Customer Success Playbook Podcast Season 2 Episode 33 - Katie Clark - Buy in from Internal Stake Holders

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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:

1. 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.
2. 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.
3. 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.
4. 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.
5. Overcoming Resistance:
   • Directly asking stakeholders about their concerns.
   • Rallying support from initial project champions.
   • Creating a sense of urgency to drive action.
6. Continuous Buy-In: Buy-in is not a one-time event but an ongoing process throughout the project lifecycle.
7. Transparency in Setbacks: Being open about challenges builds trust and demonstrates adaptability.
8. Role of AI in Communication: AI can be a supportive tool for improving communication skills but should not replace genuine, personal communication.

Business Insights:

1. Stakeholder Mapping: Develop a comprehensive stakeholder map at the project outset to identify key decision-makers and their motivations.
2. Communication Planning: Create a tailored communication plan for each stakeholder group, considering their preferred style and information needs.
3. Milestone-Driven Approach: Structure projects around clear milestones to facilitate regular celebrations of success and maintain momentum.
4. Proactive Problem-Solving: Address potential issues early to prevent minor setbacks from becoming major roadblocks.
5. Cross-Functional Collaboration: Leverage support from various departments to reinforce the importance of initiatives.
6. Adaptive Leadership: Be prepared to adjust strategies based on stakeholder feedback and changing project dynamics.
7. Skill Development: Invest in improving communication skills, including written communication for remote work environments.
8. Technology

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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.