OMG Home Page Business Architecture Guild Home Page Business Architecture Innovation Summit : March 19-20, 2013, Reston, VA USA

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Day One: Business Architecture: An End-to-End Experience
Industry best practices, a formal body of knowledge, standards and supporting automation are coalescing into a mature business architecture ecosystem. Day one of the Business Architecture Innovation Summit features leading experts in business innovation and transformation, capability and value mapping, ecosystem analysis, funding and initiative analysis, standardization and tooling, and business / IT alignment. Leading experts come together to take attendees from strategic planning and innovation, through business analysis and transformation - offering an end-to-end view of business architecture and how it can benefit your organization.


8:45 am Introduction & Welcome
Richard Soley, CEO, OMG
9:00 am Keynote: Business Architecture: State of the Practice Update
William Ulrich, President, TSG, INC.
In a relatively short period of time, business architecture has grabbed the attention of business executives worldwide. Industry and government agencies across six continents are using business architecture to align strategies across business units, streamline merger, acquisition and divestitures, reposition and realign business models, manage portfolio planning and funding, and perform business / IT alignment. This keynote session overviews the emergence of standard business architecture disciplines and best practices, highlights success stories and discusses the growing role of business architecture in the future.

William Ulrich is a management consultant, mentor, workshop leader and author. He is President of TSG, INC., President of the Business Architecture Guild, Co-Chair of the OMG Business Architecture SIG, senior Cutter Consortium consultant and Co-Author of several books including Business Architecture: The Art & Practice of Business Transformation.

9:30 am Business Architecture and the Cloud: Maximizing Alignment and Value
Mike Rosen, WCG, VP, Business Architecture Guild & Director Enterprise Architecture, Cutter
Many organizations are considering moving to or using the cloud, but typically from an IT and cost perspective, leaving business issues untouched. Business architecture helps organizations evaluate cloud strategies, goals and requirements from a business viewpoint. It allows us to balance costs and other factors, leveraging a portfolio based selection process to identify business transformation scenarios. This presentation shows how to apply business architecture to evaluate and adopt cloud options. We examine business capabilities, and how 'supporting, core and strategic' categories align with cloud based opportunities. We then examine how the cloud affects information, organizations, resources, value streams, project portfolio priorities, business processes and rules, and discuss how to integrate these from a cloud oriented business perspective.

Mike Rosen is Chief Scientist at Wilton Consulting Group, Cutter Practice Director of Cutter Consortium's Business and Enterprise Architecture, and a founding member of the Business Architecture Guild. He has more than 30 years of technical leadership experience architecting, designing and developing software applications and products. Currently, he provides expert consulting services in the areas of enterprise architecture, business architecture and SOA.

10:15 am Break
10:30 am The Strategy to Execution Process: Translating Strategy into Business Value
Jeff Scott, VP/Business & Technology Strategy, Accelare
Most organizations view strategy development as a one-time event intended to create focus and identify yearly projects. However, as strategies move across and down the organization they become distorted, resulting in diluted business impact, inconsistent silo operations, and wasted resources. What's needed is a well-defined process to manage the translation of executive strategy into coordinated execution across the enterprise. The strategy-to-execution process identifies the business capabilities necessary for strategy realization and focuses investments on the capability improvements that create the highest level of return. Enterprise architects can quickly produce significant business impact by implementing and managing this process. This presentation will provide a framework for a strategy-to-execution process that creates focused and coordinated action and a case study demonstrating how this process creates value for the business.

Jeff Scott is the Vice President of Business and Technology Strategy for Accelare Inc., a US based management consulting firm enabling strategy execution excellence. He works with Fortune 1000 companies on a wide variety of consulting engagements including strategy development, business architecture, organizational change, and innovation management. Before joining Accelare, Jeff was a principal analyst with Forrester Research where he established Forrester's business architecture practice and published over 50 research reports and numerous articles on the topics of business architecture, enterprise architecture management, and strategy development.

11:15 am From Canvas to Blueprint: Aligning Business Models with Business Architecture
Steve DuPont, Associate Technical Fellow, Enterprise Architecture, The Boeing Company
Business model innovation is becoming a strategic necessity for companies needing to thrive in the face of continuing change. New techniques have recently emerged to capture and express business models to support strategic innovation; however, translation from business model canvas to business architecture blueprint presents challenges for today's business architecture practitioner. Should business model sketches be more formalized? Where is the boundary between these sketches and business architecture? The author presents example business model formats created at The Boeing Company to support International Development and how these models were intentionally constructed to align with their business architecture framework.

