Business Architecture Innovation Summit. June 16 – 17, 2015 in Berlin, Germany

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Optional Full-Day Pre-Summit Business Architecture Preparatory Workshop 
Monday, June 15 for Innovation Summit Attendees only.
$100 Add-on fee applies (includes lunch).  Click HERE for more information.

Business Architecture Innovation Summit – Day One
Tuesday, June 16
8:30 - 8:45 am Introduction and Welcome
Dr. Richard Mark Soley, CEO, OMG
Chairman and Chief Executive Officer of OMG, Executive Director of the Cloud Standards Customer Council, and Executive Director of the Industrial Internet Consortium, Dr. Soley also serves on numerous industrial, technical and academic conference program committees, and speaks all over the world on issues relevant to standards, the adoption of new technology and creating successful companies.
8:45 - 9:10 am Opening Address
Whynde Kuehn, Principal, S2E Consulting Inc., Business Architecture Guild
Abstract: This session will welcome attendees, provide a snapshot of how business architecture is delivering value across an increasingly wider spectrum and overview the excellent sessions planned for the next two days.

BIO: Whynde is a long-time business architecture practitioner, educator and industry thought leader. She has developed business architecture for some of the largest business transformations in the world and has extensive experience helping clients to build their own business architecture practices. She is a Cofounder, Board Member and Editorial Board Chair of the Business Architecture Guild. Whynde also applies her business experience to help social entrepreneurs and non-profit organizations achieve their missions.
9:10 - 9:55 am Keynote: Business Architecture: Organic Growth vs. Executive Mandate
William Ulrich, President, TSG, Inc., President, Business Architecture Guild
Abstract: Business architecture has been growing organically in numerous businesses and industries worldwide over the past few years. Yet executive sponsorship is essential to fully deploying and sustaining an effective, results-oriented business architecture program. This discussion explores organic growth vs. executive mandated scenarios and experiences, with a focus on why they are both important for business architecture to deliver real value. Examples from various companies and industry survey samplings will point to best practices and takeaway lessons that business can apply to their own situation.

BIO: William Ulrich is a management consultant, mentor, author and workshop leader. He is President of TSG, Inc., President and Cofounder of the Business Architecture Guild, and Co-Chair of OMG Architecture-Driven Modernization Task Force. He is a recognized mentor and leader in business transformation strategies and has worked with numerous industries worldwide to define and shape business-driven transformation initiatives
9:55 - 10:15 am Break
10:15 - 11:05 am Implementing & Operating a Pharmacovigilance System for the European Medicines Agency
Dr. Franck Diafouka, Head of Division Support, European Medicines Agency
Abstract: The European medicines regulatory system is based on a network of regulatory medicines from the Member States of the European Economic Area, European Commission and European Medicines Agency. The pharmacovigilance system of the European Medicines Agency supports the full realization of the organization's mission through the collection, management and analysis of safety data, assessment of safety information, decision-making and communication of regulatory decisions. The network operates within one of the most complex regulatory environments in the world. Ambitious, game-changing legislation established strategic objectives that include clarifying roles and responsibilities among stakeholders, establishing robust decision-making mechanisms and improving the provision of information on medicines. The presentation will outline the challenges and opportunities arising from the establishment, operation and continuous improvement of the European Medicines Agency's pharmacovigilance system in a matrix organization.

BIO: Dr Franck Diafouka has been working at the European Medicines Agency in London for the last 8 years where he served as program manager for the EU-wide implementation of the pharmacovigilance legislation. He is Head of Division support for inspections and human medicines pharmacovigilance, particularly responsible for integrated quality management, corporate risk and business continuity.
11:05 - 11:55 am Using Business Architecture to Plan Business Transformation
Lene Osterberg, Head of Product Controls, Nordea Bank, AB
Abstract: Nordea Bank AB is the largest financial services group in Northern Europe has been designated as a Strategically Important Financial Institution, placing them under new regulatory regimes. While Nordea Bank, AB has a reputation for being exceptionally well run, it was felt that there were opportunities for improvement. As a result, business architecture was chosen as the best method to identify business opportunities and establish a plan to meet new regulatory requirements.

