Value-Driven BPM and SOA - Lessons Learned

Value-Driven BPM and SOA

Lessons Learned from a Leader in Marketing Services

Mike KavisChief Technology Officer

mkavis@wirelessloyalty.com

Jimmy ChouManaging Consultant

jchou@dominiondigital.com

Agenda

Business Landscape1

The Project2

Initial Lessons Learned3

Success?4

Additional Lessons Learned5

Questions & Answers6

Business Landscape

80

100

120

140

160

180

200

220

1996 1997 1998 1999 2000 2001 2002 2003

Company revenues

Distribution store penetration

Other measure

Historical revenue growth was driven by adding distribution stores…

Other measure

Other measure

Other measure

Other measure

$(M)

0

20

40

60

80

100

1935 1945 1955 1965 1975 1985 1995

Channel’s share peaked here…

…dropped substantially by 2004

%

…but, the primary distribution channel was losing share of its consumer’s pockets

2004

Company founded near the peak…

Legacy technology Complex legacy technology and processes

For illustration purposes only

Overworked Frustrated

“The operations are the same as they were 20 years ago.”

– Customer

“$50 million opportunity!”– Sales

The Project

• Strategic

• Operational

• Financial

Project Objectives Across Three Dimensions

…nothing magical about the objectives. The key was that the objectives and measures of success were all business and customer oriented.

Top Down

Outside In

Bottoms Up

Value

• Business strategy

and objectives

• Future state vision

• 9 Voice of customer

interviews

• Detailed current

state process analysis

• 34 SME interviews

Business Portfolio

Alignment

Gap Analysis & New

Profitability Model

Opportunity Prioritization

“Forward Thinking with Alignment” “Build the Right Thing”

Project Approach

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

Reassess Incentives

Re-Evaluate the Organization

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