering on expectations easier. Because without an actionable process, challenges like these can be a recipe for disaster.
Here are the three key tactics we use to solve for this kind of problem:
- Identify individual stakeholder goals from the beginning
- Use a project governance methodology (like the DRIVE process) to streamline goal delivery
- Schedule each project team members’ involvement upfront so expectations for feedback and turnaround time can be set effectively
A Case Study on Managing Goals for Multiple Stakeholders
During a recent website refresh for Workfront, BFM was tasked with meeting objectives for three separate marketing teams who had different KPIs. These included goals for the internal development team, who would be managing the site post-launch; the website management team, who was responsible for handling content and the digital brand; and the executive team, who approved the overall budget.
Knowing each of these teams had different perspectives on rebuilding the site, and ultimately different objectives, we employed our process from the start.
Step One: Identifying Goals
Through stakeholder interviews, we asked each team to state the goals they’d like to achieve with the new website, and what these goals meant to Workfront’s success. To get there, a few of the questions we asked were:
- Does the key executive need to show a refreshed brand due to upcoming corporate initiatives?
- Do sales team members need a specific number of leads from the site to fill their funnel?
- Does the corporate marketing team need a more efficient digital platform to publish content and reduce their weekly effort in managing the site?
As expected, the answer to all these questions was “Yes!” – and for good reason. They are, after all, meaningful goals. So, our job was to help Workfront accomplish these goals with a simple, streamlined approach that took into account the costs of achieving them.
Step Two: Ensuring Proper Governance
After outlining each team’s goals for the redesign, we set up a governance model to help define roles on the new site. At BFM, we use a DRIVE methodology as our primary model, particularly on complex projects.
To ensure roles are clearly defined, and the right teams (and people) oversee their strengths and responsibilities, we assign team members to key roles based on where they fit best as:
Input providers during the decision process
Veto power over decisions
Whether Education is needed after a decision is made
By defining roles and responsibilities, the DRIVE approach serves a few key functions. First, it helps team members know if they have decision-making power, or if they should use their insights to provide recommendations. Next, it helps encourage high-level executives to give valuable input, but leave decisions to appropriate team members – essentially building trust that project goals are in focus.
Step 3: Keeping Stakeholders Engaged
As part of executing a successful project plan, it’s important to schedule stakeholder time throughout the project to gather key input. While early stakeholder interviews laid the strategic groundwork for the project, BFM needed to ensure Workfront’s teams ready to tackle their assigned tasks.
Knowing this was essential, we made sure to let our client’s teams know what input would be needed, how much effort it would take, and scheduled key pre-planned dates to gather and deliver this information. As a result, we were able to outline the day-to-day tasks each team would need to complete pre- and post-launch to achieve their goals.
By following our process, which included strictly adhering to the proven DRIVE governance methodology, we balanced the needs and goals of each team against the overall budget to reach project success.
With a strong governance model in place, and the process to support it, any team can handle complex digital projects smoothly and with great efficiency – without the headaches of having too many cooks in the kitchen.