Stakeholder Interview Template

You may also download this template in Microsoft Word format.


  • What is your vision for this offering?
  • What defines success for this project?
  • What are the potential pitfalls (i.e. what keeps you up at night about this project)?


  • Different types of users (salesperson vs supervisor vs analyst)
  • Who is primary?
  • Role(s)?
  • Typical Background?
  • Defining Attribute?


  • What problems do users have that this offering solves?
  • What is the core value prop of the offering?
  • What are the main marketing messages?


  • What similar tools are in use today?
  • Target Market? Value Proposition?
  • What are their relative strengths/weaknesses?
  • How is this offering different?


  • Target market(s)?
  • What role is your team selling to?
  • What problem do they have that their offering solves?
  • Who is their competition?
  • How are they differentiated?

PROCESS & WORKFLOW (example questions here for a Salesperson role)

  • What is the nature between the salesperson and their customer?
  • How does the salesperson know when it is time to engage with a customer? Are there multiple types of engagements? Are there other key patterns (e.g. cyclical patterns, size of company, level of customer savy-ness, industry, etc)
  • How do they prepare? How do they work with? What tools do they use?
  • How do they engage? What is the first step? And the next (and so on)? How does the engagement end?
  • What frustrations/ pain points do they experience with their current process?


  • What tools do they use today? Where do those tools fit? (collect screenshots, printouts, any relevant articles if possible)
  • What data points do they collect today? What insight are they able to share with customers today? How do they share it? What does it look like?
  • What’s missing in the current process that this tool will provide?
  • Where do you imagine your new (or redesigned) offering will fit?


  • What defines success? (if an experience goes well, what happens, commission? bonus?)
  • What are bad results? (If an experience doesn’t go well, what happens?)
  • If users had a “magic wand” and could wish for anything to make the process better, what would they wish for?