How to build a Stakeholder Map: A step-by-step guide

Like any tool, stakeholder maps are only effective when you invest time and effort in creating them. A rushed map thrown together in 5 minutes won't help your sales process. However, when you commit to maintaining accurate information and regular updates, a stakeholder map becomes a powerful tool for closing deals.

Let's break it down.

Step 1: Identify all stakeholder and their roles

In any buying process, stakeholders generally fall into several broad categories:

Economic-buyer: These individuals focus heavily on the financial aspects of purchases, including budget allocation, ROI, and potential cost savings.
Decision-Maker: People who have the authority to sign contracts and finalize purchases.
Influencers: Individuals who lack direct decision-making power but can sway those who make the final decisions.
Blockers: People who can hinder the progress of a deal. Often found in legal, IT or compliance roles.
End Users: Individuals or teams who will directly use your solution, often crucial for product feedback.
Champions: These are your internal advocates, individuals who understand the value of your solution and actively push for its adoption. Often users or influencers, they help drive the sale by influencing decision-makers and building internal support.

Example

Let’s build on an example for a typical B2B SaaS company.

CEO (Decision Maker)
CFO (Economic Buyer)
VP of Sales (Champion)
IT Director (Blocker)