BIO: Nordea Capital Market is the largest investment bank in the Nordic countries. Lene Osterberg serves as Head of Product Controls at Nordea Capital Market, an investment bank. Her team is responsible for determining the fair value of trades and determining the official profit and loss figures
Noon - 1:00 pm Lunch
1:00 - 1:45 pm Digital Customer Experience Architecture
Mike Clark, Business Designer and Technologist, Cohesion 360 Ltd
Melvin Brand Flu - Director of Business Design and Managing Partner of Livework.
Abstract: Digital customers are ahead of most businesses. This presentation will present opportunities for businesses to develop and evolve digital abilities. Using a customer architecture strategy will enable business architects to identify the core elements of the digital strategy and help the organization focus on the digital capabilities that create value for the business and its customers.

BIO: Mike is a Business Designer & Digital Technologist. He is the founder of Cohesion 360 and also the co-creator of the Cohesive Enterprise Design framework, which brings together architecture and design, with the aim of turning customer insights and business outcomes into viable products and services.

BIO: Melvin Brand Flu is Partner of strategy and business design at Livework. He is a business and strategy consultant with over 25 years' experience working for companies across continents. He advises executives and businesses on cutting edge of business innovation in industries ranging from telecommunication and financial services, to public sector and entertainment.

1:45 - 2:30 pm Aligning Business Architecture with Business Design
Steve DuPont, Associate Technical Fellow, Enterprise Architecture, the Boeing Company
Abstract: Companies today face shrinking product and business model lifecycles against a backdrop of increased competition, sophisticated consumers, and market uncertainty. Many organizations are beginning to use a business design approach to rapidly innovate and develop sustainable business models that realize their goals and meet the needs of their customers. The author introduces key topics in business design and provides insight on aligning business architecture with business design.

BIO: Steve DuPont is an Associate Technical Fellow and Senior Enterprise Architect with The Boeing Company. He has over 30 years of experience in the aerospace industry, leading IT and business architecture development for engineering, manufacturing, sales and marketing domains. His current focus is to advance the state of the practice of business architecture at Boeing and contribute to the body of knowledge and industry standards in this discipline.
2:30 - 3:00 pm Networking Break
3:00 - 3:45 pm Simplifying Business to Drive Higher Performance - How Business Architecture Can Reduce Unnecessary Complexity
Mark Lancelott, Managing Consultant, PA Consulting
Abstract: Over the last two years there has been a growing recognition of organizational complexity as a strategic issue, and we have seen leading companies in sectors as diverse as Pharmaceuticals, Financial Services, Transport, Telecomms, and Energy launch major simplification programs. Nimbler start-ups continue to disrupt established industries and steal market share from businesses with access to far greater resources, arguably by finding simpler ways to create value for customers and being unencumbered by complexity of scale and history. But simplifying businesses is not easy. Businesses operate in complex and dynamic markets. Whilst it can be easy to spot the symptoms of over-complex organizations, knowing how to simplify is difficult. This session will discuss how to use business architecture to reduce complexity and drive performance.

BIO:  Mark is an experienced business design consultant with over twenty years of experience helping organizations re-architect and transform themselves. His design work spans both public and private sectors, and a range of strategic challenges including cost reduction, growth, innovation and re-configuration. Mark is an Associate lecturer at Ashridge Business School, regularly co-delivering with Andrew Campbell the 'Designing Operating Models' course, and he leads the people development of PA's c.350 business design consultants and associated internal training and development interventions.
3:45 - 4:30 pm Driving Mission Strategy to Cross-Business Capability Assessment in a Defense Company
Bryan Lail, Business Architect Fellow, Raytheon
Abstract: The global defense sector is moving through a change in environment already witnessed by the commercial sector, characterized by broader competition, international partnering and a need for innovative, affordable solutions. Significant shifts in business models require a commensurate reassessment of the way a company does business and setting up new value streams to compete in the new market. We will look at a set of methods built off the BIZBOK® Guide as practiced by the Raytheon Company to analyze and act on these market drivers. The methodology will then be described in detail using the results from the Business Architecture Guild Innovation Summit in Austin Sep 2014, based on a working session on business modeling tied to a Smart Phone technology company. For this example we will take the working group's perspective on business model shifts (split into two distinct markets), flow that to business capability gaps, new value streams and investments. We'll shift to a spreadsheet version to visualize the impact of a change to that business gap assessment and then conclude with lessons learned on the approach.

