Value-Driven BPM and SOA
          Lessons Learned from a Leader in
                 Marketing Services
        Mike Kavis...
Agenda

    1    Business Landscape

    2    The Project

    3    Initial Lessons Learned

    4    Success?

    5    A...
Business Landscape
Historical revenue growth was driven by
                adding distribution stores…
$(M)
220
                             ...
…but, the primary distribution channel
         was losing share of its consumer’s pockets
%
100


                       ...
Complex legacy technology and processes
Legacy technology




                                 For illustration purposes o...
Overworked   Frustrated
“The operations
are the same as
they were 20
years ago.”
– Customer
“$50 million
opportunity!”
– Sales
The Project
Project Objectives Across
Three Dimensions

• Strategic

• Operational

• Financial


…nothing magical about the objective...
Project Approach
             • Business strategy
               and objectives
Top Down
             • Future state visio...
Key findings…
Changes, Decisions
Initial Lessons Learned
Focus on Value
Business and IT
  Alignment
Success?
Not so fast. It’s still a long
road ahead…
Sell this guy!
Cover governance early
quot;People don't hate
change, they hate
how you are trying
to change themquot;
–Michael T. Kanazawa
Additional Lessons Learned
Success requires a Great Leader and Great
                Execution
Re-Evaluate the
   Organization
Reassess Incentives
    Same People
          +
   Same Process
          +
  New Technolo...
Reassess Incentives
Communicate
    all the time,
 using the right
communication
 vehicle for the
 right audience
Questions &
 Answers
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BPM SOA Lessons Learned

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Presentation on 3/31/09 at the AIIM 2009 Conference

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BPM SOA Lessons Learned

  1. 1. Value-Driven BPM and SOA Lessons Learned from a Leader in Marketing Services Mike Kavis Jimmy Chou Chief Technology Officer Managing Consultant mkavis@wirelessloyalty.com jchou@dominiondigital.com
  2. 2. Agenda 1 Business Landscape 2 The Project 3 Initial Lessons Learned 4 Success? 5 Additional Lessons Learned 6 Questions & Answers
  3. 3. Business Landscape
  4. 4. Historical revenue growth was driven by adding distribution stores… $(M) 220 Company revenues 200 Distribution store penetration 180 160 140 Other measure Other measure 120 Other measure 100 Other measure Other measure 80 1996 1997 1998 1999 2000 2001 2002 2003
  5. 5. …but, the primary distribution channel was losing share of its consumer’s pockets % 100 Channel’s share peaked here… 80 60 Company founded near 40 …dropped the peak… substantially by 2004 20 0 2004 1935 1945 1955 1965 1975 1985 1995
  6. 6. Complex legacy technology and processes Legacy technology For illustration purposes only
  7. 7. Overworked Frustrated
  8. 8. “The operations are the same as they were 20 years ago.” – Customer
  9. 9. “$50 million opportunity!” – Sales
  10. 10. The Project
  11. 11. Project Objectives Across Three Dimensions • Strategic • Operational • Financial …nothing magical about the objectives. The key was that the objectives and measures of success were all business and customer oriented.
  12. 12. Project Approach • Business strategy and objectives Top Down • Future state vision Gap Analysis Business • 9 Voice of customer & New Opportunity Outside In Portfolio Profitability Prioritization interviews Alignment Model • Detailed current state process analysis Bottoms Up • 34 SME interviews “Forward Thinking with Alignment” “Build the Right Thing” Value
  13. 13. Key findings…
  14. 14. Changes, Decisions
  15. 15. Initial Lessons Learned
  16. 16. Focus on Value
  17. 17. Business and IT Alignment
  18. 18. Success?
  19. 19. Not so fast. It’s still a long road ahead…
  20. 20. Sell this guy!
  21. 21. Cover governance early
  22. 22. quot;People don't hate change, they hate how you are trying to change themquot; –Michael T. Kanazawa
  23. 23. Additional Lessons Learned
  24. 24. Success requires a Great Leader and Great Execution
  25. 25. Re-Evaluate the Organization Reassess Incentives Same People + Same Process + New Technology = Same Mess
  26. 26. Reassess Incentives
  27. 27. Communicate all the time, using the right communication vehicle for the right audience
  28. 28. Questions & Answers

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