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ABPMP Strategic Marketing Plan. Board of Director’s Meeting September, 2012. Table of Contents. 1.0 Executive Summary 2.0 Situation Analysis 3.0 Marketing Strategy 4.0 Marketing Mix 5.0 Financials 6.0 Controls. 1.0 Executive Summary. - PowerPoint PPT Presentation


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ABPMP Strategic Marketing PlanBoard of Directors MeetingSeptember, 201212Table of Contents1.0 Executive Summary2.0 Situation Analysis3.0 Marketing Strategy4.0 Marketing Mix5.0 Financials6.0 Controls231.0 Executive SummaryTough economic times demand that companies cut cost while continuing to deliver the optimal levels of goods and services. BPM provide the means for companies to optimize their processes that can help achieve this goal.The need for educational programs and BPM Certification is stronger than ever and Corporations are looking for a credible institution to provide the services.342.0 Situation AnalysisMarket NeedsThe MarketMarket AnalysisMarket DemographicsMarket TrendsMarket GrowthABPMPMissionService OfferingPositioningSWOTCompetitionDirect CompetitionIndirect Competition45Market NeedsMarket NeedsThere is continuing, growing need for a BPM practitioner-based certification in the marketplace. Companies are embarking on business process management endeavors in record numbers and are looking for two distinct things:What? the what of BPM are the knowledge, skills and competencies required to perform BPM successfullyHow? the how of BPM are the governance & organizational practices, process methodologies, and best practices for performing BPM successfully There is tremendous need to develop more competent BPM practitioners, especially for Process Managers, Process Design/Redesign &, Analysis and BPM Knowledge Management.

Source: BPTrends: State of BPM 2008

562.0 Situation AnalysisThe MarketMarket AnalysisMarket DemographicsMarket TrendsMarket Growth67The MarketMarket AnalysisThe market for non-software related BPM is not well defined and the only data available are surveys done by BPTrends in 2006 and 2008 and are provided in this section.

Most of the major BPM efforts have been performed in larger organizations and have focused on the entire enterprise.Source: BPTrends: State of BPM 2010

78The MarketMarket AnalysisThe market for non-software related BPM is represented in the table below. Financial Services and Consulting still dominate. There is ample room for growth across industries.Source: BPTrends: State of BPM 2010

89The MarketMarket DemographicsAccording to BPTrends, the US and Europe have demonstrated industry leadership in terms of responses, however, according to ABPMP membership, North & South America have demonstrated commitment to the profession.Source: BPTrends: State of BPM 2010Source: ABPMP Member database

ABPMP ChaptersNumberUSA15Canada1Central/South America4Europe/EABPM6Asia1Middle East6Africa1910The MarketMarket TrendsOrganizations have undertaken various types of process initiatives, however, less than 30% are consistently undertaking process endeavors.Source: BPTrends: State of BPM 2010

1011The MarketMarket GrowthThe market for non-software related BPM tends to correlate with software related BPM efforts. There is a clear trend toward spending more money on BPM which might be reflective of an increased commitment by organizations to BPM

Source: BPTrends: State of BPM 201011122.0 Situation AnalysisABPMPMissionService OfferingsPositioningSWOTCompetitionDirect CompetitionIndirect Competition12132.0 Situation AnalysisABPMPThe Association of Business Process Management Professionals is a non-profit, vendor independent professional organization dedicated to the advancement of business process management concepts and its practices. ABPMP is practitioner-oriented and practitioner-led. ABPMP produces educational and networking events for continuing education and sharing of best practices, new ideas, and experiences of its members and professional colleagues.

13142.0 Situation AnalysisABPMP Vision:ABPMP will lead the development of BPM as a mainstream disciplineABPMP will be the global center for the community of practice in Business Process Management ABPMP will be the professional society for business process management professionalsABPMP will be the recognized authority for certifying BPM practitionersABPMP will recognize, acknowledge and honor those who make outstanding contributions to our discipline

The Mission of ABPMP is:to engage in activities that advance the practice of business process management, to promote and evolve a Common Body of Knowledge in this fieldto foster the development and advancement of the skills and competencies of the professionals who work in this disciplineto validate the professional qualifications and certify BPM practitioners

