The document discusses the role of the Business Relationship Manager (BRM). The BRM acts as a liaison between corporate services/IT and business units within an organization. Key responsibilities of a BRM include managing projects and priorities, maintaining relationships, and advising business units. The role of a BRM varies depending on their orientation - those with high business orientation have more influence, while those with high service orientation focus more on customer satisfaction. Effective BRMs understand both the business needs and corporate services/IT capabilities.
What is the role of the business relationship manager (BRM)?
1. WHAT IS THE ROLE OF THE
BUSINESS RELATIONSHIP MANAGER
(BRM)
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. 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. 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. 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. 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. 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. 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. …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. 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
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. 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. • 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. 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. 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. 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. 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
Editor's Notes
There is a TV show called how I met your mother. Perhaps you are familiar with it. In this show there is a character called barney. Barney is a womanizer played by Neil Patrick Harris. Throughout the show we see this character in his huge office, constantly talking on the phone to the North Korean government but yet we never know exactly what it is he does for a living. When his friends ask him point blank he simply replies “Please!”, as if it was very obvious. Throughout the seasons we never have any clue as what is job might be. Sometimes being responsible for business relationship management can feel like that. There is a test I like, it’s called “Does your mom understand what you do for a living?”. Unless your mom works in a big company or in a similar industry, chances are she has a hard time understanding what it is you do on a daily basis. But in the case of BRMs, that often extend of their own colleagues, internal clients and peers. Since there are no definition so what exactly a BRM do, we’ve compiled to most frequently used descriptions and roles and responsibilities in this section. We will see what exactly is a RBM, how the role varies from one organization to another and what competencies a BRM should have.
A typical business manager cannot be expected to keep up with tall the support organizations that serves him. Between HR, IT, finance there are The same way, support functions cannot keep track of all of the different priorities, orientations and constraints of all its internal clients. The BRM exist simply because organizations have become too large and complex to be able to simply talk to one another. Therefore, the first role of the BRM is to reduce complexity.
The business literature is very clear on the importance of customer satisfaction. Customer satisfaction has been linked to higher customer retention, increases in sales and overall profitability. In fact, customer satisfaction is now one of the best predictor of the success of an organization. But in CS we don’t have customers, we have users. And there is a big difference between users and customers: they don’t have a choice. Users cannot go out and buy their own computers, software or services. Users also don’t have the option of not using the services. They are mandated as part of their job function to use the software provided. For example, a customer service representative has to use the company’s ERP to track shipments or enter sales orders. For them, voting with their feet and not using the services is not an option. And while companies try to get customers to spend more and use more of their services, in CS we often want to limit the number of services consumed by the users. So if CS departments are monopolies, why is it important for them to manage satisfaction?
Often, we use the analogy of the commercial account manager to explain what the role of the BRM is. Although there are similarities between the two roles, it is actually very different.
There are still no official definition of the role of the BRM. But the most agreed upon one is:
1. Vendor management, which includes managing and developing relationships with ESPs of all kinds, while negotiating and monitoring contracts and purchasing. With CS capital spending climbing and more systems and services being bought in from outside, vendor management is a key role. 2. Technology advancement, which is application design and development par excellence. The growing need for prototyping and rapid application building, the increasing complexity of systems integration and the growing need for interorganizational systems links makes this a key role. 3. Business enhancement, which includes business process analysis and design, project management and managing relationships with users. This role is crucial for exploiting CS to maximum advantage in the business. 4. Architecture development, which is concerned with developing a blueprint for the overall CS technical design. This role is crucial for providing a foundation for intra- and intercompany working that is both stable and flexible, avoiding the trap of setting the organization in electronic concrete. CS leadership, which includes CS envisioning, fusing CS strategy with business and managing IS resources. With CS now fundamental to business success, this role can make a material difference to shareholder value.
As CS organization are more an more complex, clients need a way to interact with CS as a whole. The position "Business Relationship Manager" was actually created by CIOs as the solution to a recently definable problem that the business side of things sees a barrier to the use of CS in companies mostly because they (the business, not CS) do not understand what can and cannot be done with CS.To solve this problem, CIOs created the Business Relationship Manager position to act as the liaison between the business and the CS department to facilitate and improve the effectiveness of communication. Which in turn will improve the company as a whole.
BRM is a difficult position. Constantly in between the objectives and priorities of shared services and its clients the business units, it is often difficult to manage competing priorities. Business units: New projects, bigger better services, new equipment, new technologiesCS: Cost reduction, security, standards,
Manage projects.
Business PartnersThe BRM works with the business at several organizational levels. The BRM will work with business area teams to understand project requirements, shape the initial project request, and provide a high-level estimate of the project effort and costs used in cost-benefit analysis. The BRM will regularly report back to business managers on the status of projects.Application ArchitectsEarly in the process, the BRM works with the architects to discuss potential solutions that match the business strategy with the technology strategy. The architects will also provide consulting on additional costs due to additional equipment or increased capacity requirements.Project ManagersEarly in the process, the BRM works with the PM's to discuss staffing needs, high-level timelines, and the associated cost. Throughout a project, the BRM will stay informed on the project status in order to provide business managers with regular status. Occasionally during the project, the BRM will be used in a facilitation role when an impasse between the technology team and the business team occurs.Finance ManagersThe BRM may also need to work and supply information through to either a dedicated CS Finance team or to Management Accountants within the Finance Function. This can cover involvement in the Organisation's annual planning process (The Budget), updates to forecasts, down to providing updates from CS Department & Project managers in helping analysis of CS spend to date.