Build a business plan 101: activate stakeholders
Understand allies ... and how to target those who aren't
Earlier, in Build a sustainability plan 101: identify stakeholders, you mapped out your do-er stakeholders and how you might best engage with them. Now it’s time to do that same step with decider stakeholders. The goal is to is understand who your biggest allies are behind those drivers, and how you might get buy-in from those who aren’t.
Ask yourself these questions about each decider stakeholder:
- Do you have an existing relationship with them?
- If not, how will you develop that relationship?
- Do you think they will be easily open your sustainability plan, or will they require a lot of convincing? (Assign them an “Aligned, Agnostic, Annoyed” label.)
- Are there internal politics you should consider?
- What do they need to do?
TOOL: Activating your decider stakeholders
| Sustainability Plan Do-er Stakeholders | Action(s) Required | Key Relationship Questions |
|---|---|---|
| Stakeholder 1 Name: Richard Davies Title: Chief Procurement Officer Contact info: person@company.com | Needs to be bought-in to engage with suppliers | Describe current relationship with this stakeholder: One of the company’s high-level executives; I see them several times a year at company events |
| Assess how your relationship might be improved: Offer an opportunity to sit down over coffee to discuss the and your sustainability plans | ||
| Assess whether this stakeholder will be open to your sustainability plan or will need convincing. What is their AAA category? “Agnostic.” He will want to be ensured of the feasibility of the collaboration across all external stakeholders, specifically the suppliers involved | ||
| Assess whether internal politics exists: May feel that plans have been made that normally are under their jurisdiction | ||
| Assess how your sustainability plan might align/not align with stakeholders’ values/priorities: CPO’s may prefer working with low-cost suppliers and not care for the social/environmental factors that could alter finances several times a year at company events | ||
| Stakeholder 2 Name: Linda Smith Title: Corporate Responsibility Team Director Contact info: person@company.com | Sets the strategy and budget for the team | Describe current relationship with this stakeholder: She heads my team; she is my first, primary audience. I need to make her look good |
| Assess how your relationship might be improved: Sit down and discuss the similarities between CSR’s environmental goals and business goals to spark collaboration | ||
| Assess whether this stakeholder will be open to your sustainability plan or will need convincing. What is their AAA category? “Active.” She will support sustainability vision but may be dubious of our ability for collaboration among ALL stakeholders | ||
| Assess whether internal politics exists: She will want control over any company sustainability initiative, as those generally fall under their department | ||
| Assess how your sustainability plan might align/not align with stakeholders’ values/priorities: We are aligned, but have different approaches on what needs to happen first. Will need to resolve this |