EXPERT BLOG: From Insights to Impact: Reflections from CROBA 2025

Written by Marina Mišetić, Delivery Unit Manager at ASEE

CROBA (Croatian Business Analysts) is a non-profit, volunteer-led organization committed to developing and promoting the business analysis profession in Croatia and the surrounding region. The conference took place in Zagreb on September 10–11, together with professionals passionate about advancing their business analysis skills and impact. Over two days of talks, panels, and workshops, experts from different industries explored how analysts can drive real business outcomes — not just deliver reports.

I had the pleasure of participating in the panel “Measuring BA Performance” and giving a presentation titled “From Insights to Influence,” focused on how communication and storytelling transform analysis into action.

Panel: Measuring BA Performance

Our discussion centered on a critical question: why traditional KPIs often fail to measure real business value accurately. Many organizations still track metrics such as the number of requirements written, meetings held, or reports produced. These measure output, not outcome.

We highlighted the importance of shifting towards metrics that reflect contribution to business goals, decision quality, and stakeholder satisfaction.

Key takeaways for BA teams:

1. Measure how your analysis influenced business decisions, not just how many analyses you delivered.
2. Collect stakeholder feedback on the clarity and usefulness of your insights — that’s your real performance indicator.

Talk: From Insights to Influence

The core message of my talk was simple:

Analysis alone doesn’t create change — the way we communicate it does.

Too often, BA teams produce brilliant analysis that never leads to action because it’s presented in a technical, data-heavy way. That’s where storytelling and structured communication make the difference.

I shared a simple framework:

1. Shape your message – start with what matters most to your audience.
2. Support it with data – concise, relevant, and clear.
3. Lead to a decision – always end with “what should happen next.”

Even the best insights can fail to make an impact if they are not presented clearly and compellingly. That’s why I shared three complementary techniques that help analysts move from data to influence:

• Classic Story Structure – using narrative flow to make data relatable and memorable.
• SCQA Framework – (Situation → Complication → Question → Answer) to create tension and logical flow.
• Pyramid Principle – leading with the conclusion, then supporting it with data and reasoning.

Together, these methods help transform complex analysis into stories that inspire understanding and decisions.

As an example, I described a case from the water management industry: a deep CRM (Customer Relationship Management) process analysis initially failed to gain traction. But when the same findings were reframed through a customer story — showing the frustration of receiving three incorrect bills in one month — leadership immediately understood the human and financial impact. The investment decision was made the same week.

Perspective as a Delivery Unit Manager

From a Delivery Unit Manager’s point of view, two elements are vital for project success: measuring real impact and communicating results effectively.

When teams measure performance based on how their work drives change, rather than the quantity of work produced, they gain focus and motivation. At the same time, clear, structured communication helps align teams, clients, and stakeholders — ensuring everyone understands the why, what, and what's next.

Conclusion

Business analysis drives value only when it leads to meaningful business change.
That’s why we must:

• Measure what truly drives business value, not just output.
• Use storytelling and structure to turn insights into decisions.