Angela Wick


BA-Squared & BA-Cube

Angela’s passion for business and product requirements, combined with her deep and broad experiences in the field, bring a unique perspective that helps all teams develop effective, flexible requirements practices.

In addition to her role as CEO of BA-Squared and founder of, Angela is also a LinkedIn Learning instructor on Agile Product Ownership and Business Analysis, IC-Agile Authorized Trainer, Product Owner and BA highly-rated trainer, highly-rated speaker, sought-after workshop facilitator, and contributor to many industry publications.

Angela has contributed to industry thought leadership in the following ways:

IIBA BABOK v3 Core Team, leading author on the BABOK v3, published April 15, 2015
Expert Reviewer, IIBA Agile Extension to the BABOK
IIBA Competency Model – Lead Author and Team Lead
LinkedIn Learning Instructor
ICAgile Certified Coach
Innovation Games Certified Collaboration Architect
Author of Career Models chapter in IIBA’s Managing Business Analysts book
Author of the industry’s first agile analysis survey
With over 20 years of experience, Angela helps BAs and PMs develop the skills they need to inspire collaboration, creativity and innovation. Angela is an industry leader with proven experience in the development and assessment of business analysis practices, competencies, and CoEs.

Presentation: Forget about Project and Requirements Metrics! Product Metrics Is Where It’s At!

As a BA or PO, the most critical piece of the “How do I add value?” puzzle is rooted in understanding the metrics that track the customer’s behavior with the product. Defining, understanding, and facilitating the team in making “metrics that matter” a reality is where the value truly gets delivered. Whether you work on a project, product, features, enhancements, or bug fixes; getting the customer impact and behavior changes defined and implemented successfully is where great business analysis truly stands out! This applies to Agile, Digital Transformations, DevOps, and even traditional project environments.

In this session:
• Learn about what product and customer metrics are and why they are so important to analysis
• Discover the steps to use in your analysis to ensure the leaders, stakeholders and teams are all aligned to deliver real customer and end user value.
• Learn how these steps cultivate leadership buy in, team clarity, and end user change management