Certified Business Analysis Professional (CBAP) — Question 282

A local manufacturer that serves about 1000 retail stores is experiencing a slow yet steady decrease of its customer base over the last couple of years. Attributing the situation to increased competition, management has hired a team of sales representatives to attract new clients and promote the manufacturer's products.
However, after four months there is still no progress. Management has engaged a business analyst (BA) to investigate this issue.
What should the BA do first?

Answer options

• A. Perform market research to identify on which competitive advantages the sales team should focus
• B. Create a training program to close potential skill gaps for the sales team
• C. Review historic sales and related data to understand what is happening to the customer base
• D. Identify appropriate training providers and send out a request for proposal

Correct answer: C

Explanation

The correct answer is C because analyzing historical sales data provides insights into trends and customer behavior, which is essential for understanding the reasons behind the decline. Options A and B may be beneficial later, but without first understanding the current situation, those actions could be misdirected. Option D focuses on training providers, which is premature without first assessing the existing team's performance and needs.