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The role of the business analyst is rapidly changing in today's challenging economic environment. As it becomes more critical for organizations to increase business value while using the same or fewer resources, innovation is key for BA's to provide this value. Join Ashok Reddy, a Director of Product Delivery Organization at IBM Rational, to examine the changing role of business analyst at IBM and discuss how this pivotal role is helping to drive more effective product and project delivery and keeping teams aligned to the business outcomes. Ashok Reddy is responsible for product delivery in areas consisting of Security, Jazz Platform, Process Automation, Reporting and Process Products and to bring an outside in customer/market view to deliver products that help customers achieve their business outcomes.