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How valuable and attractive are new skills like "Business Analysis"?
Job advertisements often ask for very special roles such as "Online Product Manager (m/f/d)" or "Business Developer (m/f/x)". The fact that these roles often have large overlaps in their skill requirements is not always clear to HR managers or interested parties. Thus, suitable employees are not found or employees are not aware of suitable vacancies. Rainer Wendt uses a business analysis skills catalogue to show how versatile these skills can be in a company and how many roles can be successfully filled with them. A rethink of skill orientation in recruiting can open up new perspectives for both recruiters and applicants.
BA and Beyond 20 - Rainer Wendt - An Authority vs In Authority
The role of a Business Analyst
Source: BABOK v3
Design & WorkGo/No Go
Vision Project Live
2Source: BABOK v3 & masVenta Business GmbH
The Guide to Business Analysis
Body Of Knowledge
• The “Gold Standard” for Business Analysis
• ~500 pages, 6 +1 knowledge areas
• Many techniques and best practices
• Integrated study with additional
literature is recommended
• Current version 3.0,
released April 15th, 2015
• Hardcopy or personalized
PDF (free for members)
3Source: BABOK v3
Definition: Business Analysis is…
“…the practice of
enabling change in
[context] by defining
solutions that deliver
Source: BABOK v3
BABOK® v3 - Core Concept Model (BACCM TM).
The CBAP® Certificate
• Globally accepted certificate for professional Analysts, Architects
or Consultants, the “Gold Standard” for Business Analysis
• Certified CBAP® have at least 5 years experience in Business
Analysis, i.e., they are experienced senior professionals.
• Many CBAP® have a good knowledge in project management;
most of them have worked in “hybrid” mode as BA and PM.
• Business Analysis is most popular in branches like Banking,
Insurances and Telecommunications, other branches follow.
• BAs should have good Domain knowledge, but the certificate
is independent from branches, strongly IT focused.
• Nearly 10.000 CBAP® worldwide, growth rate > 15%
• Central Europe is significantly behind.
• CBAP® Exam: 3,5 h multiple choice with 120 questions, provided
by accredited examination centers and as proctored online exam
• Cost for application and exam is around Euro 500,-
The next big challenge: Customer Data Integration
Data Exchange vs. Data Protection
Data needs to
Data are to be
The challenging antagonism
Travelling example: a real-life service challenge
The Double Diamond
A Service Design Process Model by The Design Council, UK, 2013
Discover Define Develop Deliver
9 Skill-Sets/Roles for Service Design a BA can have
Responsible for Tasks and Outcome Normal
Identifies Target Customer and creates a tailored value proposition, advertises and tracks
Selects best projects in terms of strategic fit and expected benefit, recommends invests
Owns the product, determines and maintains products life cycle, has the customer view
and as well sales & marketing view
Freely thinks about new ideas, explores and experiments, customer value driven, creates
prototypes and provides first feeling of potential user acceptance of new ideas
Designs a service from users perspective, balances cost/benefit to achieve a profitable
final steady state of a whole end-to-end service
Focuses on customer touchpoints, driven by customer satisfaction, continuously
optimises the customer experiences
Technical User Interface design, human – machine interface, graphical user interfaces
(GUI), keyboard and mouse usage, ensures adherence to standards
Owns the process behind the service, documents, models and continuously improves the
process. Creates BPMN process models, data flows, RACI sheets etc. Ensures compliance
Value driven prioritisation and steer of features in the software manufacturing process
(Scrum). Empowered voice of the customer, decision maker 15
Customer Experience (CX)
Strategic use of data
Source: Podcast w/ Ken Fulmer, CEO IIBA, October 2018
8 Competencies for Digital Business Analysts
1. Understanding strategic imperatives: It all starts with an understanding of what your organization’s strategic imperatives are about. This allows
you to bring the strategy down to actionable initiatives and provides clarity into the outcomes we’re trying to achieve.
2. Understanding the customer experience: Focusing on the customer experience requires adopting an outside in focus. Understanding the
customer and the challenges they face (using tools such as Customer Journey Maps) allow you to take that outside in approach and create
solutions your customers need, want, and love.
3. Reimagine business processes: The digital space moves quickly. In many cases, you may not only need to improve a process, but also completely
reimagine a process and create disruption in your industry. To be successful, you need to understand business processes, how to analyze
processes, develop new processes, and drive organizational change.
4. Embrace agility: Embracing agility goes beyond the frameworks such as Scrum or Kanban and includes an understanding of Lean mindset and
practices. We can harness the power of Agile and Lean thinking to bring about change.
5. Continuous stakeholder collaboration: While stakeholder engagement is core to business analysis in any environment, engagement activities
need to be continuous in a digital environment. The evolutionary and experimental approach with Agile and digital will require frequent feedback
and conversations with stakeholders.
6. Strategic use of data: One way to enable better collaboration with stakeholders and understand customers is through data. We collect a lot of
data about our customers; through our interactions and through social media. Using data analytics to interpret that data and better understand
our customers allows us to build better solutions. It also allows us to take an evidence based approach to decision making.
7. Understand technology: You don’t need to understand technology at a software engineer level, but understanding technology will allow you to
find new ways of working and new capabilities for your organization. You need to be able to work with business leaders and help them
understand what is possible.
8. Embrace product management: More and more organizations are shifting from projects to product thinking. As Business Analysts, we need to
understand how to work with Product Owners and sometimes serve as a proxy for the Product Owner. We need to be accountable for the
outcomes resulting from our products and establish a deep understanding of our customer and their needs.
Source: http://masteringbusinessanalysis.com/mba169-digital-business-analyst-competencies/ 17
Summary – Business Analysis Skills
Sharp Business Analysis skills are indispensable for various
roles in companies, as many employees do “Business
Analysis“ day by day, even if they do not name it Business
Rather than trying to achieve to being in an official role of
a Business Analyst, professionals should better go for
broad and excellent Business Analysis skills to support
company strategy and development
29. / 30. April 2021