Go-to-Market Stakeholders

When launching internal platform tools within an organization, identifying and involving key stakeholders is critical for the success of your go-to-market (GTM) strategy. Stakeholders are individuals or groups with a vested interest in the tool's development, deployment, and outcome.

They typically include:

• Product Managers: Oversee the tool's development and ensure it meets the business needs.
• Development Teams: Responsible for building and maintaining the tool.
• Operational Teams: Use the tool daily and depend on its functionality.
• Executive Management: Focus on the tool’s strategic alignment with business objectives.
• IT Support and Security Teams: Ensure the tool's technical viability and security compliance.
• End Users: The ultimate recipients of the tool, whose feedback is crucial for practical adjustments and improvements.

Importance of Involving Stakeholders

Involving stakeholders throughout the GTM process is essential for several reasons:

1. Alignment with Objectives: Ensures the tool aligns with broader business goals and user needs.
2. Resource Allocation: Helps secure the necessary resources and support from different parts of the organization.
3. Risk Mitigation: Early identification of potential issues or resistance, allowing for preemptive solutions.
4. Enhanced Adoption: Stakeholder input can guide user-friendly designs and functionalities, promoting wider acceptance and smoother integration.
5. Continuous Improvement: Ongoing feedback helps refine the tool, enhancing its value and effectiveness over time.

Engaging Stakeholders Throughout the GTM Process

Regular Communication: Maintain open lines of communication through regular updates via email newsletters, meetings, or digital dashboards. Setting a routine schedule, such as bi-weekly or monthly updates, keeps stakeholders informed about progress, challenges, and next steps.

Active Feedback Collection: Use surveys, focus groups, and one-on-one interviews to gather detailed feedback. Digital tools like feedback forms embedded within the tool itself can also be effective. Be proactive in seeking out stakeholder opinions and concerns, which are invaluable for iterative development.

Utilizing Stakeholder Feedback

Action on Feedback: Create a structured process to review and prioritize feedback. This might involve regular review sessions with the development team to discuss feasible changes and improvements based on stakeholder insights.

Addressing Concerns and Suggestions: Take stakeholder concerns seriously by addressing them directly in your updates and showing how feedback is being integrated into the development process.

Influencing Product Development: Integrate stakeholder feedback into the product roadmap and show how their input has directly affected feature enhancements, bug fixes, and user experience improvements.

Stakeholder Engagement Checklist

1. Identify Key Stakeholders:
   Product Managers, Developers, IT, End Users, Executive Management.
2. Develop Engagement Plan:
   • Define objectives for each stakeholder group.
   • Determine the frequency and modes of communication.
3. Establish Communication Channels:
   • Set up regular meetings, newsletters, and digital forums.
   • Use collaborative tools for real-time feedback and updates.
4. Conduct Initial Briefing:
   • Share the vision, objectives, and timeline of the tool.
   • Outline the expected benefits and potential impacts on various teams.
5. Gather Initial Feedback:
   • Understand stakeholder expectations and concerns.
   • Incorporate feedback into the development process early on.
6. Provide Regular Updates:
   • Bi-weekly or monthly updates on development progress.
   • Changes in project scope or timeline.
7. Solicit Ongoing Feedback:
   • Regularly ask for input on specific features and usability.
   • Adjust development based on feedback to ensure alignment with user needs.
8. Implement Feedback Loops:
   • Integrate suggestions and improvements suggested by stakeholders.
   • Show how feedback has been addressed in product updates.
9. Measure Engagement Levels:
   • Track participation in feedback sessions, surveys, and meetings.
   • Assess the responsiveness to communications.
10. Review and Refine Engagement Strategies:
    • Regularly evaluate the effectiveness of engagement strategies.
    • Make necessary adjustments to improve stakeholder interactions.

Questions to Engage Stakeholders

• Understanding Needs and Expectations:
  • What are your main goals for using this tool?
  • Are there specific features you believe are essential for your daily operations?
• Feedback on Tool Functionality and Usability:
  • What do you like most about the current tool?
  • What changes or features would you suggest for the new tool?
• Communication and Updates:
  • Are the updates and communications clear and useful?
  • How can we improve our communication with you regarding tool updates?
• Concerns and Challenges:
  • What are your major concerns about transitioning to the new tool?
  • Do you foresee any challenges that might hinder your adoption of the tool?
• Evaluation of Engagement Efforts:
  • Do you feel adequately involved in the development process?
  • What can we do to make you feel more engaged or heard?