Stakeholder
Anyone with an interest in or influence over a project - the client's decision-makers, end users, and the agency's own team.
For example, a website project's stakeholders include the client's marketing lead (who approves), the CEO (who has opinions), the dev team (who build it) and end users. Knowing who is who shapes how you communicate and whose sign-off counts.
Why it matters to agencies: unmanaged stakeholders are a top cause of delays, surprise feedback and scope creep - the CEO who appears in week six with a new opinion. Mapping stakeholders early, often with a RACI, clarifies who decides, who advises and who just needs to be kept informed.
top row = high power, right column = high interest - manage the top-right closely
- Missing a key stakeholder until late.
- Treating every stakeholder as equally important.
- Not managing the actual decision-maker.
What is a stakeholder?
Anyone with an interest in or influence over a project - the client's decision-makers, end users, and the agency's own team.
Who are the stakeholders in an agency project?
The client's decision-makers and influencers, end users, and the agency's delivery team - anyone with an interest in or influence over the outcome.
Why is stakeholder management important?
Unmanaged stakeholders cause late feedback, conflicting direction and scope creep; mapping them early keeps decisions and communication clear.
How do you manage stakeholders?
Identify them early, clarify roles - often with a RACI - and tailor how and how often you communicate with each.