Storytelling for the BA. MSP PDD 2017 Renee Saint-Louis Capstone Publishing

Transcription

1 Storytelling for the BA MSP PDD 2017 Renee Saint-Louis Capstone Publishing

2 Agenda What s Marketing got to do with Business Analysis? Why is Storytelling Important Basic Principles of Storytelling How to Structure a Good Story

3 When Marketing is Done Well We connect with the story.

4 When It s Done Poorly There s severe backlash!

5 To Be A Good Marketer You Must: Understand your customer or target market s goals Personalize by speaking to their needs or wants Know the Why Overcome barriers to purchase by understanding the competition Inspire your target market to take action to fulfill their needs/wants with your product

6 To Be a Good Business Analyst You Must: Discover your customer s goals Distinguish between their wants and needs Discover obstacles that stand in the way of achieving goals Know the competition Inspire people to take action to improve or change through great user stories, process improvement, and change management

7 Why Are Stories so Important? Our brains are wired for stories Stories activate the whole brain, Straight Data activates only the Language centers of the brain It s easier to remember a story than cold hard facts!

8 When Do BA s Need to Tell Stories?

9 How Do Marketers Tell Great Stories? They get prepared!

10 Step 1: Use Data to Find the Story When marketers need to tell a story, they often start by looking in their data to understand how people are using their products You can learn a LOT by piecing together a customer s journey through their data points. By looking in Salesforce, I found this story on how marketing automation won a sale for Capstone April 5th April 15th April 25th May 5th June 3rd June 13th Amanda Signed up for a Trial Jodi Signed up for a Trial Katy Signed up for a Trial Kim, the Assistant principal signs up for a trial Kim calls Paige at Capstone and asks for a quote Kim buys PebbleGo

11 Step 2: Know Your Characters (Target Market) As a BA your characters can be: Executive Sponsors Customers Subject Matter Experts Team Members Create a Persona for each of them Decide which characters are your target market for your story

12 Why Do I Need to Know My Characters? If you want to be heard, you MUST connect with people in their own language

13 Step 3: Identify Goals & What s at Stake Create a Character Map that states each person s goals and what s at stake Launch a beautifully designed, intuitive mobile app that will increase customer retention Design a beautiful app and increase repeat business with client Profitably deliver highly visible project to client. Future projects/consulting spend at stake

14 Step 4: Identify Wants vs Needs Need: High Quality App delivered. Want: Delivered by June (it was April).

15 Step 5: Identify the Obstacles Road blocks aren t always obvious Can be things like: Long held beliefs or company myths The competition Time Resources available

16 Now You re Ready to Tell the Story

17 The Most Basic Story Character Obstacle Goal

18 How My Story Came Together

19 Don t Forget the ASK! All good business stories end with an ask. Ask for what you need.

20 My Advice Say It With Pictures

21 Library Commissions External Reps Inside Sales DSA s Renewal Specialists Management Pay rate based Digital New Sales Pay rate on Digital Renewal Sales Pay rate based on product type (CI, Print) Calculate commission based on sales/quota tiers Calculate incentive based on achieving a percent of quota Calculate bonus based on product type (Print) Quarterly Quota Recoup bonus Annual Quota Recoup bonus Pay commission based on another person s sales Pay additional commission only on Sales achieved over quota Pay Bonus based on New/Renewal Sales 21

22 A little Fun Pixar and Disney use this technique when creating stories

23 An Example of a Story Spine Once upon a time Everyday But One Day Because of that Because of that Because of that Until Finally Ever Since Then

24 Let s Give it a Try

25 Thank you! Contact: Renee Saint-Louis

26 Storytelling for the BA MSP PDD 2017 Renee Saint-Louis Capstone Publishing