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What is the role of the business relationship manager (BRM)?

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Business relationship managers (BRM), portfolio managers or account managers, they all same the share role: manage the relationship between shard services groups (such as IT, HR or finance) and their internal clients.

Managing internal clients is far different from managing commercial accounts, after all while commercial account managers want their client to spend more BRM typically want them to spend LESS.

In this presentation, you will see what the role of the BRM is, how it differs from their comercial counterpart and how the role varies from one organization to another.

This presentation is an extract from our one-day workshop on business relationship management. Visit us at www.sc-ur.com/train for our live and web-based training options.

Published in: Business, Technology
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  • Well put together, and very clear. It would be interesting to compare other roles such as Engagement Leader, and Customer Success Leader, etc. as well.
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What is the role of the business relationship manager (BRM)?

  1. 1. WHAT IS THE ROLE OF THE BUSINESS RELATIONSHIP MANAGER (BRM)
  2. 2. 1. The Role of the BRM • What is a BRM? • How the role varies G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 2
  3. 3. WHY WE NEED BRMS? Manage Complexity G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 3
  4. 4. CORPORATE SERVICES ARE A MONOPOLY 1. Users are captive, they can’t choose a different supplier 2. System usage is mandatory 3. Fixed budget, corporate services wants to restrain usage, not encourage it If users are captive, why is satisfaction important? G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11
  5. 5. ACCOUNT MANAGERS VS BRM Commercial account manager BRM • $$$: Increase sales • $$$: Prioritize limited budget • Scope: Meet the specific needs of its clients • Scope: Meet the need of its clients and of the organization • Responsibilities: Few beside sales • Measure of success: Client satisfaction VS • Responsibilities: Enforce corporate policies • Measure of success: Client satisfaction Despite its similarities, the role of a BRM and a commercial account manager are actually quite different. G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 5
  6. 6. BRM - DEFINITION The BRM is a liaison between corporate services and the business. The BRM has significant knowledge in subject matters pertaining to both CS and the business. The BRM is responsible to understand the business, assist in the prioritization of projects, ensure that projects align with the technology that best provides maximum return on investment, and direct CS strategy in support of the overall business strategy. G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 6
  7. 7. EVOLUTION OF CORPORATE SERVICES 1. 2. 3. 4. 5. CS Leadership Architecture development Business relationship Technology advancement Vendor management 1 Driving Innovation 2 3 Delivering Change 4 Outsourced to ESPs Embedded in the business Supporting 5 Infrastructure Demand Supply G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11
  8. 8. THE BRM IS THE LIAISON BETWEEN CORPORATE SERVICES AND THE BUSINESS Projects Business Unit 1 Applications Support BRM Business Unit 2 HR Business Unit 3 Corporate service Business Units The BRM acts as a linkage between corporate services and the business units. G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 8
  9. 9. …BUT BEING IN THE MIDDLE HAS ITS DRAWBACKS Budgets Needs Capacity Priorities Policies Frustrations Constraints Availability G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 9
  10. 10. ROLES OF THE BRM Manage projects • • • • Manage portfolio Evaluate project objectives New project analysis Business solution design Project issue resolution • • • Manage project intake process Manage project prioritization process Monitor portfolio health Manage relationship • • • • Relationship with business Relationship with CS, shared services Negotiate SLAs Relationship with vendors Advise • • • • Involved in business strategy Monitor competitors / peers Monitor industry trends Identify opportunities for operational efficiencies G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 10
  11. 11. KEY INTERACTIONS Application Architects Business Partners Relationship Manager Finance Managers Project Managers G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 11
  12. 12. 1. The Role of the BRM • What is a BRM? • How the role varies G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 12
  13. 13. FAMILIES - DIMENSIONS Service orientation Business orientation • Customer service approach • Customer service training • Managing business relationship • Understanding the organization • Influencing business practices • Involvement in business planning G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 13
  14. 14. • Excellent Customer service • Poor strategic planning • Focus on cost control • Static environment Service Orientation CS FAMILIES • Excellent customer service • Strategic partner Butler Agent Accountant Nanny Business Orientation G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 • Excellent strategic visions • Poor user consideration 14
  15. 15. EXAMPLE OF FAMILIES Butler Agent Great product, great service, great ambiance. Enjoy your 4$ coffee. They’ll coach you to lose weight. They make something difficult (tracking calories) simple. Great price, low service. Don’t ask for help or advice. Apple knows what you want better than you. That’s why they don’t release their roadmap. Accountant Nanny G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 15
  16. 16. HOW THE ROLE OF THE BRM VARIES Accountant Butler Nanny Agent Low High Low High Manage projects Manage portfolio Manage relationship Consult BRM Influence G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 16
  17. 17. FIND OUT MORE! Get our new book: Green Elephants How Internal Service Providers can deliver amazing value Available on Amazon www.GreenElephantTeam.com/book G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11 17
  18. 18. VISIT OUR SITE FOR MORE w w w. G r e e n E l e p h a n t Te a m . c o m G R E E N E L E PH AN TT E AM . C OM 5 1 4 . 6 1 2 . 0 5 11

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