Business Analysis: Powering Business Strategy and Growth
In general, most people recognise that the role of a Business Analyst is important, but unless something goes wrong, no one’s really paying attention. If you’re unfamiliar with the role or title then just think of Business Analysts as the sticky glue that holds programmes and projects together, ensuring that grand ideas don’t fall through the cracks or get lost in the details.
Yet, despite their best intentions to keep things from spiralling into chaos, Business Analysts often fly under the radar - much like an aircraft’s navigation systems. You don’t notice their importance until something veers off course, and then all eyes are on it. Suddenly, everyone’s asking, “Where was the Business Analyst?” Spoiler alert: they were right there the whole time, trying to keep the chaos at bay.
Is Business Analysis an overlooked capability in today’s business?
In today’s fast-paced business landscape, the importance of Business Analysis is often underestimated, and in some cases, the very need for a Business Analysis capability is even questioned. But why does this occur in businesses where analysis and strategy alignment are critical? Is it due to a matter of misunderstanding the value Business Analysts bring or are there other factors at play?
In true Business Analysis fashion, one effective way to analyse this challenge is by employing the SMART technique:
This well-established framework is used in Business Analysis for defining programme and project goals and objectives to ensure they are clear, feasible, and aligned with business needs.
S - Confined to a Specific Role
Business Analysts like to be ‘Specific’ in their work, for example when producing quality artefacts. But sometimes businesses can put too much emphasis on specific skills such as technical skills, where Business Analysts are perceived as only playing a technical role in translating business needs into system requirements. The broader impact of Business Analysis capabilities in shaping strategy, improving processes, and influencing decision-making can often be disregarded. If I had a penny for every time I was informed my exclusion from a strategic meeting was due to being "just the Business Analyst" (perceived as too focused on the detail), well let’s put it this way; I wouldn’t still be offering my Business Analysis services to my wonderful clients. Let’s get back to being serious though, to me this raises an important question: “How can a Business Analyst effectively add value and address the details without understanding the overarching strategic needs and objectives driving the analysis in the first place?” (Skilled Business Analysts do have a flair for asking incisive questions, after all).
M - Perceived as Intangible
‘Measurable’ is another characteristic we Business Analysts strive for, especially when it comes to defining something like a business KPI (Key Performance Indicator). However, it’s hard to measure something which is lacking visibility - Business Analysts work involves behind-the-scenes activities like Problem-Solving, Stakeholder Management, Risk Identification and Process Improvements that aren’t as immediately visible as perhaps strategic initiatives, coding or delivering a product. As a result, Business Analysis contributions may not be as tangible to some stakeholders therefore the capability and role can be a hard sell.
A – Broad and Ambiguous Skillset
Another reason may be down to the ambiguity of the role and capability (which is mildly ironic as skilled Business Analysts love to eat ambiguity for breakfast). Business Analysts often wear many hats, ranging from gathering requirements, analysing data, and facilitating communication between stakeholders to recommending solutions. Because their responsibilities can overlap with other roles (such as Project Managers, Stakeholder Managers or Data Analysts), their contributions aren't always clear to everyone. This lack of clarity regarding responsibilities can make it challenging to attain and value the distinct achievements that a Business Analyst contributes to the business.
R – Overlooking its Impact
Even when it comes to cost-cutting decisions, businesses may mistakenly view a Business Analysis capability as irrelevant and expendable because it doesn’t directly generate revenue. Business Analysts often face the challenge of convincing others that they’re not just there to take notes - they’re there to help prevent expensive surprises down the road. By focusing solely on immediate financial metrics and undervaluing the capability’s relevance, businesses risk undermining their own efficiency and effectiveness. The absence of the capability can result in missed opportunities for improvement, increased operational waste, and poorly aligned programmes and projects.
T – Short-Term Focus vs. Long-Term Value
Sometimes businesses focus too much on short-term goals without clearly articulating and communicating the true business motivation. Often, skilled Business Analysts relate this to wanting to launch a rocket without a pre-flight check - exciting, but potentially risky. A Business Analyst’s emphasis on thorough analysis, traceability and long-term value can be seen as delaying progress, even though this work can reduce risks and costly mistakes later on. This short-term, myopic focus often overlooks the importance of setting time-bound objectives that align with long-term business goals.
A Business Analysis capability delivers value and is critical to the success of any business
Recognising and investing in a Business Analysis capability is essential for a well-rounded approach to achieving sustainable success and navigating the complexities of today’s fast-paced business landscape. Here are just a few ways a Business Analysis capability delivers value to a business:
Business Analysis ‘Bridges the Gap’
Business Analysts are vital in connecting different stakeholders, aligning business goals with technical capabilities, and translating complex business motivations, needs, objectives and strategies into clear requirements, artefacts and actionable plans. They ensure that different sides understand each other, facilitating communication and collaboration, and ensuring that the final solution aligns with the business needs.
Business Analysis reduces risks
Business Analysts play a key role in risk reduction by proactively identifying challenges and issues early on before they escalate. Business Analysts also conduct gap analyses and feasibility studies to assess potential obstacles, facilitate informed decision-making and minimise the risk of miscommunication. By doing so they help to avoid programme and project misalignment, minimising scope creep, costly reworks and delays.
Business Analysis enhances efficiencies
Business Analysts play a pivotal role in optimising business performance by analysing processes and workflows. By conducting comprehensive process analysis and engaging with key stakeholders, Business Analysts gain a holistic understanding of how operations function across different areas of the business. Their insights drive meaningful improvements such as automation, re-engineered processes, or resource allocation refinement, ultimately leading to streamlined operations. This can all result in significant cost reductions, faster turnaround times, and increased productivity, all of which empower businesses to operate more competitively and with greater agility. In essence, Business Analysts don’t just fine-tune existing systems—they help pave the way for a more efficient, future-ready business.
Business Analysis enables innovation
Business Analysts are key drivers of innovation by identifying gaps between emerging opportunities and practical solutions. They identify areas where processes can be streamlined or enhanced and explore how new technologies or approaches can address these challenges. Business Analysts promote collaboration between stakeholders and encourage creative problem-solving, not only do they help generate innovative ideas but also help ensure those ideas are feasible and aligned with the business’ motivation and objectives, ultimately turning concepts into actionable strategies that drive value and business growth.
In conclusion, a Business Analysis capability offers invaluable insights that help businesses stay ahead of the curve by aligning strategy with execution, optimising processes, and driving informed decision-making. Its ability to reduce project and programme failures, identify risks early and ensure maximum value delivery makes the capability a vital asset in any business. When businesses underestimate or undervalue this critical capability, they risk overlooking opportunities for growth, efficiency, and innovation. In today's fast-paced and ever-evolving business world, the expertise of a skilled Business Analyst is not just beneficial - it's essential for long-term success.
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