BIO: Bryan Lail is the Business Architecture Methodology lead for the Raytheon Company. He is also a member and author in the Business Model group in the Business Architecture Guild. Brian has 26 years of experience in the defense industry and a Masters in Physics.
4:30 - 5:30 pm Business Design & Strategic Simplification Panel Discussion
Panel Chair, Whynde Kuehn, Principal, S2E Consulting Inc., Director, Business Architecture Guild
Participants: Steve DuPont, Lene Osterberg, Franck Diafouka, Mike Clark, Mark Lancelott
Abstract: This panel will assemble practitioner speakers from the afternoon to discuss how business architecture provides a framework for streamlining business, improving business design, reducing complexity and driving up performance.
5:30 pm Close/Wrap-up Day One
Business Architecture Innovation Summit – Day Two
Wednesday, June 17
8:45 - 9:00 am Business Architecture Innovation Summit - Session Overview & Day One Recap
William Ulrich, President, TSG, INC., President, Business Architecture Guild
9:00 - 9:55 am Business-Driven Roadmaps, Funding & Initiatives
Diana Krohn, Principal Enterprise Architect, United Airlines
Diane LeBeau, Director of Business Architecture, United Airlines
Abstract: There is untapped opportunity in cross-functional business planning. Investments and benefits can be optimized by using capability based analysis, to drive out roadmaps and initiatives. This session follows a United Airlines case study of piloting cross functional business road mapping and IT initiative funding, highlighting the benefits and challenges of implementation.

BIO: Diana Krohn is a Principal Business Architect at United Airlines. Diana assisted in establishing the company's first business architecture team in 2008. She is responsible for capability analysis, process modeling, portfolio analysis, road mapping, business impact analysis and business analyst competency development. Prior to her current assignment, Diana held positions in industrial engineering, business analysis, and process improvement, has a B.S. in Industrial Engineering from the Milwaukee School of Engineering and a member of the Business Architecture Guild's Advisory Board.

BIO: Diane Le Beau is the Director of Business Architecture at United Airlines. Diane established the company's first business architecture team in 2008. She is responsible for business capability and strategy alignment, transformation/merger activities as it relates to business readiness and impact analysis and portfolio and business Engagement. Prior to her recent position, Diane worked in operations, managing Customer Service at one of United's Hubs responsible for customer satisfaction, employee engagement and continuous improvement over three separate airport terminals.
9:55 - 10:20 am Break
10:20 - 11:00 am Business Architecture & Enterprise Architecture Review Board: Driving Governance & Enterprise Visibility
Phil Chilson, Europe Deputy Commander, Defense Contract Management Agency
Karen Noland, Enterprise Data Manager
Abstract: The Enterprise Architecture Review Board (EARB) is an enterprise review body of the Defense Contract Management Agency (DCMA) that will analyze and evaluate business processes, automated capabilities, and policy changes to DCMA's existing IT, Operational and Business environment which is aligned to the Depart of Defense's (DoD) Business Enterprise Architecture. This internal activity will ensure alignment to the DoD and DCMA strategic goals and mission statement. All DoD entities must be in compliance with Laws, Regulations and Policy to adhere to a structured DoD governance framework. The EARB provides an Enterprise level of transparency in order to enable DCMA's Governance Panels to make informed business decisions and drive DoD alignment. The EARB supports the Governance Panels and various Working Groups by screening Initiator requests and providing an Impact Analysis Report (IAR) to identify Enterprise impacts on the as-is environment and to guide the final decision making process. DCMA's Capital Planning and Investment Control Processes (CPIC) will enhance the governance by providing objective cost analyses, potential risks and multi-dimensional views of the investment portfolio. CPIC and EA are mutually supportive processes which, when integrated, create the ideal environment for effective governance. The EARB will drive an orchestrated review process to support DCMA's governance structure.

