An organization needs to be accessible by the customer, true. However, what is even more important, yet overlooked, is that the organization needs to reach its customers. Now, when you read the previous statement, the first concept that would cross your mind, in most cases, is marketing.
If I ask you to go to a layer further down and to think about what is marketing based upon, some of you might shed a light on the product and services that the organizations provide, which is correct, partly.
However, I would like you to think about what bridges these two concepts while aligning them with the customers? Enters: Business Analysis. A business analyst performs a wide range of essential activities to help the business thrive and to keep the customers satisfied: