A structured and purposeful approach to the management of multiple marketing and procurement stakeholders, typically as part of a change management project.

We know that success in change management requires careful alignment and decision-making by stakeholders, in advance, from across different parts of a client organisation.

Media is no longer a discipline that sits in isolation within marketing, it increasingly touches other parts of the business including procurement, finance, legal, corporate communications and e-commerce. As such, key decisions regarding media investment requires multiple stakeholders’ input and support.

Our experience shows that implementing new strategies for media can be challenging if different parts of the business have not been sufficiently aligned, whether that is between marketing and procurement or whether that is between a global centre and individual local markets.

As companies implement new strategies for media investment, before any external agencies are engaged, we recommend allowing sufficient time to properly on-board the relevant business stakeholders.

This includes a process to collect feedback and inputs and secure stakeholder alignment for the strategy. The output of this process is a framework that aligns all stakeholders to the same actions and outcomes, as well as unifying measures of success.

In the case of a media agency pitch process, it is critical to have complete client stakeholder alignment on the decision criteria, scoring methodology and scope of agency work required to win. This makes for a best-practice media agency pitch because it galvanises all stakeholders behind a clear plan to secure the right resource for the company, and keeps decision-making objective and therefore more meaningful. At ID Comms we have many years experience of managing highly complex client stakeholder organisations, including:

  • Multi-divisional businesses under one holding company;
  • Autonomous business units/ markets gradually moving towards a more centralised operating model;
  • Competitive businesses trying to collaborate in some procurement categories;
  • Businesses going through fundamental and significant change management processes; and
  • Businesses where marketing and procurement are misaligned or failing to collaborate.

"ID Comms were the architects of our original agreement with our agency and in made perfect sense to ask them to help us renew it. They were brilliant"

Lisa Wiatroski, Global Procurement Category Lead, Media

 

Objectives of Stakeholder Management:

  • Provides a clear process for securing alignment of decision makers;
  • Give senior business stakeholders / executive sponsors the reassurance they need to proceed with and champion important change projects;
  • Avoidance of subjectivity in decision making by having a clear process which all decisions makers have subscribed to;
  • Being able to go to market externally (for example launching a media agency pitch process) with a clear, consistent strategy and an aligned picture of what success looks like for different parts of the business;
  • Avoiding marketing & procurement conflicts in the future; and
  • Avoiding global / local conflicts or confusion at a later date.

ID Comms will provide you with:

  • Stakeholder Management plan – this is built in to every change project we support;
  • Stakeholder Decision Making Framework – to facilitate alignment and decision making;
  • Best-practice structure and templates for easily capturing team alignment; and
  • A concise project plan which galvanises the team behind a strategy and plan of implementation

The questions that the Media Scope of Work will address:

  • How do I keep my stakeholder team aligned across a big decision?
  • We are a complex business, aligning senior people is impossible, how do we do it?
  • How do I get marketing and procurement to work better together?
  • As a procurement expert, how can I better support my marketing colleagues?
  • As a marketer, how should I bring procurement into conversations about media investments?
  • Who should manage agencies, marketing or procurement?
  • Should marketing or procurement manage an agency pitch?