How do I create a stakeholder map? A guide to uncovering hidden decision-makers

If you find yourself chasing stakeholder conversations that go nowhere, and unable to influence those that quietly hold all the cards, you’re not alone. Let me share what I learned when standard mapping frameworks painted only half a picture, so you can zero in on the decision-makers who really move the needle.

By the end of this guide, you’ll master a dynamic mapping approach, combining analysis and influence lines, that sets you up for the next step of crafting a killer stakeholder engagement strategy.

A map only works when it reveals the hidden decision-makers driving outcomes. Use the below stakeholder matrix as your template: It helps to reveal hidden decision-makers and enablers, and to work out who currently has the power and interest that could impact your initiative.

Part 1: Help me identify all stakeholders

Every breakthrough communications strategy starts with a truly comprehensive map. This is the foundation of what is stakeholder engagement. Here is how I kick it off.

List your stakeholders

• Internal teams & sponsors: C-suite executives, department heads, project champions.

• External entities: Regulators, funders, community advocates, media partners.

• Under-the-radar decision-makers: Board members, external consultants, successors.

To ensure you find everyone, consider these common categories:

• Executive Leadership: CEO, COO, CFO, Board Directors

• Project Sponsors: Department heads, steering committee members

• Operational Teams: Project managers, functional teams (IT, HR, Marketing)

• Regulatory & Legal: Compliance officers, legal counsel

• Funders & Investors: Internal finance teams, external investors, grant bodies

• Partners & Suppliers: Strategic alliances, vendors, agencies

• Clients & Customers: Key accounts, user groups, advocacy groups

• Community & Public: Local government, community representatives, NGOs

• Media & Analysts: Trade press, journalists, industry analysts, industry influencers

• Advisors & Consultants: External advisors, subject-matter experts

• Informal Influencers: Employees with high internal networks

My approach: After creating my list, I run a collaborative workshop with the key people in my team, and then the wider organisation. It’s the fastest way to uncover informal gatekeepers and to determine those who hold real sway.

One example of this: I was working at a government department and we discovered through collaborating with a wide team on stakeholder mapping that cleaning staff had an impact on an urgent security issue. Nobody had considered them prior to us doing the exercise.

Part 2: How do I assess stakeholder influence and interest?

Once your list is locked, it’s time for an enhanced stakeholder engagement matrix (often called a Power/Interest Matrix), a staple in strategic communications.

1. Rate & Plot

Score each stakeholder on both dimensions using clear criteria:

• Power: How much ability do they have to allocate resources, approve decisions, or block progress? (e.g., budget control, positional authority, informal clout)

• Interest: How invested are they in the initiative’s outcome? (e.g., strategic priorities, personal stakes, reputational impact)

Use probing questions with the operations or programme team to refine your ratings:

• Who signs off on budgets for this project?

• Who will feel the biggest impact if this succeeds or fails?

• Who tends to escalate concerns to senior leadership?

• Are there people we might not have thought of who could impact or influence outcomes?
  

2. Manage According to the Grid

Next, based on their scores, you will see at a glance how they need managing:

• Score of 4-5 power, 4-5 interest: Manage Closely (High engagement)

• Score of 4-5 power, 1-3 interest: Keep Satisfied (Prevent them from becoming blockers)

• Score of 1-3 power, 4-5 interest: Keep Informed (Leverage their enthusiasm)

• Score of 1-3 power, 1-3 interest: Monitor Minimally

Example: The Head of Finance may score 5 for power (approves budgets) and 2 for interest (not usually involved in day-to-day decisions), placing them in "Keep Satisfied." The project lead scored 3 for power (limited formal authority) but 5 for interest (personally invested), putting them in "Keep Informed."

3. Prioritise with Colour Coding

Use simple colour coding in your grid to help you allocate time, tailor messages, and deploy resources where they matter most. This is key to understanding how to improve stakeholder engagement efficiently.

4. The Upgrade: Overlay Influence Lines

Sketch arrows to show trust networks and reporting lines. Highlight connections to uncover decision-makers and enablers who don’t headline org charts.

This influence mapping approach turns a static grid into a living model of your project’s human ecosystem.

What hidden decision-makers and enablers might you be overlooking?Even veteran communicators (including me) can miss critical players, so I recommend keeping a central checklist of all your organisation’s stakeholders to hand for how to create a stakeholder engagement plan, including:

• Rising successors set to inherit budgets next quarter.

• Board advisors whose off-the-record counsel drives executive choices.

• Regulatory gatekeepers who can freeze approvals.

• Activists who could spring up if your work impacts them.

Why is stakeholder engagement important?

The benefits of stakeholder engagement are clear: the most impactful decision-makers often operate behind the scenes. Your map should spotlight them, even if they aren’t obvious to the business team.

What is a stakeholder engagement plan?

Now you have your map, it’s only half the battle. Next, you need a laser-focused strategy. I walk you step-by-step through this in my guide: What is a stakeholder engagement plan and how do I create one? Turn your map into momentum.

Quick-start implementation (Under 10 minutes)

1. Gather names: Export and combine calendar invites + LinkedIn connections.

2. Score power & interest: Assign a 1-5 rating, no overthinking.

3. Plot your grid: Paper, whiteboard, PowerPoint or Miro.

4. Add arrows: To show who influences whom.
   

You already navigate complex stakeholder ecosystems. By following this trusted process, you can uncover the true decision-makers and steer your initiative to success.

Need help tackling a complex stakeholder challenge?

I’ve helped to achieve policy and legislation change across multiple continents, guided organisations navigating regulator scrutiny, mobilised tens of thousands of stakeholders to deliver business strategies they weren’t directly responsible for, and raised £1M+ in funding through stakeholder engagement. Let's chat.

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