OMG Home Page Business Architecture Guild Home Page Business Architecture Innovation Workshop: September 16-17, 2014 in Austin, Texas USA

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Sponsored by the Business Architecture Guild and the OMG Business Architecture Special Interest Group (BASIG)



Business Architecture Innovation Summit – Day One, Tuesday, Sept. 16, 2014
8:30 - 9:00 am Welcome & Program Walkthrough
Richard Soley, CEO, OMG
William Ulrich, President, TSG, INC. & President, Business Architecture Guild
Abstract: The overview session introduces attendees to this very unique program.  Each of the six extended sessions will be managed by a collaborative team that has been focused on the topic being discussed.  Each team will present the latest practices and leading-edge concepts through extended audience discussions.  New ideas and insights will be incorporated into research, whitepapers, industry standards and A Guide to the Business Architecture Body of Knowledge™ (BIZBOK® Guide).
9:00 - 9:30 am Business Architecture:  Work in Progress Update
William Ulrich, President, TSG, INC. & President, Business Architecture Guild     Dowload PDF
Abstract: Significant work is underway to evolve and refine various aspects of business architecture and align it with strategic planning, business modeling and related disciplines such as BPM and business requirements analysis.  Additional work is focused on building out various business scenarios such as customer experience, refining the value proposition and formalizing governance and infrastructure management.  This session delivers an update on work in progress across a variety of areas, providing attendees with a look into the future of business architecture from a variety of perspectives.

BIO: William Ulrich is a management consultant, mentor and workshop leader. He is President of TSG, INC., President and Co-founder of the Business Architecture Guild and Co-Chair of the OMG Architecture-Driven Modernization Task Force. William helps organizations deliver actionable strategies and transformative solutions.  He has authored several books including Business Architecture, The Art & Practice of Business Transformation and Information Systems Transformation:  Architecture-Driven Modernization Case Studies.  

9:30 - 10:00 am Business Architecture Certification Update
Whynde Melaragno, Practice Director, STA Group & Board Member, Business Architecture Guild     Download PDF
Abstract: Business architecture has matured dramatically in recent years and as with any discipline, so too has the demand for business architecture certification.  As with any professional certification, the overall program and exam must be based on a robust knowledge base along with industry accepted certification principles and methodology.  This session will provide an update on certification program efforts at the Business Architecture Guild.  It will provide insights on the program, methodological approach, rollout plans and accessibility.  

BIO: Whynde Melaragno is responsible for managing Fortune 500 client accounts to help them develop business architecture in support of major change initiatives and build their own internal practices.  Whynde is a Co-founder and Board Member of the Business Architecture Guild, a Board Member of the Business Architects Association and a Co-Chair of the OCEG GRC Architect Group.  She teaches on behalf of the Business Architecture Institute and applies her experience to help social entrepreneurs and non-profit organizations to achieve their missions.

10:00 - 10:15 am Break
10:15 - Noon Role of Business Architecture in Strategic Planning
Jim Rhyne, Partner, Thematix     Download PDF
Abstract: Strategic planning is an important aspect ensuring the success of your business. There are multiple strategic planning approaches in practice. Regardless of the approach, the challenge has been how to turn strategy into actionable results. This session will discuss how to incorporate strategic planning into your business architecture and create traceability of strategic objectives through solution deployment. This session will discuss and explore the current state of strategy mapping and alignment with related business architecture perspectives.

BIO: Jim Rhyne is a Partner at Thematix and a former Distinquished Engineer at IBM. Jim is focused on the alignment and transformation of business and IT and is a specialist in information architectures and semantic technology.  Jim was responsible for a number of innovations at IBM and holds a number of patents.  He has a PhD in Computer Science and Linguistics from the University of Texas, Austin.

Noon - 1:00 pm Lunch
1:00 - 2:45 pm Business Architecture & Business Models
Steve DuPont, Associate Technical Fellow & Senior EA at the Boeing Company     Download PDF
Karen Erwin, Director, IT Strategy/Business Transformation Practice, NTT Data
Abstract: Business models are gaining popularity in executive planning circles. Business architecture provides a vehicle for interpreting business model perspectives and integrating these perspectives into strategic plans, action oriented roadmaps and initiatives, related business disciplines and business / IT transformation initiatives. This session will discuss the use of business models and business architecture and explore various usage, integration and alignment scenarios currently in practice.