Copyright © 2012 Boeing. All rights reserved.

Steve DuPont is an Associate Technical Fellow and Enterprise Architect with The Boeing Company. He has over 28 years of experience in the aerospace industry, leading IT and business architecture development for engineering, manufacturing, sales and marketing domains. Most recently, Steve led an international architecture team to define new business models and capabilities to support international growth. 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.

Noon Lunch
1:00 pm Capability-Based Approach to Strategic Transformational Initiatives
Diana Krohn, Principal Enterprise Architect, United Airlines
This session outlines how to leverage business architecture to rapidly and effectively scope and execute strategic initiatives. The discussion explains the benefits and fundamentals of capability-led assessment and delivery. The tools and examples in this session will change the way you collaborate with your business partners and enable transformational change.

Diana Krohn is a Principal Enterprise 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.

1:45 pm Using Business Architecture to Solve Operational Challenges in Project Based Organizations
Russ Jackson, Sr. Enterprise Solution Architect, Export Development Canada (EDC)
Still using value chains to figure out your architecture strategies? Does the business continually ask you what the plan is for your systems without letting you in on what objectives they're supposed to be supporting? At EDC the enterprise architecture group had been tasked with developing a strategy for overhauling the application space and we came up with one. Everyone thought it was ok. Then it went nowhere until we suddenly started reaching technology end of life issues. And then we realized the strategy we had couldn't really be translated into executable projects that easily after all. Today we have an executive-endorsed, fully funded 5-year legacy system modernization program in place that is directly enabling corporate business strategies. This session will be about how we turned the corner, by stopping the focus on application refactoring and focusing on business capabilities, information mapping and value streams.

Russ Jackson is Sr. Enterprise Solution Architect at Export Development Canada, that country's export credit agency. He has been at EDC for 12 years in various IT shops before joining the Enterprise Architecture group, and is now involved in a major legacy systems modernization overhaul that only gained on-the-ground traction after applying a business capabilities framework. He came into IT after taking degrees in law and masters level English, which hasn't hurt at all in his current role. Russ is a member of the Advisory Board of the Business Architecture Guild.

2:30 pm Understand the Plumbing of Your Business Using Structural Performance Measures
Scott Whitmire, Enterprise Architect, Nordstrom, Inc.
All businesses want to increase sales, customer loyalty and profits, but these are not measures we can influence directly. To change these outcomes, we need to move levers and push buttons that are sometimes quite disconnected. This presentation describes how structural performance measures can tie controllable inputs to outcomes so that when you make a business change, you can understand how your outcomes are likely to change. Business architecture serves as a way to tie business performance analysis to concrete business views focused on improving business capabilities and the delivery of stakeholder value.

Scott Whitmire is an Enterprise Architect at Nordstrom, Inc. He is a certified professional IT architect (CITA-P) with over 30 years of experience in business, software and infrastructure architecture. He is a Senior Member of the IEEE and an IASA Fellow, where he serves as the Chair of the Board of Education.

3:15 pm Break 
3:30 pm Business Architecture Body of Knowledge - Panel Discussion
Moderated by Jeff Scott, VP/Business & Technology Strategy, Accelare
The Business Architecture Guild is originator of A Guide to the Business Architecture Body of Knowledge (BIZBOK™ Guide). The OMG Business Architecture Special Interest Group (BASIG) provides a forum for bringing together best practices and industry standards. The Guild, a not-for-profit, member-based industry association works closely with BASIG to align business architecture best practices with emerging standards. This session discusses the current state of business architecture best practices and standards along with future directions.

