Project Marketing
& Stakeholder Journey
Artjom Lell
Winter Semester 2025/26 · Cologne, 08.01.2026
SCQA: From Status Quo to Release Necessity
S
Situation

Highly regulated banking software in production; Major release upgrade required;

C
Complication

Support ends June 30, 2025; non-compliance threatens operations; Overloaded team, complex multi-stakeholder dependencies.

Q
Question

How to address different stakeholder needs to drive acceptance throughout the journey?

A
Answer

Stakeholder analysis (Matrix, SOR, Journey); Targeted measures (presentation follows);

Stakeholder Landscape → Today's Focus

From six stakeholder groups to the two decision-critical actors

All Stakeholders
RHEIN FINANCE App Team
Implementation team
FOCUS
Stefan
Project Manager, RHEIN FINANCE
FOCUS
Hans-Peter
IT Head Mittelrhein Bank
Compliance Dept.
Mittelrhein Bank
InfraCore GmbH
Infrastructure provider
IMTF GmbH
Software vendor
Key Stakeholders (Today)
Decision-maker 1
Decision-maker 2
Current Stakeholder Positions
POWER/INFLUENCE ↑
OPPONENTS
Hans-Peter (IT Head) FOCUS
Mittelrhein Bank
PROMOTERS
Compliance Dept.
Mittelrhein Bank
LATENT
Stefan FOCUS
PM, RHEIN FINANCE
App Team
RHEIN FINANCE
SUPPORTERS
IMTF GmbH
Software vendor
InfraCore GmbH
Infrastructure
→ ATTITUDE
High power, low interest
High power, high interest
Low power, high interest
Low power, low interest
Persona 1
Latent
Stefan
Project Manager at Service Provider (RHEIN FINANCE)
Goals
  • Deliver audit-ready release by deadline
  • Manage dependencies transparently
Pain Points
  • High workload with limited resources
  • Limited project experience under pressure
Motivation
  • Clear milestones and visible progress
  • Leadership support for escalation and mentoring
Persona 2
Opponent
Hans-Peter
IT Head of Mittelrhein Bank
Goals
  • Achieve June 30 compliance deadline
  • Avoid production incidents during migration
Pain Points
  • Doubts RHEIN FINANCE can deliver complex project on time
  • Risk missing deadline; preferred proven vendor
Motivation
  • High transparency
  • Robust tests, formal approvals and documented evidence
Stakeholder Journey: Stefan (Project Manager RHEIN FINANCE)
Stefan
Project Manager
Attention →
Interest →
Desire →
Commitment →
Advocacy
📋 Project Phase
Definition Planning Execution Execution Closure
📍 Touchpoints
Project announcement by manager (in person)
Mentoring sessions
Praise in team meetings Escalation training
Work-Café Independent leadership
Success celebration Intranet announcement
🎯 Marketing Measures
MENTORING CLOSING-PARTY
WORK-CAFÉ
Stakeholder Journey: Hans-Peter (IT Manager Mittelrhein-Bank)
Hans-Peter
IT Manager
Attention →
Interest →
Desire →
Commitment →
Advocacy
📋 Project Phase
Definition Planning Execution Execution Closure
📍 Touchpoints
Kick-off workshop
Planning workshop Risk review
Status reports Milestone reviews
Dashboard Steering committee
Lessons learned Reference commitment
🎯 Marketing Measures
— DASHBOARD —
Marketing Measure 1: Stefan

ReWe24 Tech Café — Building team resilience through connection

Stefan
PM • Latent Supporter
🎯 WHY THIS?
  • High parallel workload
  • Team knowledge gaps
  • Long odyssey motivation
TARGET OUTCOME

Build team resilience and celebrate progress together

💡 IMPACT
  • Reduces burnout risk
  • Accelerates knowledge transfer
  • Creates shared identity
ReWe24 Tech Café
Weekly Knowledge Share + Team Building
🗓️ Fridays 14:00 ⏱️ 30 min ☕ Coffee
⚙️ SPECIFICATION
Format:
Weekly 30min Session
Teams + Rotating on-site
Agenda:
Win (5m) • Q&A (10m)
Demo (10m) • Update (5m)
Gamification:
🏆 Points 🎖️ Badges 🎉 Wins
Marketing Measure 2: Hans-Peter

Executive Compliance Dashboard — Uncertainty → Control

Hans-Peter
IT Head • Opponent
🎯 WHY THIS?
  • Deadline (June 30)
  • Budget control
  • Audit pressure
TARGET OUTCOME

Transform uncertainty into confidence through real-time data

💡 IMPACT
  • Cuts status meetings by 50%
  • Data-driven Go/No-Go
  • Audit-ready evidence
  • Gives HP control
REWE24 STATUS
Live • Updated 2min ago
Compliance Modules
AML Monitoring TESTED ✓
Transaction Screening COMPLETE ✓
KYC Workflow UAT PENDING
STR Reporting DELAYED
Project Health
Budget
92%
8% buffer
Go-Live
June 27
3 days buffer
⚠️ Top Blocker
Infrastructure approval pending
Open 5 days • Owner: IT Ops
⚙️ SPECIFICATION
Format:
Web Dashboard
(SharePoint)
Access:
  • Real-time updates
  • 24/7 on-demand
Key Features:
🚦 RAG status 💰 Budget ⚠️ Risks ✅ Audit-ready
Impact: Stakeholder Transformation

6-Month Journey: Tailored 4 P's in Practice

Matrix Movement
Power / Influence →
Attitude (negative → positive)
t=0 Initial
t=6 months ✓
Opponents
Promoters
Latent
Supporters
HP
S
5-Phase Journey
HP
Hans-Peter
Opponent → Promoter
👁️
Attention
🤔
Interest
⚖️
Desire
✋
Commitment
📣
Advocacy
S
Stefan
Latent → Supporter
👁️
Attention
🤔
Interest
⚖️
Desire
✋
Commitment
📣
Advocacy
Usage of AI
Leonardo AI
Image Generation
Persona images & visuals
Claude Code
Presentation Development
HTML/CSS/JS coding
Claude
Idea & Prompt Generation
Concept & content creation
NotebookLM
Lecture Analysis
Terminology validation
Perplexity
Research
Fact-checking & sources
⏱️ Total Time Investment: ~40 hours
Sources
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