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.

BIO:  Karen Erwin has 35 years of experience working with organizations to create & execute sound strategies to transform both market-facing and internal processes, products and services.  She has chiefly worked in software and technology environments, and is passionate about the importance of ensuring that business drivers & capabilities lead design.  Most recently, she was a Director of Strategy & Business Architecture at Oracle.  

2:45 - 3:15 pm Break
3:15 - 5:00 pm Business Architecture & Customer Experience Management
Jason Fish, Director, Business Strategy and Architecture, Oracle     Download PDF
Whynde Melaragno, Practice Director, STA Group & Board Member, Business Architecture Guild
Abstract: Customer experience is the sum of experiences a customer has with a supplier of goods and services over the life of their relationship, which includes awareness, discovery, interaction, purchase, use, support and advocacy. Business architecture provides a complete perspective of stakeholder value delivery for customers and all stakeholders who contribute to customer value delivery at any stage of the customer life cycle. This session will explore how business architecture may be used to identify all customer touch points and related opportunities and strategies for improving customer experience.

BIO:  Jason Fish is Director, Business Strategy & Architecture for Oracle and has more than 20 years of experience leading organizational performance initiatives and collaborating with executive leadership to help them understand, articulate and develop justification for strategy-focused investments.  Jason led the establishment of the business architecture discipline at Oracle and is currently focused on leading strategic account engagements - helping customers understand, articulate and justify the investment in an optimized customer experience platform.

5:00 pm Daily Wrap-up
The day one wrap-up will summarize findings for the day and provide a preview of day two sessions. The wrap-up session will also discuss how work will proceed in various areas after the Innovation Workshop concludes.


Business Architecture Innovation Summit – Day Two, Wed. Sept. 17, 2014

8:30 - 9:15 am Day One Recap & Industry Updates
Whynde Melaragno, Practice Director, STA Group & Board Member, Business Architecture Guild
Abstract: This kickoff session will recap day one discussions and related action items. The session will also discuss how to further maximize day two discussions and working sessions. In addition to the recap, Whynde will provide an update on certain industry working groups, including a collaborative mapping exercise of the Business Architecture Guild's business architecture.
9:15 - 9:45 am Special Session:  Standardizing Business Architecture
Session Leader:  William Ulrich, TSG, Inc. & Janice Lewis, Pfizer     Download PDF
Abstract: Organizations with maturing business architectures understand the challenge of organizing value, capability, information, organization, strategy, initiative and other mappings into a cohesive, easy to communicate set of business artifacts. This session will discuss the evolution of a business architecture standard that has been evolving as part of the work on a business architecture metamodel. The session will share work completed to date and discuss plans for moving this work through an international standardization effort.

BIO: Janice Lewis is the Director of Enterprise Architecture at Pfizer, a pharmaceutical research company focused on discovering and developing new medications to meet unmet medical needs. She is also the Corporate Secretary of the Business Architecture Guild. Janice has been at Pfizer since 2001, working cross-functionally on key business modeling and transformation efforts. She has led several teams in the multi-year "Molecule to Market" program focused on driving time and cost out of the drug development process. Today, her role is focused on providing "the connected view" of the enterprise anchored by Pfizer's Business Capability Map with a focus on Business / IT alignment. Prior to joining Pfizer, Janice worked for General Dynamics for 18 years.

9:45 - 10:15 am Break
10:15 - Noon Business Architecture Value Proposition
Josué Batista, Senior Business Architect, Highmark Health Services     Download PDF
Amy Crockett, Lead Enterprise Architect, USAA
Abstract: Business architecture value proposition is a significant challenge for many organizations.  Introducing the discipline of business architecture, which by nature is holistic and horizontally aligned, into highly segmented, vertical management structures in a major challenge.  This session will provide insights into establishing business value proposition and gather input from attendees on their experiences and best practices related to establishing value proposition and creating sustainable business architecture practices.  