  • Linda Finley: Linda Finley - VP, Trissential, Board Member, Business Architecture Guild, Founder, Twin Cities Business Architecture Forum
  • Neal McWhorter: President, Strategic Value Partners, Co-founder & Board Member, Business Architecture Guild, Co-Chair, BASIG
  • William Ulrich: President, TSG, Inc., President, Business Architecture Guild, Co-Chair, BASIG
  • Jim Rhyne: Partner, Thematix, Co-founder & Board Member, Business Architecture Guild
  • Mike Rosen, WCG, VP, Business Architecture Guild & Director Enterprise Architecture, Cutter
4:15 pm Practitioners' Discussion Panel
Moderator: Mike Rosen, Business Architecture Guild
Abstract: The Practitioner's Panel allows attendees to engage with the presenting practitioners and examine issues raised over the course of the day in greater depth. The discussion will focus on business architecture deployment, governance and sponsorship experiences at their respective companies.

  • Steve DuPont, Associate Technical Fellow, Enterprise Architecture, The Boeing Company
  • Diana Krohn, Sr. Enterprise Architect, United Airlines
  • Russ Jackson, Senior Enterprise Architect, Export Development Canada
  • Scott Whitmire, Enterprise Architect, Nordstrom, Inc.
5:15 pm Close / Wrap-up Day One

Day Two: Customer Success Stories

Day two of the Business Architecture Innovation Summit features customer cases studies, bringing attendees pragmatic deployment stories from organizations that are benefiting from business architecture. Attendees will hear practitioners share success stories from a variety of industries such as financial services, insurance, manufacturing, government and transportation. Attendees will hear how other organizations built executive support, implemented solutions, achieved value, addressed pitfalls and deployed innovative solutions.

8:45 am Business Architecture Innovation Summit - Day Two Overview
William Ulrich, President, TSG, Inc.
William Ulrich recaps day one topics and provides an overview of the day two agenda.
9:00 am Implementing Business Architecture as a Strategic Function: A Balanced Approached
Andy Sommers, Business Architect, The Capital Group
Many organizations recognize the need to improve the alignment of their operations to strategic objectives and have implemented or plan to implement a business architecture function to address this need. However, business architecture is a relatively new discipline that might not be well understood in the organization. As a result, deployment efforts run the risk of being positioned as a tactical business analysis function; thereby isolated from strategic business planning methods. A balance of approaches that include positioning and scoping business architecture into strategic planning frameworks, partnering with other enterprise business teams, imbedding strategic tools and methods into the IT application development process, and taking a data centric approach collectively help to avoid these results. This presentation provides recommendations for a balanced approach to implementing business architecture as a strategic function and includes examples of implementation methods and tools.

Andrew Sommers is Business Architect at The Capital Group Companies. Mr. Sommers has over 20 years of experience, leading a variety of business and technology projects in large insurance and investment firms. Over the last three years, he helped build the business architecture practice at The Capital Group and integrate that practice across various corporate functions. Mr. Sommers holds a CFA charter and has earned a BS in Finance, an MBA in Management Information Systems and will complete a JD in May, 2013.

9:45 am  Building a Business Architecture Practice: TIAA-CREF's Journey through Building a Business Architecture Practice
Shawn Furgason, Director of Architecture, TIAA-CREF

This case study will provide insights into TIAA-CREF's Business Architecture Practice development. The study will walk through the second iteration of business architecture as embarked upon in 2012, providing insight into the practice's development activities, milestones and accomplishments. The session will specifically highlight lessons learned as well as effective tools and techniques used to get from the starting line to providing business value.

Shawn Furgason is Director of Architecture at TIAA-CREF, a leading financial services firm and leader in helping those in the academic, medical, cultural, governmental and research fields. Mr. Furgason has a wide variety of skills in architecture, leadership and solution deployment. He previously worked at a number of companies that include Rockwell Collins, McLeodUSA and MCI.

10:30 am   Break
10:45 am Experiences Linking Business Architecture with an Agile/Lean Development Method
John Baker, Senior Consultant, MasterCard
MasterCard has adopted several Enterprise Architectures that include business architectures, solution architectures, integration architectures, information architectures, and application architectures. Independently, MasterCard has been developing and deploying a next generation system development lifecycle based on Agile/Lean principles. This presentation session discusses how enterprise architectures link with the Agile/Lean SDLC and also provide case studies of projects that have adopted this linkage that discuss problems encountered and benefits obtained.

John Baker is a Business Architect at MasterCard. Mr. Baker has spent most of his career in software development, software engineering, emerging technologies and running a professional services organization. He previously held management positions in a number of organizations, including IBM.

