The Gold Sheet Series: Maximising Internal Stakeholder Engagement – Part 2

Intro

In my role as a national account manager for Programmed, I am constantly challenged to secure buy-in from within our organisations. Managing key accounts on a national scale poses various challenges, and one way we address these challenges is through strategic account management plans. Whether it’s an upcoming project or day-to-day business, organisations that can effectively analyse, develop strategies, and align organisational resources aim to build long-term relationships that create value for both the client and the organisation (Leischnig et al., 2018). The Miller Heiman Large Account Management Process (LAMP) is a strategic framework designed to help organisations manage and grow their most important customer relationships. The LAMP focuses on identifying opportunities within key accounts, developing tailored strategies to address customer needs, and fostering long-term, mutually beneficial partnerships. This series presents eight key areas to help you better understand and engage with internal stakeholders to help you and your team achieve project, customer, or organisational goals.

Part Two

Welcome to the second instalment of my three-part series designed to transform how you engage with your internal stakeholders. Are you ready to elevate your internal communication and collaboration?

In Part 1, we explored why understanding and valuing your internal stakeholders is crucial. We delved into practical strategies for engaging your team and shared tips on effectively communicating your vision.

In Part 2, we dive deeper into defining roles and responsibilities effectively. This step is crucial for fostering collaboration and teamwork. Clear roles ensure that everyone understands their contributions, reducing confusion and increasing efficiency. We'll explore how to set these roles clearly and the benefits of doing so for your organization.

Stay tuned for Part 3, where we'll take it even further. You’ll learn how to implement feedback that drives improvement, effective training strategies, and ways to celebrate your team’s successes.

Let's get started!

Transforming Internal Stakeholder Engagement

Define Roles and Responsibilities

Visualize Clarity: Picture a detailed map that clearly outlines every team member's tasks and expectations. How confident are you that your team members know their unique contributions? A well-crafted roles and responsibilities matrix, as shown in Figure 2, eliminates guesswork and ensures everyone is on the same page. Are there any areas where roles currently overlap or seem unclear? By developing this matrix, you can ensure there is no overlap and that all critical functions are covered. According to Role Theory, clearly defined roles and responsibilities reduce ambiguity and increase efficiency.

Create Robust Documentation

Develop Job Aids: How often do your team members need to refer to process guides or checklists? Creating clear documentation and job aids, including detailed process guides, checklists, and FAQs, can be a game-changer. Implement a RACI matrix (Responsible, Accountable, Consulted, Informed), see Figure 2, to outline who is responsible for what, who is accountable for outcomes, who needs to be consulted, and who should be kept informed. How would this level of clarity improve your team's performance and accountability?

Streamline Onboarding

Engage New Team Members: How effective is your current onboarding program? Implement a comprehensive onboarding program for new team members that educates them on the LAMP process and their specific roles. How quickly do you think new hires would become productive with a clear understanding of their responsibilities from day one?

Figure 2: RACI Matrix Example

Source: Klingenberg et al. (2024)

By taking these steps, you can create a well-defined structure that boosts efficiency, enhances collaboration, and ensures every team member knows exactly what’s expected of them. Ready to redefine your team's roles and responsibilities? What’s the first step you'll take to start this transformation?

Foster Collaboration and Teamwork

Cross-Functional Teams: Imagine teams where members from different departments come together to tackle specific aspects of the LAMP initiative. How much more innovative and effective could your solutions be with diverse perspectives? By forming cross-functional teams, you enhance problem-solving and encourage a richer exchange of ideas.

Form cross-functional teams that bring together members from different departments to work on specific aspects of the LAMP initiative. Collaboration and teamwork are essential for success and can be understood through Social Exchange Theory, which posits that relationships are built on reciprocal exchanges (Mora Cortez & Johnston, 2020). How can fostering a collaborative environment enhance positive interactions and mutual support within your team?

Leverage Technology: Are your current communication tools maximising your team's potential? Utilise collaborative tools like Slack, Microsoft Teams, and Zoom to streamline communication and project management. How would ensuring all stakeholders have access to and proper training on these tools improves your team’s efficiency and cohesion?

Regular Meetings: Leverage Technology: Are your current communication tools maximizing your team's potential? Utilize collaborative tools like Slack, Microsoft Teams, and Zoom to streamline communication and project management. How would ensuring all stakeholders have access and proper training on these tools improve your team’s efficiency and cohesion?

By integrating these strategies, you can create a collaborative environment that harnesses the strengths and insights of every team member. Ready to take your teamwork to the next level? What’s the first step you’ll take to foster stronger collaboration?

The Conclusion - Part Two

As we wrap up Part 2, it's clear that effective internal communication and collaboration are the cornerstones of a successful organisation. In this segment, we've focused on the importance of defining roles and responsibilities and fostering collaboration and teamwork to build a robust, efficient, and high-performing team.

By visualising clarity through a well-defined roles and responsibilities matrix, creating robust documentation, and streamlining onboarding processes, you lay the groundwork for a structured and cohesive work environment. These steps not only reduce ambiguity and overlap but also enhance accountability and performance across the board.

Additionally, fostering collaboration through cross-functional teams, leveraging collaborative tools, and holding regular inter-departmental meetings encourages innovation and diverse problem-solving. These strategies align with Social Exchange Theory, emphasizing the importance of reciprocal exchanges in building strong, supportive relationships within your team.

As you implement these strategies, you'll create a more collaborative and efficient environment, ensuring every team member knows their role and contributes to the organisation's success.

Stay tuned for Part 3, where we will delve into how to implement feedback that drives improvement, explore effective training strategies, and discover ways to celebrate your team’s successes. Ready to take your internal stakeholder engagement to new heights? Let’s continue this transformative journey together!

The Share

Share your experiences and tips on engaging internal stakeholders in the comments. What strategies have you found effective in your organisation? Follow and share my LinkedIn page for more insights and articles on LAMP and other business insights.

References

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Freudenreich, B., Lüdeke-Freund, F. and Schaltegger, S. (2019) ‘A stakeholder theory perspective on business models: Value Creation for Sustainability’, Journal of Business Ethics, 166(1), pp. 3–18. doi:10.1007/s10551-019-04112-z.

Klingenberg, T., Schenkel, M. and Draba, T. (2024) What is The raci matrix? - smartpedia - t2informatik, t2informatik GmbH (EN). Available at: https://t2informatik.de/en/smartpedia/raci-matrix/ (Accessed: 28 May 2024).

Leischnig, A. et al. (2018) Mind the gap: A process model for diagnosing barriers to key account management implementation, Shibboleth authentication request. Available at: https://www-sciencedirect-com.aib.idm.oclc.org/science/article/pii/S0019850117305369?via%3Dihub (Accessed: 28 May 2024).

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Miller, K. (1995) Organizational communication: Theory and practice. Belmont, Calif: : Wadsworth Pub. Co.

Mora Cortez, R. and Johnston, W.J. (2020) ‘The coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory’, Industrial Marketing Management, 88, pp. 125–135. doi:10.1016/j.indmarman.2020.05.004.

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