Have you ever considered using a stakeholder empathy map? How much time and resources went into it? And how often do you think a product marketing team needs to refresh it? Thanks

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4 Answers

Stakeholder Management Product Marketing Soft and Hard Skills

Mary Sheehan

Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

Absolutely! While I haven't used a formal empathy map, I rely heavily on DACI charts (Driver, Accountable, Consulted, Informed) for every project. It's like an empathy map focused on action. I map stakeholders, their goals, preferred communication channels, and roles (decision-maker, influencer, etc.). Every product or launch demands a refresh to capture evolving dynamics.

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Harish Peri

Okta SVP Product Marketing • 3y

Its always good practice to have a stakeholder map. The goal of this document (which I prefer to keep at at individual level) is to remind yourself of who should be included in decisions such as launches, campaigns, sales motions, pricing, web changes etc. Information you need in this could be: Name, title, relationship What should they expect from you What should you expect from them RACI for their involvement in key processes. E.g. R for pricing, or I for launches, etc Create one of these with ...Read More

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Jason Perocho

Amperity SVP, Head of Marketing • 2y

I have never considered making an empathy map. Empathy mapping is a time-consuming task that often doesn't produce actionable insights. Empathy maps are also limited in scope and only help visualize a specific problem. Instead, I recommend focusing on how you show up at work. This is a repost from another question, but thought it was still relevant here: Be Empathetic - Everyone has their challenges inside the office and at home. Successful people take the time to understand what's driving their ...Read More

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Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 1y

I haven’t specifically used stakeholder empathy maps, but I’ve built them for customers and the concept could be valuable for internal alignment. Here’s how I think about it: Why it’s useful: Empathy maps help distill what stakeholders think, feel, and need. For example, mapping out what sales leaders care about (e.g., faster deal velocity, competitive positioning) versus what product cares about (e.g., feature adoption, customer satisfaction) can highlight shared goals and potential tension poi ...Read More

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