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

Agenda
1 Business Landscape
2 The Project
3 Initial Lessons Learned
4 Success?
5 Additional Lessons Learned
6 Questions & Answers

Business Landscape

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

…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

Complex legacy technology and processes
Legacy technology
For illustration purposes only

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 objectives. The key was
that the objectives and measures of success were all
business and customer oriented.

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

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

\"People don't hate
change, they hate
how you are trying
to change them\"
–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 Technology
=
Same Mess

Reassess Incentives

Communicate
all the time,
using the right
communication
vehicle for the
right audience

Questions &
Answers