Template · C77
Map marketing-plan stakeholders
Who must decide, contribute, be consulted or simply informed before the plan is committed?
Direct answer
The map combines influence, impact, urgency and availability to distinguish people to engage from information recipients.
01Set the level of involvement, the timing of each request and the deputy for every stakeholder.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Who must decide, contribute, be consulted or simply informed before the plan is committed?
Set the level of involvement, the timing of each request and the deputy for every stakeholder.
Stakeholder engagement matrix
Decision grid · SQ-77
Engage the people who can actually swing the plan
A long list of stakeholders dilutes accountability. The matrix distinguishes influence on the decision, impact suffered, urgency of involvement and real availability.
Fictitious framing of an annual plan involving marketing, sales, finance, product, operations and general management.
- 01Name the decision
Map the people by expected decision, not only by function.
- 02Score
Assess influence, impact and urgency from 1 to 5 using observable facts.
- 03Constrain
Add availability, delegation and deputy before assigning a role.
- 04Plan
Fix the moment, the format and the expected output of each request.
Six stakeholders, four levels of engagement
The score signals the intensity of engagement. A very influential but unavailable person requires a deputy before validation.
Priority = (influence × 40%) + (impact × 35%) + (urgency × 25%)| Stakeholder | Influence | Impact | Urgency | Availability | Engagement |
|---|---|---|---|---|---|
| Executive team | 5 | 4 | 4 | Low | Decide + deputy |
| Finance | 5 | 5 | 5 | Medium | Co-design |
| Sales | 4 | 5 | 4 | High | Co-design |
| Product | 4 | 4 | 3 | Medium | Consult at gates |
| Marketing ops | 3 | 5 | 5 | High | Contribute weekly |
| Support | 2 | 4 | 2 | High | Consult before launch |
01Finance and sales are engaged from the framing stage, because they combine influence and impact.
02General management’s low availability makes a deputy mandatory before the budget committee.
03Support does not need to attend every review, but its opinion becomes blocking before the launch gate.
Fictitious case. The score organises engagement; it replaces neither formal delegations nor consultation obligations.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Stakeholder engagement matrix
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.