BIO: Phil Chilson is the Europe Deputy Commander for the Defense Contract Management Agency. Mr. Chilson assumed his current duties as DCMA Europe's Deputy Commander in September 2014.During his professional career, he has served in a variety of acquisition leadership positions in the US Air Force and DCMA. Mr. Chilson has held several military acquisition command positions. In the late 1990s, he served as the Commander of the 18th Contracting Squadron at Kadena AB, Japan for a two year period. In 1998, Mr Chilson was reassigned to DCMA, subsequently serving as commander in three successive DCMA commands (DCMA Raytheon E-Systems, DCMA Pacific and DCMA Boeing-Long Beach). Following his military retirement from active duty in the rank of Colonel, Mr. Chilson entered Federal Civilian Service as DCMA Twin Cities' Deputy Commander in 2006. Since 2010, he has held a variety of leadership roles at HQ DCMA to include leading a policy division in the Portfolio Mgt & Integration Directorate.

BIO: Karen Noland is an Enterprise Data Manager supporting the Defense Contract Management Agency. She has 20 years' experience providing data management support, analysis and re-engineering on such diversified projects as design and implementation of a virtual prime vendor concept, software and hardware implementation and training, data collection and analysis for the FA/18 community, as well as 6 years in the test and evaluation environment for OSD in data collection, mapping and analysis.
11:00 am - Noon Business Architecture, Governance & Road Mapping Panel Discussion
Panel Chair, William Ulrich, Business Architecture Guild
Participants: Diana Krohn, Diane LeBeau, Dr. Theon Danet, Karen Noland
Abstract: This session will enable the audience to speak in-depth with our morning speakers on their perspectives regarding business architecture governance and roadmaps..
Noon-1:00 pm Lunch
1:00 - 1:45 pm Aligning Business Architecture to TOGAF™
Mike Rosen, VP and Founder of the Business Architecture Guild, Chief Scientist of Wilton Consulting Group
Abstract: Traditional Enterprise Architecture frameworks include the domains of Business, Information, Application, and Technology, but traditionally, this has come from an IT centric perspective. The Open Group Architecture Framework (TOGAF) is a good example of this. The BIZBOK® Guide approaches Business Architecture differently, separating the business from the IT (and other) aspects that are used to implement it. While often these two approaches are often perceived to clash, they are actually compatible. This seminar will address the alignment of business architecture with TOGAG 9.1, and present a tailored version of Phase B (Business Architecture) that is consistent with both the BIZBOK® Guide and TOGAF.

BIO: Mike Rosen is Research Vice President at International Data Corporation (IDC). As leader of the Strategic Architecture Practice he helps business and IT executives utilize architecture as a key tool for business and digital transformation. For the past 15 years, he was Chief Scientist at Wilton Consulting Group, which specializes in architectural consulting. Mike's 35+ year career has spanned startups, CTO roles, chief architect, and product architect for enterprise solutions, industry leading middleware products, software development, and hardware design. Mike has been a frequent speaker for conferences in more than a dozen countries. He is the author of hundreds of articles and several books including Applied SOA: Service-Oriented Architecture and Design Strategies, and Developing E-BusinessSystems and Architectures: A Manager's Guide. Mike serves on the Board of Directors and is Vice-President of the Business Architecture Guild.
1:45 - 2:30 pm Aligning BPM and BA Perspectives at the Process Model Level: Or How To Upset Just About Everyone
Lloyd Dugan, Chief Architect & Instructor, BPM, Inc.
Abstract: Aligning BPM and BA disciplines within an organization confronts well-established practitioner communities in both spaces with complex conceptual problems that have far-reaching methodological implications (even if this is not always formally stated). Attempts at resolving these problems more explicitly and directly have proven to be probative and/or provocative to many, particularly the question of what is a business process for modeling purposes. Some areas of potential agreement appear to exist with respect to acknowledging different perspectives (e.g., business model vs. operating model), but corresponding different definitional granularities complicate the separation of business processes from other architectural concepts like value streams and capabilities. A seminal paper on this was published by the Guild last fall, which has generated all sorts of reactions, ranging from polemical to dialectical. This session (from those who worked on the paper) explores the current debate and possible paths forward, and challenges attendees to become more involved as part of advancing the state of the art, which will manifest itself as input to the BIZBOK. - Overview of BPM and Business Architecture Alignment - Modeling and Relating Business Processes, Value Streams, and Capabilities - Business Model vs. Operating Model, and Semantic Modeling Issues - Current Debate and Concerns, Areas of Agreement To Build Upon - Resources and Where To Follow/Engage With the Debates.

