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The Indispensable BA and
the Surprising Truth: You work in sales!
Adrian Reed [email protected]
@UKAdrianReed
First: What this presentation isn’t saying…..!
What/ How?
AGENDA
Why sales? Why
sales?
No clear statement of problem
Early “solutioneering”
Key stakeholders not engaged/involved
early enough
Inadequate assessment of
situation & data
Some of the likely causes…
And a lot more!
Where was the analysis?
The FOI game….
Request: All requirement
artefacts
No requirements held beyond
business case
Request: Team structure,
number of BAs
No information held by the department
Maybe sales isn’t optional…
Our environment is complex…
Competitive Rivalry (Internal)
Suppliers Bargaining
power
Buyers Bargaining
power
Threat of new
entrants
Substitutes
Land Grab Other
Professions?
Do they have to engage you?
External consultants? Shadow BAs? Vendor + “JDI”
Tools? Tech?
Why sales?
What/ How?
AGENDA
What is selling?
• Compete • Hostile/Tricks • Short termism • Needs of
salesperson • Solution not
problem focus
• Collaborate • Influence • Long term
relationship • Needs of all
parties • Solve problems
The “Bad” sell A better way..
Monitor Analysis
Landscape
Manage Funnel
True situation & need
Craft the message
Opportunity
Proposal
Deliver! + Anticipate future need
1. Monitor analysis landscape
? ?
?! 2. Manage the funnel…
Or it’ll manage you!
Suspect
Prospect
Opportunity
Client
Managing the top of the funnel
Who to convince?
UCOB
User
Customer
Owner
Beneficiary
Who uses the end product?
(Economic Customer )
Who pays?
Who owns and maintains the product?
Who benefits?
For analysis.…
3. Situation to proposal
Away From Move
Towards
Curiosity
Empathy
Challenge
Understanding their situation
Avoiding the
“Analysis Factory”
Tailoring our approach
Craft the message
(& Proposal)
Features and Benefits
Feature Benefit Up front problem analysis
De-risk the whole project by doing the right thing. Save money. Reduce timescales.
Feasibility analysis
Helping you to “pick the winners” and make informed decisions about which projects to progress
Etc…
Know the features but sell the benefits
Good story telling
4. Deliver & Anticipate Future Needs
“You can’t build a reputation on what you’re
going to do.”
– Henry Ford
Getting over the wall
Monitor Analysis
Landscape
Manage Pipeline
True situation & need
Craft the message
Deliver! + Anticipate future need
Opportunity
Proposal
PR: Shout about successes
Continual development of practice capability
• Where in your organisation are your business analysts located ?
• How are you adding value?
• Where do you think the BA adds most value?
• How do we measure that value?
www.blackmetric.co.uk
