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Selling Business Analysis Internally
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Selling Business Analysis Internally

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  • 1. Selling Business Analysis Internally James Cadle, Director www.assistkd.com
  • 2. IIBA 27-07-10/2© Assist Knowledge Development, 2010 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
  • 3. IIBA 27-07-10/3© Assist Knowledge Development, 2010 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!
  • 4. IIBA 27-07-10/4© Assist Knowledge Development, 2010 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)
  • 5. IIBA 27-07-10/5© Assist Knowledge Development, 2010 • Business analysis is: Source: SFIA V3, 2005 Stage 1 – Define the role “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.”
  • 6. IIBA 27-07-10/6© Assist Knowledge Development, 2010 Source: ‘Business Analysis’, BCS, 2010 Stage 1 – Define the role “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.” • Business analysis is:
  • 7. IIBA 27-07-10/7© Assist Knowledge Development, 2010 Stage 2 – Create a service portfolio • Product/service name • Brief description • Objective and benefits • Customers • Value proposition Business Analysis ServicesBusiness Analysis Services Process Improvement Organisational Design Problem Investigation Solution Specification Requirements Definition Strategy Implementation Business Analysis Services Range or coverage Price Quality Choice Availability RelationshipImage Product / Service attributes + + + + + +
  • 8. IIBA 27-07-10/8© Assist Knowledge Development, 2010 Internal customer value propositions Manager End User Timing Financial Quality Timely delivery of business changes Sensible timing of changes - not overloading Realisation of financial benefits Savings do not impact adversely Requirements fulfilled Ease of use and reliability Developer When required for their work to begin Accurate business case Well-formed requirements
  • 9. IIBA 27-07-10/9© Assist Knowledge Development, 2010 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
  • 10. IIBA 27-07-10/10© Assist Knowledge Development, 2010 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
  • 11. IIBA 27-07-10/11© Assist Knowledge Development, 2010 • 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? Stage 5 – Create a marketing plan
  • 12. IIBA 27-07-10/12© Assist Knowledge Development, 2010 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
  • 13. Selling Business Analysis Internally James Cadle, Director www.assistkd.com