One of the most pervasive challenges faced by enterprises is the alignment between their service providers and the business they serve. The so-called ‘alignment challenge’ is especially visible when the provider is an internal Information Technology (IT) organization, though other internal shared services providers (such as Human Resources, Facilities, and Finance) as well as external providers similarly struggle to demonstrate their value and relevance to the businesses they serve. The Business Relationship Management (BRM) role is a crucial link between a service provider and the business, acting as a connector, orchestrator, and navigator between the service provider and one or more business units. In this webinar you will be introduced to the profession of Business Relationship Management, its core competencies (knowledge, skills, and behaviors) and components. You will learn basic BRM terminology, concepts, and key ideas to enable you to effectively communicate about BRM and begin to see the benefits of establishing this role, discipline, and capability within your own organization.

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Overview of Business Relationship
Management (BRM)
An Introduction to the Components and Competencies
of the BRM Profession

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Global IIL Companies

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Global Practice Director at IIL for over 9 years
Over 25 years of Business Analysis and Project
Management Experience:
• Fine Art Auction House
• Financial Services
• Media / Entertainment
• “Big 4” Consulting
Certified Business Analysis Professional™ (CBAP®) since
2007
PMI Professional in Business Analysis (PMI-PBA®) since
2014
Business Relationship Management Professional
(BRMP®) since 2015
About the Instructor:
Elaine Lincoln, Ed.D.

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• Introduction to the Business Relationship Management institute
(BRMI)
• What is Business Relationship Management?
• What does a Business Relationship Manager do?
• Competencies required of an effective BRM
• Concepts for Demand and Provider supply and how these impact the
BRM role
• Q&A
Objectives for Today’s Webinar
Purpose of the BRM Role and Discipline

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“Define, inspire, value, and promote the key traits of
effective Business Relationship Management.”
This mission is fulfilled through:
• A learning community of BRM professionals
• A wiki collaboration platform
• BRM Interactive Body of Knowledge™
• Professional BRM training, development, and certification
• BRM research and publications
• http://brminstitute.org/
About Business Relationship
Management Institute
Incorporated in March 2013 with a mission…
Find us on:

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Topic:
What is Business Relationship Management (BRM)?

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Can be both an organizational role (Business Relationship Manager) and a
discipline (Business Relationship Management):
• As a role, the Business Relationship Manager is a connector and
translator between a provider organization and a business unit
• As a discipline, Business Relationship Management embodies a set of
competencies (knowledge, skills, behaviors) that foster productive,
value-producing relationships between a Provider organization and
the Business Units they serve
Optimally, BRMs have the role as a full-time position.
Heads of provider organizations (e.g., CIO) fill the BRM role for the
enterprise as a part-time role.
• Therefore, the relationships between the provider head and BRM is
an important dimension – understanding and aligning enterprise and
BU needs
What is Business Relationship
Management? – Definition

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We refer to the role as
Business Relationship
Manager (BRM)
• Actual titles vary
considerably (e.g.,
Business Partner, IT
Partner, Account
Manager, Business
Unit Manager,
Business Integration
Manager)
We refer to the BRM’s
customer as “Business
Partner”
• Your organization
probably uses
different terms (e.g.,
Customer, Client,
Consumer)
We refer to the Supply
Organization as
“Provider”
• Majority of Providers
are Information
Technology (IT)
organizations
• We see increasing
adoption of the BRM
role for Human
Resources (HR),
Finance, Training,
Facilities, and other
Shared Services
BRM Terminology
For the purposes of this introduction to BRM…

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Sits at intersection of
service provider and
business partner
Stimulates, surfaces, and
shapes business demand
for maximized value
Member of both business
and provider
management teams
What does a Business Relationship
Manager do? – Typical BRM Role

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BRM Metaphors
BRM as navigator
BRM as connector
BRM as orchestrator

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BRM as “Navigator”
Roadmaps to Business Value!
Business
Units
Provider
Organization
Facilitate business
strategy and
roadmapping
Guide Architecture,
Portfolio and Program
Management
Facilitate
Business-Provider
convergence

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BRM as “Connector”
The Magic is in the Middle!
Business
Units
Provider
Organization
• Stimulate, surface,
and shape demand
• Raise “IT Savvy”
Influence appropriate
supply
Facilitate
productive
connectionsand
mobilize
Projectsand
Programs

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BRM as “Orchestrator”
Single Point of Focus!
Business
Units
Provider
Organization
Coordinate and
aggregate demand
Orchestrate key
provider roles
Orchestrate
capabilitiesto
drivevaluefrom
Providerservices

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Topic:
What competencies are required to be an effective
Business Relationship Manager (BRM)?

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BRM Competencies – BRM DNA™
Develop, Nurture, Advance

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BRM Competencies – BRM DNA™
Successful BRMs…
Masters at Strategic
Partnering
High Business IQ
Excel at Portfolio
Management

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BRM Competencies – BRM DNA™
Successful BRMs…
Excellent Knowledge of the Provider Domain
and Service Management discipline

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BRM Competencies – BRM DNA™
Successful BRMs…
Skilled in Business Transition Management
Powerful Communicators

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The “foundation”
supports the
execution of the role,
the “pillars” define
the BRM space in
terms of Core
Disciplines and the
“roof” protects the
integrity of the BRM
role
The “House of BRM”
Demand
Shaping
Exploring
Servicing
Value
Harvesting
Clarity of the
BRM Role in the context of the
Provider Strategy and Operating Model
BRM Competencies
• Strategic Partnering
• Business IQ
• Portfolio Management
• Provider Domain
• Powerful Communications
• Business Transition Management

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Topic:
Tools to Assess BRM Maturity

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A tool for calibrating business demand maturity, provider supply maturity, and the BRM role
BRM Context: Business-Provider
Maturity Model

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A tool for calibrating business demand maturity, provider supply maturity, and the BRM role
BRM Context: Business-Provider
Maturity Model

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Business Relationship Maturity Model

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• The BRM is gaining recognition as a key organizational role
sitting at the intersection of Service Provider and Business Partner
• A broad set of competencies is required to be an effective BRM
• The BRM role is evolving in terms of response to Business and Provider
forces
• Provider Supply Maturity is the key factor in determining the type of
BRM role (e.g., Strategic vs. Tactical)
• BRMs use a variety of models, techniques, frameworks, and processes to
support their practice
• Register for IIL’s Business Relationship Management Professional
(BRMP®) course and learn how to apply these tools to maximize
business value from your Provider organizations
Key Learning Points

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