Stakeholder Engagement Assessment Matrix
5
Engagement Levels
Unaware, Resistant, Neutral, Supportive, Leading
2
States Tracked
Current and desired engagement levels
1
Rule
Not everyone needs to become Leading
track where they are · plan where they need to be
Engagement Ladder
level 1
Unaware
does not know yet
level 2
Resistant
aware & opposed
level 3
Neutral
aware, no opinion
level 4
Supportive
aware & in favor
level 5
Leading
active champion
current → desired · sample plan
Finance VP · Resistant → Neutral · 1-on-1 session, address ROI concern
IT Lead · Neutral → Supportive · include in design review
Product Director · Supportive → Leading · invite to exec demo
Exam Traps
Current vs desired drives action
You track both today's level and where you want them to be. The gap drives your engagement plan.
Moving from Resistant to Neutral is a win
Progress is progress. You do not need every stakeholder to become Leading.
Unaware is different from Neutral
Unaware means they do not know. Neutral means they know and have no opinion. The actions differ.
Gap drives action
Plan engagement based on the gap between current and desired level.
Do not chase Leading for all
Not every stakeholder needs to champion the project. Realistic targets beat idealistic ones.
They have not heard about the party yet. First job is to inform.
They heard and they hate the idea. Address the concerns before anything else.
They do not care. Low cost to engage, low expected return.
They like the idea and will help. Use their energy wisely.
They are organizing alongside you. Empower them and get out of the way.
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