BA master series

Business Architecture Master Series

Business Architecture Practitioner & Reference Model Workshop

MASTER SERIES:November 19 - 21, 2019
TIME: 8:30 am - 5:15 pm
PLACE: Four Points by Sheraton Sydney, Central Park, Sydney, Australia
COST:US$ 695
PRIMERNovember 18, 2019- Free for first 50 Master Series Registrants. (Registration Required)
November 21, 2019 9:00 am - 5:00 pm - US$ 100 add-on. (Registration Required)

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Business architecture was never intended to be a standalone discipline. As a result, organizations are increasingly leveraging business architecture to ground and align a variety of business disciplines, ensuring that these disciplines collectively work towards common goals, using a shared business perspective. The Business Architecture Master Series pushes the boundaries of the discipline, focusing on four high profile topics: strategy realization, customer experience and design, business agility and enterprise architecture alignment. Each half day session explores the current state of the practice along with real-world successes and future directions. Sessions interactively engage leading experts, practitioners and attendees. The Master Series opens a new window into business architecture and the value it can delivery to organizations around the globe. Complementing the Master Series is the day three, Business Architecture Scenario-based Workshop that challenges attendees with usage scenarios that leverage established industry reference model content. The Business Architecture Master Series and Workshop go beyond the basics, raising attendees’ understanding of the discipline to a new level.


time master series DAY ONE TOPICS
8:30am - 9:00am

Welcome to the Business Architecture Master Series: Pushing the Boundaries
Co-Chair: Whynde Kuehn, Managing Director, S2E Transformation Inc., Partner, Business Architecture Associates, Director, Business Architecture Guild
Co-Chair: William Ulrich, President, TSG, Inc., Partner, Business Architecture Associates, President, Business Architecture Guild

The Business Architecture Master Series will push the boundaries of usage scenarios, seeking to increase the value of business architecture for an ever-expanding group of business architecture professionals. The welcome address will overview the current state of interdisciplinary alignment and introduce the four Master Series topics. The session will also set the stage for the remaining sessions and discuss how key learnings will evolve when the Master Series comes to a close.

Whynde Kuehn is Managing Director at S2E Transformation Inc. and long-time practitioner, educator and thought leader. Ms. Kuehn is Co-Founder, Board Member and Editorial Board Chair of the Business Architecture Guild, Partner at Business Architecture Associates and founder of Metanoia Global Inc. She is a Certified Business Architect® (CBA)®.
Bio: William Ulrich is a management consultant, mentor and author, President of TSG, Inc., Partner at Business Architecture Associates, Cofounder of the Business Architecture Guild, Cutter Consortium Fellow and Co-Chair of the OMG ADM Task Force. With more than 35 years of experience consulting to and mentoring large-scale corporations and government agencies, Mr. Ulrich specializes in highly scalable, coordinated business and IT architecture transformations. He is a Certified Business Architect® (CBA)®.

9:00am - noon Business Architecture: Driving Strategy Realization
Session Leaders:
Whynde Kuehn, William Ulrich

The ability to optimize strategic formulation through realization is a key strength of business architecture. This session will overview the current state of business architecture’s role in strategy realization based on a commonly used framework and experiences in the field. Open discussions will explore how to further align business architecture’s role across the strategy realization path as a way to fully maximize and optimize an organization’s ability to deliver end-to-end business value. Topics include:

The Role of Business Architecture in Strategy Execution

SpeakerWhynde Kuehn 
Business architecture’s critical role in bridging strategy and execution is becoming increasingly recognized within organizations as well as the business and academic communities. This session will overview the industry framework for strategy realization and how business architecture enables it from end-to-end and integrates with other disciplines. It will also include a discussion on the practicalities of how organizations are introducing business architecture into strategy execution and making it work. 

Realizing a Vision of the Cognitive Enterprise via Business Architecture
Speaker: William Ulrich
A “cognitive enterprise” is an organization that learns and adapts on a highly scalable, evolutionary basis by leveraging an integrated business knowledgebase, coupled with cognitive computing technologies. This session outlines a long-term vision for the cognitive enterprise and how organizations can leverage business architecture to achieve such a vision. The session shares a vision of what a cognitive enterprise would look like through various examples, discusses the role of business architecture in achieving this vision, and outlines a roadmap to becoming a cognitive enterprise.

