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Bluegrass IIBA Webinar - Skepticism to Advocacy: Selling Business Analysis to Reluctant Stakeholders with Adrian Reed

  • Tuesday, February 20, 2024
  • 12:00 PM - 1:00 PM
  • Online webinar


  • For those that attended the Agile Analysis Certification Chat

Webinar: Skepticism to Advocacy: Selling Business Analysis to Reluctant Stakeholders

Have you ever felt professionally misunderstood? Ever had stakeholders that don’t want to engage with business analysis work, or that involved BAs too late? If so, then this is the session for you!

The harsh truth is that business analysis is misunderstood sometimes. Yet, it is our role as practitioners to cut through that misunderstanding and show stakeholders the value that we can add. In this session, you’ll hear tips and techniques from the world of sales that can be used to ‘sell’ the BA role internally. 

During the session you will hear:

  • A range of techniques and ideas from the world of sales that are directly relevant for BAs
  • Tips and tricks for getting skeptical stakeholders interested and engaged with business analysis
  • The importance of understanding stakeholder perspectives, and deepening relationships
  • Whether you are an experienced or newer BA, you’ll walk away with techniques that you can apply in your day job.
In collaboration with West Michigan IIBA Chapter


    Presented by: Adrian Reed

    Adrian Reed is a true advocate of the analysis profession. In his day job, he acts as Principal Consultant at Blackmetric Business Solutions where he provides business analysis consultancy and training solutions to a range of clients in varying industries. He is editor-in-chief of the quarterly open-access magazine BA Digest, and he speaks internationally on topics relating to business analysis and business change.  Adrian wrote the 2016 book ‘Be a Great Problem Solver… Now’ and the 2018 book ‘Business Analyst’

    You can read Adrian’s blog at and connect with him on LinkedIn at

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    Based in Lexington, Kentucky and serving all interested Kentucky Business Analysts    

    Mailing address:  Bluegrass IIBA Chapter | 1588 Leestown Road, Suite 130-111 | Lexington, KY  40511



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