One of the benefits of this workshop is that it answers many questions executives might have about BRM. Popular topics of interest for the Executive Brief Audience are about BRM team’s reporting lines, how BRMs can move from tactical to strategic role, and about the role of BRM in relation to service owners, portfolio managers and product managers. During the workshop, participants gain clarity about the BRM role positioning within an organization and knowledge of what BRM is all about. In general, executives come to understand that the BRM role requires specific competencies and that they need to invest in them.
As mentioned previously, a flexible approach is taken when preparing the workshop. Therefore, the content can be tailored to specific organizational needs and many pieces of content can be included. Among them, the Value Management Framework and understanding the organizational ability to create business value are widely preferred. Intuitively participants know about their organization’s ability to create value but learning about it in the BRM Executive Brief Workshop helps them to formulate it for their organization, which leads them to understand that BRMs play a significant role in the mission of the company and driving value. The future of BRM is in becoming strategic, moving away from tactical tasks. Now more than ever, organisations go through their digital transformation and strategic BRM is a key player in this journey. The Executive Brief Workshop helps participants to realize that executive support and leadership should be visible and that BRMs need help to define their role and position it strategically.