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In this episode, hosts Roman Trebon and Kevin Metzger interview Katie Clark, Implementation Manager at PocketHealth, about the critical process of securing internal stakeholder buy-in for major initiatives. Katie shares her expertise on understanding different stakeholder types, generating momentum, crafting compelling messages, overcoming resistance, and celebrating success.

Detailed Analysis

Key Themes:

Importance of Stakeholder Buy-In: Katie emphasizes that stakeholders are the ultimate decision-makers who control resources and project approval. Without their support, projects can stagnate, leading to delays and potential career limitations.
Understanding Your Audience: Katie categorizes stakeholders into three groups: founders (emotional/personal stakes), investors (financial focus), and community (voice of the customer). Tailoring communication to each group's motivations is crucial for success.
Identifying Stakeholders: Leveraging information from the sales process, analyzing job titles, and engaging in direct conversations are effective methods for understanding stakeholder roles and motivations.
Communication Strategies:
- Over-communication and transparency are vital.
- Weekly project updates and milestone celebrations keep stakeholders engaged.
- Adapting communication styles to suit different stakeholders (e.g., data-driven vs. narrative-focused).
- The importance of face-to-face communication, even in remote settings.
Overcoming Resistance:
- Directly asking stakeholders about their concerns.
- Rallying support from initial project champions.
- Creating a sense of urgency to drive action.
Continuous Buy-In: Buy-in is not a one-time event but an ongoing process throughout the project lifecycle.
Transparency in Setbacks: Being open about challenges builds trust and demonstrates adaptability.
Role of AI in Communication: AI can be a supportive tool for improving communication skills but should not replace genuine, personal communication.

Business Insights:

Stakeholder Mapping: Develop a comprehensive stakeholder map at the project outset to identify key decision-makers and their motivations.
Communication Planning: Create a tailored communication plan for each stakeholder group, considering their preferred style and information needs.
Milestone-Driven Approach: Structure projects around clear milestones to facilitate regular celebrations of success and maintain momentum.
Proactive Problem-Solving: Address potential issues early to prevent minor setbacks from becoming major roadblocks.
Cross-Functional Collaboration: Leverage support from various departments to reinforce the importance of initiatives.
Adaptiv

Check out https://funnelstory.ai/ for more details about Funnelstory. You can also check out our full video review of the product on YouTube at https://youtu.be/4jChYZBVz2Y.

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You can also find the CS Playbook Podcast:
YouTube - @CustomerSuccessPlaybookPodcast
Twitter - @CS_Playbook

You can find Kevin at:
Metzgerbusiness.com - Kevin's person web site
Kevin Metzger on Linked In.

You can find Roman at:
Roman Trebon on Linked In.

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