11:30 am Financial Industry Practitioners' Panel
Moderated by Linda Finley, Business Architecture Guild
The Financial Industry Practitioners' Panel provides attendees with an opportunity to ask questions and discuss topics in more depth with the morning presenters in an informal panel setting.


  • Andy Sommers, Business Architect, The Capital Group
  • Shawn Furgason, Director of Architecture, TIAA-CREF
  • John Baker, Senior Consultant, MasterCard
Noon  Lunch
1:00 pm Establishing a Business Architecture Function
Eric Karsten, Senior Manager, Enterprise Engineering, Ford
Ford Motor Company has had a strong architecture function since early 2000 and recently progressed to focusing on business architecture and Information Management as we re-aligned our business facing capability. This session discusses a use case on taking a traditional enterprise architecture function focused on IT to a more business focused architecture function providing leading value.

Eric Karsten is a senior manager in Ford Motor Company's Information Technology division. Eric has over 20 years of experience in the development and deployment of IT related solutions for manufacturing companies. For the past eight years Eric has worked with Ford; with the last five managing the global Enterprise Engineering team. Eric has Master of Science Degree from Carnegie Mellon University in Information Technology and a Bachelor's Degree in Business Administration from Western Michigan University.

1:45 pm Business Change Partners, Business Process Management & Business Architecture
Matt Coats, Sr. Business Architect, TIAA-CREF
One important aspect of bringing in business architecture is the business value of aligning enterprise 'leaning' and value stream mapping to business capabilities. This session will provide insights into aligning business capabilities and business contextual dimensions to processes in order to enable value stream mapping, process improvement initiatives (LEAN) and capability driven planning. This session will showcase how to use an industry standard process framework and enterprise capability model to provide unique cross-functional insights into what the business does and how they do it.

Matt Coats is a Senior Business Architect at TIAA-CREF. He is a hands-on leader and manager and thrives when challenged to improve business performance. Matt has twenty years of experience across multiple industries with deep skills in process design, information systems, technology architecture and project management. He has formal training in a number of disciplines and an executive MBA with academic honors from the University of North Carolina Kenan Flagler business school. He previously worked at PNC Financial and RBC.

2:30 pm Conceptual Solution Design and Visualization
Josué R. Batista, Senior Business Architect, Highmark
Abstract: A Conceptual Solution Design provides an agile, unified vision of the business architecture questions found within complex and global strategic initiatives. Best used during pre-inception, the Conceptual Solution Design facilitates the progressive conceptual elaboration of the intended and expected services a given strategic initiative intends to provide. As visualization tools, a Conceptual Solution Design abstracts the business architectural solution(s) in terms that all stakeholders can easily understand, facilitating open discussions at an early stage.

Josué Batista is a Senior Business Architect at Highmark, Inc. 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 initiatives within the Health Insurance industry. Josué is a certified Project Management Professional (PMP) and holds an MBA and Masters of Science in Information Systems from Duquesne University.

3:15 pm Networking Break
3:45 pm Government Panel Discussion: USPTO
Moderator: William Ulrich, Business Architecture Guild
The United States Patent and Trademark Office (USPTO) is the Federal agency for granting U.S. patents and registering trademarks. USPTO is leveraging business architecture for planning, roadmap analysis and to enable business / IT alignment. This panel provides an opportunity for USPTO to discuss their experiences in building, deploying and using business architecture.


  • Paula Mihalek, Enterprise Architect, USPTO, Business Architecture Guild Advisory Board
  • Dan Vavonese, Managing Attorney, USPTO Trademark Office
  • Dan Hunter, USPTO Patent Office
  • John Barlow, USPTO Patent Office
4:40 pm Closing Practitioners' Panel Discussion
Moderator: William Ulrich, Business Architecture Guild
This panel assembles presenting practitioners from the afternoon to discuss business architecture governance and deployment approaches.


  • Eric Karsten, Senior Manager - Enterprise Engineering, Ford
  • Daniel Toth, Manager of Enterprise Architecture, Ford
  • Matt Coats, Sr. Business Architect, TIAA-CREF
  • Josué R. Batista, Senior Business Architect, Highmark
5:30 pm Closing Remarks / Adjourn
6:00 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.

Business Architecture Innovation Summit Agenda

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Last updated on 11/09/2015

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