Panel Discussion: Strategy Execution - Where is Industry Headed?
Participants: Whynde Kuehn, William Ulrich, TBD
The panel discussion will open up discussion to the audience to discuss the session topics presented and other ways to optimize and improve the effectiveness of strategy execution.

noon - 1:00pm Lunch
1:00pm - 4:30pm

Business Architecture: Enabling the Customer Experience
Session Leader:
Whynde Kuehn

Customer experience offers a means of enhancing the value that organizations bring to customers, constituents and related beneficiaries. As customer experience adoption expands, there is growing interest in leveraging business architecture to inform, interpret, prioritize and put customer experience recommendations into action. This session will share insights into customer experience and business architecture alignment efforts to date, discuss how the disciplines are aligned in practice and explore options for expediting coordination across the two disciplines. Topics include:

Business Architecture and Customer Experience: A Comprehensive Approach to Turn Customer Needs into Action

Speaker: Whynde Kuehn
This session will begin with a brief overview of the current state of business architecture and customer experience design integration from an industry perspective. Other topics and speakers will cover case studies and best practices for reinventing and enabling the customer experience using business architecture, from various perspectives and sectors.

Leveraging Service Design, Strategy, and Business Architecture in Government: The ORIC Case Study
Speaker: William Hartnell
In light of the Commonwealth Government’s transformation vision to be a world leading digital government by 2025, the Australian Public Sector is radically changing the way they deliver products and services to meet the needs of customers. This session will discuss how the Australian Public Sector has leveraged service design and business architecture to define and communicate strategy and the investment required to shift business models and improve customer value. We will review how the Office of the Registrar of Indigenous Corporations (ORIC) has leveraged service design, strategy, and business architecture to improve the life journey of an Australian Indigenous Corporation and enhanced the wellbeing of the Indigenous Community.

Leveraging Business Architecture to Enhance the Customer Experience
Business architecture provides a formal framework for articulating and improving customer value delivery that can be used as a basis for prioritizing and targeting business investments. Coupling clear demands and targets for improving the customer experience with detailed value delivery and enabling capability perspectives provides a robust framework for maximizing cross-business unit investments to expedite improvements in the customer experience.

Panel Discussion: Bringing It All Together
Panelists will join the session leader for an interactive discussion on business architecture and customer experience. The panel will explore the session topics presented as well as other key discussion items such as the role of design thinking and how to make these ideas real within an organization.

4:30pm - 5:00 pm

Wrap-up Address
Day-one wrap-up discussion will chart the course forward for covered topics and preview day two topics and goals.

8:30am - 9:00am

Morning Kickoff: Global State of Business Architecture
This opening session will recap day one takeaways and preview the upcoming sessions. The audience will share their insights and views on the previous day’s topics and discussions. This session will also provide a rapid update on the global state of business architecture.

9:00 am - noon Business Architecture & Agile Execution
Session Leader: William Ulrich

Improving business agility requires agile strategy execution, a topic that covers much more than the application of agile analysis and software deployment techniques. Business architecture and business agility have a natural affinity as business architecture delivers transparency to expedite and optimize continuous planning of strategy realization, including solution definition and deployment efforts. This session will discuss an overall perspective on agile strategy execution including initiative planning, deployment practices, points of alignment, and current practices. Topics include:

Business Architecture – The Gateway to Transforming an Organization into an Agile Enterprise
Speaker: William Ulrich
Organizations struggle with agile strategy execution, particularly when strategies cross business unit and product external boundaries. Elongated strategy deployment and outright failure often occur because scope and impact are vague or unknown, leading to solutions missing the mark or not being delivered at all. Consider the long startup times on programs and projects as teams try to frame scope and related initiative impacts. Even initiatives with long startup times often deliver solutions that miss the mark. This session provides a case study perspective on how clear scope delineation can expedite strategy execution and solution delivery, and how organizations can apply these ideas to their own environments.