BIO: Lloyd Dugan is the Chief Architect & Instructor at BPM, Inc. ( He is a noted author, speaker, and trainer in the discipline of BPM and the use of BPMN, and actively supports a number of standards bodies out of the OMG and the Workflow Management Coalition (WfMC) in which he has been a member for 20 years. He has 30 years of experience in BPM methodologies, tools, and technologies, and is an OMG Certified Expert in BPM (OCEB).
2:30 - 3:00  pm Networking Break 
3:00 - 3:45 pm Business Architecture: Strategically Aligning Resources to Drive Execution and Realize Value
Josué Batista, Senior Architect, Highmark Health Service
Abstract: As a business or technology manager or executive, success might be measured by how effectively you and your organization are able to translate strategy to execution while creating relevant value. At Highmark Health Services, business architecture is grabbing the attention of technology and business practitioners as a key component of value realization. By aligning organizational assets (people, process, information, and technology), business architecture is providing the framework for managing strategic investment more effectively while purposely driving tactical execution. This session will discuss business architecture fundamentals, the emergence of standardized disciplines, alignment with best practices and a vision of business architecture for the future.

BIO:  Josué Batista is a Senior Architect at Highmark Health Services, based in Pittsburgh, Pennsylvania. Josué has been a business and technology strategist for more than 15 years and during that time has provided guidance and leadership on diverse strategic investments within the Health Insurance industry. He is a certified Project Management Professional and holds an MBA and Masters of Science in Information Systems from Duquesne University. Josué serves as leader of the Business Architecture Guild's Value Proposition Collaborative Team. Josué is a Distinguished Toastmaster and Lieutenant Governor Education and Training for District 13. Josué and his wife Dr. Hollis Batista are award-winning winemakers with passionate fondness for Pennsylvania grown grapes.
3:45 - 4:30 pm Defining Value Proposition: What's the Soul of Your Business Architecture?
Whynde Kuehn, Principal, S2E Consulting Inc., Business Architecture Guild
Abstract: Articulating the value of business architecture within our organizations is one of the most important things that we need to do and do well-the success of which can ultimately determine if business architecture is embraced and how it is positioned. However, this can be a real challenge, particularly as the discipline is still maturing. In this session, we will explore why some people struggle to understand the value of business architecture, and provide practical tips for defining and communicating it based on years of lessons from companies who have been on this journey. We will also share a number of real, well-articulated business architecture value propositions that you can use along with supporting case studies.

BIO:  Whynde is a long-time business architecture practitioner, educator and industry thought leader. She has developed business architecture for some of the largest business transformations in the world and has extensive experience helping clients to build their own business architecture practices. She is a Cofounder, Board Member and Editorial Board Chair of the Business Architecture Guild. Whynde also applies her business experience to help social entrepreneurs and non-profit organizations achieve their missions.
4:30 - 5:30 pm Thought Leaders & Practitioners Closing Panel Discussion
William Ulrich, President, TSG, INC., President, Business Architecture Guild
Participants: Whynde Kuehn, Josué Batista, Lloyd Dugan, Mike Rosen
Abstract: This closing session will allow attendees to discuss the afternoon session topics with our presenters and share closing thoughts. This panel brings together a Summit speakers to share additional insights into business architecture deployment. Panelists will discuss issues raised during the course of their individual presentations.
5:30 pm Closing Remarks / Adjourn
William Ulrich, President, TSG, INC.
The wrap-up session will discuss post-event plans for various collaborative teams, gather lessons learned and identify ways in which future Innovation Workshops can be improved or structured more effectively.
6:00 pm - 8:00 pm Networking at OMG Evening Reception
NOTE: If you register for the Technical Meeting Week, you do not have to pay the additional fee(s) to attend any or all of the special events.  If you register only for special events, the special fees apply.

Last updated on 06/16/2015

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