Stakeholder Management | Role of Scrum Master in Agile

When it comes to agile projects, the role of a Scrum Master extends beyond traditional leadership.

Engaging with stakeholders effectively is a critical aspect of this position.

The capacity to properly manage relationships with various stakeholders, understanding their influence, and maintaining ongoing communication can significantly enhance product development.

In this article, we'll explore how Scrum Masters can identify stakeholders' needs, manage their expectations and influence, and build strong relationships using effective communication, transparency, and collaboration.

Table of Contents

1. Introduction
2. Scrum Master's Role in Stakeholder Management
3. Strategies for Effective Stakeholder Management
4. Conclusion

Scrum Guide's Perspective on Stakeholder Management

The Scrum Guide's approach to stakeholder management is seemingly understated at first glance, only mentioning the term 'stakeholder' a handful of times.

However, with statements such as "the Scrum Team and stakeholders collaborate", it emphasizes the need for transparency and key stakeholder involvement.

The Guide subtly recognizes the critical importance of stakeholder management but leaves the implementation details open, reflecting the flexible nature of the Scrum framework itself.

Scrum Master's Role in Stakeholder Management

As a servant leader, the Scrum Master is responsible for creating an environment in which the Scrum Team can effectively deliver value to the organization.

Part of this responsibility includes managing relationships with various stakeholders, such as the Product Owner, customers, end-users, and other teams within the organization.

The Scrum Master helps the Scrum Team effectively communicate, collaborate, and align with stakeholders to ensure a shared understanding of goals, priorities, and expectations.

Strategies for Effective Stakeholder Management

Stakeholder Mapping

A comprehensive stakeholder map can help identify standard processes, power dynamics, and communication channels.

It is an instrumental tool for managing stakeholders in Agile projects.

Open Communication

As a cornerstone of agile projects, Scrum Masters must establish regular and open communication channels between the Scrum Team and stakeholders. This practice brings about transparency, builds trust, and promotes collaboration.

Clarifying Roles and Expectations

Scrum Masters play a pivotal role in setting clear definitions of roles and responsibilities within the Scrum context. They ensure that stakeholder expectations align with those of the Scrum Team.

Stakeholder Involvement in Decision-Making

Involving stakeholders in relevant Scrum events and decision-making processes enhances shared ownership and commitment. Scrum Masters play a pivotal role in fostering this in the Scrum framework.

Stakeholder Feedback Management

Facilitating the collection and analysis of stakeholder feedback is another important responsibility of the Scrum Master. They collaborate with the Scrum Team to incorporate this feedback into the product backlog and future iterations.

Education on Scrum

Scrum Masters should provide stakeholders with a solid understanding of Scrum principles, values, and practices, paving the way for their effective engagement with the Scrum Team.

Stakeholder Concerns Management

Continuous monitoring of stakeholder satisfaction and addressing any arising concerns or issues ensures the Scrum Team maintains strong, positive relationships with stakeholders. That falls under the purview of the Scrum Master.

Three Approaches to Effective Stakeholder Management

Managing stakeholders effectively requires strategies tailored to your specific context. Here are three differentiated strategies to help guide this critical part of Product Ownership.

Matrix of Influence

Geoff Watts (opens in a new tab) introduces a practical stakeholder classification method in his book "Product Mastery" (opens in a new tab). The quadrant-based matrix has 'power' and 'interest' as dimensions:

• Crowd: Low interest / low power
• Context Setters: Low interest / high power
• Subjects: High interest / low power
• Players: High interest / high power

The quadrant in which a stakeholder falls in this matrix can dictate the management approach, levels of engagement, and communication channels utilized.

Diffusion of Innovation Theory

According to Everett Rogers's "Diffusion of Innovation" model (opens in a new tab), products are adopted at different rates by various groups.

Stakeholders can be categorized into:

• Innovators
• Early Adopters
• Early Majority
• Late Majority
• Laggards

Understanding which category a stakeholder fits into can optimize how and when they are engaged in the product development cycle.

The User/Influencer/Provider/Governance Model

This model (opens in a new tab) categorizes stakeholders based on their interactions with the product:

• Users: Those who will use the product.
• Influencers: Individuals or groups able to sway development direction.
• Providers: Suppliers, vendors, or business partners who contribute to product development.
• Governance: Individuals or groups with regulatory influence over the product.

Conclusion

Stakeholder management in Scrum is a collaborative and ongoing process.

It requires strategizing, continuous re-evaluation, and diligent work by the Scrum Master.

By fostering healthy relationships with stakeholders, Scrum Masters can substantially contribute to the overall success of a Scrum project.