14RelationshipsRelationships:MembersChaptersGovernmentTraining ProvidersAffiliates (EABPM)BPM Community (PMI, IIBA, BAA)Competitors (BPM Council, OMG)16Service OfferingsBPM CBOKCBPP CertificationWorkshops (In Development: CBPP prep, BPM 101)SponsorshipsABPMP Website (Information portal)BPM Model CurriculaSocial Media groups (Linkedin, Facebook)Job PostingsConsultant and Training Provider RegistryRecognition of Outstanding BPM practitioners (future)Specialized Events (BPM day, Executive Day, etc.)Newsletters/Blogs (future)Conferences (future)Other publications (future)16Relationship MapMembershipCBPPCertificationBPM CBOKTraining ProvidersBPM WorkshopsBPM ConferencesBPM RegistryChaptersCareer PostingsBlogsGlobal Centers

Global Centers StructureCountry Boards to coordinate:Chapter DevelopmentCertificationWorkshops/Certification maintenanceTraining ProvidersStructure by geography/language combination (have to have local flavor for adoption)

20Training Provider ProgramPurpose To accredit organizations and institutions around the world interested in providing continuing education on BPM AccreditationOrganizations and institutions that become eligible for the Training Provider Program will receive the designation of ABPMP Qualified Training Provider (QTP) or the corresponding translation in the local languageCommitmentQTP must express commitment with the continuing BPM professional education in the long run and uphold ABPMP professional code of ethics and highest standards of conduct21Training Provider Program (cont'd)ScopeQTP must be capable to providing up-to-date training in BPM to fully support professional development and career buildingTraining Provider Program comprises of two types of agreements: Professional-oriented trainingAcademic course22Program rulesA BPM course under the QTP agreement should:Be aligned to the BPM CBOK Enforcing CBOK as the main reference on BPMTeach around the reference curriculum proposed by ABPMP Education CommitteeCourses content may differ, but the objective to be achieved may notCover theory and practice

2223Program rules (cont'd)A BPM course under the QTP agreement should (cont'd):Be online, face to face, recorded or a combination of these modesPermitting flexibility for different audiences and needsQTP course coordinator must be a CBPPInstructors are also encouraged to be CBPP2324Program rules (cont'd)The local ABPMP Chapter keeps a website in the countrys official language to display QTP names and contact data, along with other information of local interestThis encourages decentralization of website building and maintaining around the world in native languages rather than being all centralized under ABPMP International website Exampleshttp://www.abpmp-br.org (Brazil)2425Program rules (cont'd)The ABPMP logo can be included in the QTP course folderQTP courses are encouraged to provide a feedback form for the students to assess classesQTP courses should enable forums for the students to discuss the topics and a mechanism to place questions for the instructorsQTP should have a page published on its own website to display course details26Program rules (cont'd)Depending on the performance or violations of the code of ethics or standards of conduct, any QTP can be disaccreditedIn order to become a Training Provider, the organization or institution must submit to the local ABPMP Chapter a course description showing the disciplines, content, sequencing, instructors, teaching mode27Program rules (cont'd)For Training Organizations ONLY (not applicable for Academic Institutions)8% of the gross revenue (or a flat fee) must be transferred to the ABPMP in the country as an accreditation fee

IntegrationMember/Brand associationRecognition of members and their accomplishmentsCertificationQualified Training ProvidersWill market ABPMP and Certification to people/members

Training Provider IntegrationPublish Model Curricula to QTPs and UniversitiesQTPs must be CBPPsMust all be enabled by Qualified Training Provider ProgramQuarterly Bootcamps that precede a planned certification exam at specified locations around the country.Bootcamp track at Forrester/Gartner/IRM UK BPM Conferences add an extra day for CBPP examChapter EventsInternally must be enabled by ABPMP CBPP Bootcamp material (with sample 3 5 questions per section)Action: VP of Education to drive QTP programAction: Appoint Directors by Geography to orchestrate Chapter development30Reference curriculumBPM Basic topicsIntroduction to BPM and to the BPM CBOKProcess ModelingProcess AnalysisProcess DesignBPMN -Business Process Modeling NotationProcess-oriented Organization, Roles and ResponsibilitiesProcess Performance MeasurementProcess Quality Assurance

31Reference curriculum (cont'd)BPM Intermediate topicsProcess Transformation and InnovationBusiness Process Patterns, Best Practices and Reference ModelsChange ManagementRisk Management in Process ChangeBPM OfficeProcess Performance ManagementProcess Outsourcing Shared Services32Reference curriculum (cont'd)BPM Advanced topicsProcess Improvement Methodologies (Six Sigma & Lean)Statistical Process Control (SPC)Business Processes financialsProcess Project ManagementService DesignOutside-In Process DesignGreen BPMEnterprise Process ManagementBusiness Process MaturityBusiness Process Management TechnologyIndependent Consultant RegistryInitial