Business Architecture & Change Management
Speaker: Ken Williams, AIG
The Business Architecture Guild® defines business architecture’s value as an effective communication and analytical framework for translating strategy into actionable initiatives. The Association of Change Management Professionals® defines change management as the practice of applying a structured approach to transition from a current state to a future state to achieve expected results. The key success factor in any transformation is not just delivering a change on time and with the expected features, but to also enable adoption and utilization. This session will share insights into organizational change management and business architecture alignment through examples of how the ten aspects of change impact on individualized change and the five levers of change management are all informed by the business architecture. It will also provide best practices and framework for applying change management in an Agile environment with business architecture.

Ken Williams is Process Architect for Life and Retirement Centralized Global Operations Transformation & Automation at AIG. Together with his team he enables execution of strategic and tactical transformation through the alignment of business architecture, change management, benefit realization management, and Agile project management. Ken is a Certified Change Management Professional (CCMP)®, Project Management Professional (PMP)®, PMI Agile Certified Practitioner (PMI-ACP)®

Business Architecture’s Role in Agile Execution

What role does business architecture play in drafting, validating, and reusing business requirement, particularly when used in an agile setting? This discussion will provide insights into how business architecture can help inform, align, validate, and organize business requirements for reuse, helping streamline projects and increase the effectiveness of those investments.

Panel Discussion: The Agile Enterprise & Business Architecture
The agile enterprise panel discussion will focus on the latter stages of strategy execution, including change impacts, business requirements, program and project alignment, and multiple team coordination.

noon - 1:30pm Lunch
1:30pm - 4:30pm

Business Architecture & IT Architecture Alignment
Session Leader: William Ulrich
Large scale, technology-driven IT architecture transformation efforts can be hard to justify, harder to sustain, and result in major investments that are often misaligned with business strategy. In a worst-case scenario, business investments become largely or solely technology-driven. The result is that billions of dollars are wasted annually on IT investments. Business architecture provides the business-driven planning foundation for scoping and driving IT investments. This ½ day series of sessions will discuss the importance of driving IT architecture investments as well as approaches for leveraging business architecture to lower related IT architecture debt while increasing the value derived from those investments.

Business-Driven, IT Architecture Transformation
Speaker: William Ulrich
This session outlines a how to use business architecture to enable a comprehensive, business-driven IT transformation and portfolio investment approach. The topics provide an overview of a business-driven, IT transformation framework, IT impact analysis, and using business architecture to define target state IT architecture.

Framing IT Solutions Using Business Architecture How does business architecture provide a foundation for IT solutions?
This discussion will discuss IT solution design, data architecture development, and microservice design? Specific attention will be paid to the role of capabilities in crafting reusable microservices, information concepts in defining data architecture.

Panel Discussion: Leveraging Business Architecture to Inform IT Investments
What IT architecture challenges do your organizations face? Are you leveraging business architecture to transform how you deliver IT solutions? This panel discussion will engage attendees in detailed discussions on where and how business architecture can help frame and deliver improved IT solutions.

4:30pm - 5:15pm Closing Address: How Do We Engage to Move the Ideas Forward
The closing session discusses next steps and ideas for industry working groups, including within the Business Architecture Guild® and in affiliation with other industry associations. The session will also preview the day-3, hands-on workshop.

TIME Master Series optional scenario-Based workshop (Day 3 add-on)
9:00 am - 5:00 pm

The Business Architecture Scenario-based Workshop provides attendees with hands-on experience in the discipline. Learning how to apply business architecture to actual situations is a major challenge for many practitioners. Attendees will be given real world scenarios and be asked to come up with approaches and solutions leveraging business architecture reference model content, supplied to attendees. Each session will be hands-on, where attendees work in teams to come up with various approaches and share the results with the group. Join this exciting opportunity to engage with fellow practitioners.

For those newer to the discipline, consider attending the Business Architecture Primer being offered on Monday afternoon, November 18, prior to the Master Series. The Primer is free to Master Series attendees. Registration required.

Certified Business Architects (CBA)® will receive CEU credits for this entire event!

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BA Guild

About Business Architecture Guild® The primary purpose of the Business Architecture Guild® (Guild) is "to promote best practices and expand the knowledgebase of the business architecture discipline." The Guild is an international, not-for-profit, member-based organization that provides valuable resources to business architecture practitioners and others interested in the field. The Guild is the source of "A Guide to the Business Architecture Body of Knowledge® (BIZBOK® Guide)", produced by members of the Business Architecture Guild. 

For more information, visit