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Selling Business Analysis Internally

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  • 1. Selling Business Analysis Internally James Cadle, Director www.assistkd.com
  • 2. The problem • Business managers: • don’t know what business analysts do • can’t define the BA role and responsibilities • probably think BAs are ‘something to do with IT’ • Business analysts often can’t define their roles either! • Results: • BAs aren’t used effectively, or enough • assignments are poorly or wrongly defined • consultants are used – when an in-house capability exists © Assist Knowledge Development, 2010 IIBA 27-07-10/2
  • 3. The solution 1. Define the BA role more clearly 2. Create a ‘service portfolio’ 3. Develop the arguments for using internal BAs 4. Increase professionalism – get qualified 5. Create a marketing plan 6. Go out and sell! © Assist Knowledge Development, 2010 IIBA 27-07-10/3
  • 4. Stage 1 – Define the role • Business analysis is: • a set of tasks and techniques… • used to work as a liaison among stakeholders… • to understand the structure, policies and operations of an organization… • and to recommend solutions that enable an organization to achieve its goals. Source: IIBA BABoK V2.0 (2009) © Assist Knowledge Development, 2010 IIBA 27-07-10/4
  • 5. Stage 1 – Define the role • Business analysis is: “the methodical investigation, analysis, review and documentation of all or part of a business in terms of business functions and processes, the information used and the data on which the information is based. The definition of requirements for improving any aspect of the processes and systems and quantification of potential business benefits. The creation of viable specifications and acceptance criteria in preparation for the construction of information and communication systems.” Source: SFIA V3, 2005 © Assist Knowledge Development, 2010 IIBA 27-07-10/5
  • 6. Stage 1 – Define the role • Business analysis is: “an internal consultancy role which has the responsibility for investigating business situations, identifying and evaluating options for improving business systems, defining requirements and ensuring the effective use of information systems in meeting the needs of the business.” Source: ‘Business Analysis’, BCS, 2010 © Assist Knowledge Development, 2010 IIBA 27-07-10/6
  • 7. Stage 2 – Create a service portfolio • Product/service name • Brief description Business Analysis Services • Objective and benefits Business Analysis Services • Customers Process Improvement Organisational Design Problem Investigation Solution Specification Requirements Definition Strategy Implementation • Value proposition Product / Service attributes + Image + Relationship Range or coverage + Price + Quality + Choice + Availability © Assist Knowledge Development, 2010 IIBA 27-07-10/7
  • 8. Internal customer value propositions Manager End User Developer Timely delivery Sensible timing When required Timing of business of changes - for their work to changes not overloading begin Realisation Savings do Accurate Financial of financial not impact business case benefits adversely Quality Requirements Ease of use Well-formed fulfilled and reliability requirements © Assist Knowledge Development, 2010 IIBA 27-07-10/8
  • 9. Stage 3 – Develop the arguments • Knowledge of the organisation • Understanding of business domain • Relationships with stakeholders • Faster start-up to assignment • Loyalty to organisation • Continuity for the future • Retention of knowledge in-house © Assist Knowledge Development, 2010 IIBA 27-07-10/9
  • 10. Stage 4 – Get qualified • Other professionals have qualifications • So should BAs • Two existing routes: • IIBA CBAP • ISEB Diploma in Business Analysis • Both improve credibility of BAs © Assist Knowledge Development, 2010 IIBA 27-07-10/10
  • 11. Stage 5 – Create a marketing plan • Who are the target ‘customers’? • What are they interested in? • What do they expect of us? • What are their concerns? • Current issues for the organisation? • ‘Bottom line’ – How can BAs help with all this? © Assist Knowledge Development, 2010 IIBA 27-07-10/11
  • 12. Stage 6 – Go out and sell! • Presentations to senior management • One-on-one discussions • with managers at all levels • with other people • Lunchtime ‘brown bag’ sessions • Also use your intranet… • … and internal newsletters © Assist Knowledge Development, 2010 IIBA 27-07-10/12
  • 13. Selling Business Analysis Internally James Cadle, Director www.assistkd.com