Is process modelling difficult? It sounds quite straightforward: processes are to be modelled—arrows and boxes—this happens, and then that happens. Let’s just get on with it!
BPMN is a well-known modeling notation. It stands for Business Process Model and Notation. Much has been discussion about this notation, however many people aren't aware of how to use this notation, and more importantly, when to use this notation. In this chat we talk to Stephen White who was involved in development of this modeling language.
Chances are, if you're watching this video, either you or somebody you know, is in the profession of business process management, or BPM. Business process management professionals have a very unique role to play in any organization. They get to see across processes, across the organization - not just siloed departments. This view can bring so much value across the organization. Not to mention that a lot of BPM professionals are fairly smart. Having said all that, why aren't people in the whole entire organization just absolutely raging at their door, wanting them to work at every single project, every single piece of work?
In this week’s Process Session, we talk about the importance of selling your process model benefits using best practice marketing tactics and approaches. The transcript below has been lightly edited. -- Sandeep: Selling the benefits of process modeling is difficult. In fact it’s one of the hardest things that any process modeling project undergoes. A lot of traditional ways of selling process models have been questioned before and some of them have not worked. Others may have but what we’re offering today is a fresh new way to look at how process models have been sold. More importantly the benefits of these process models. I’d like to introduce you to Daniel Weatherhead who’s our marketing manager in Leonardo Consulting. He is here today to answer some of our questions and provide some guidelines on how process modeling or models can benefit from a marketing perspective. Welcome to the show Daniel. Daniel: Thanks Sandeep. It’s great to be here today. Sandeep: So before we get into actually answering the question of how process modeling can leverage marketing, let’s get some of the basics correct first. So Dan in your point of view, what are some of the basic techniques the world of marketing can inform and can educate the people in the modeling world? Daniel: What we’re talking about is a shift - a shift away from what we would call the old outbound marketing tactics. These are the tactics of the previous generation - the generation before. Interruptive tactics that don’t necessarily look to inform and educate but were very much placed there interruptively into people’s lives. Now think about your television ads, your radio ads, your newspaper, advertisements. These are the sort of things that shout at you. They are one-way traffic. People didn’t necessarily go seeking those messages.
Have you been asked to do a process model and you just don't know the amount of detail that you need to do a successful process model? The level of granularity that you have in your process model will determine how useful it will be.