BIO: Josué Batista is a Senior Business Architect at Highmark Health Services, based in Pittsburgh, PA.  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 (PMP) and holds an MBA and a Masters of Science in Information Systems from Duquesne University.  Josué is a Distinguished Toastmaster and currently serves as Lieutenant Governor of Marketing for Toastmasters International's District 13.

BIO: Amy Crockett is a Lead Enterprise Business Architect in the Office of Strategy and Marketing - a team established to connect strategy to operations by providing clear line of sight to USAA's future state, orchestrating the comprehensive changes necessary to ensure enterprise readiness and optimizing the cost and ROI of the changes. She is responsible for defining Enterprise Business Architecture models and delivering Enterprise Business Architecture services to key stakeholders across the enterprise. In addition she was one of the original business architects that established the Business Architecture practice at USAA.

Noon-1:00 pm Lunch
1:00 - 2:45 pm Role of Business Architecture in Business Requirements Analysis 
Alex Randell, Principle Financial Group     Download PDF
Eric Shayne Elliott, Digital Recognition Network
Abstract: Poorly defined or misunderstood business requirements are a major obstacle to successful deployment of major business initiatives.  Inconsistent terminology, poorly articulated scope and the inability to tie requirements back to strategic objectives plague business initiatives and related investments.  This discussion provides an overview of how business architecture can be used to help frame, articulate and reuse business requirements, ultimately increasing the success of critical business initiatives.  The session will cover requirements traceability to strategy, the framing of requirements using value streams, capability and stakeholder perspectives and requirements derivation and reuse. Finally, the seminal concepts included in this session will provide new and powerful insights into how businesses derive, leverage and govern business requirements.  

BIO:  Alex Randell is a Business Architect at the Principal Financial Group.  As a business architect, he facilitates the translation of business strategy and capabilities, including the strategy-to-execution framework and business/technology alignment.  Alex is a contributor to the Business Architecture Guild and Co-founder of the Business Architecture Des Moines group.  He has over 15 years of experience in marketing and technology and holds an MBA with a Marketing emphasis from the University of Iowa.

BIO:  Eric Shayne Elliott is an experienced professional with over 15 years of formal experience as a Business Analyst with a recent progession into business architecture.  Eric's focus is on how to enable value, either at a personal, professional or project  level.  Eric's formal career has moved through waterfall, extreme and many "flavors" of agile along the way.  Currently, he focuses on bringing best practices from multiple approaches to the table and applying what is effective to the situation at hand.  

2:45 - 3:15  pm Break 
3:15 - 5:00 pm Business Architecture & BPM Alignment
Lloyd Dugan, BPM.Com     Download PDF
Neal McWhorter, Strategic Value Partners
Abstract: Business process management (BPM) is a widely-used discipline for improving how organizations manage their work.  Business architecture provides a holistic perspective of the business ecosystem, including business-wide, end-to-end stakeholder value delivery, business capabilities, information, organization, strategy and other perspectives.  The two disciplines are not mutually exclusive but complementary.  This session discusses the uniqueness and differences between the two disciplines and outlines how business architecture aligns with BPM in ways that can deliver significant business value.  The discussion will present the current state-of-the-practice and include ideas drawn from a recently released, ground-breaking  whitepaper on the topic.  Finally, the session will allow the audience to fully explore ways in which the disciplines can be further aligned going forward.  

BIO:  Lloyd Dugan is Chief Architect for Business Process Management, Inc., providing BPM, BPMN, EA and SOA modeling, system design, and architectural advisory services.  He is a widely recognized thought leader in the development and use of leading modeling languages, methodologies, platforms and tools in these areas.  Lloyd has provided IT advisory services to major private and public sector clients, including the DoD and the Department of Veterans Affairs.  He is an OMG-Certified Expert in BPM (OCEB), co-author of the seminal BPMN 2.0 Handbook and has an MBA from Duke University's Faqua School of Business.

BIO:  Neal McWhorter is a Co-Founder and Board Member of the Business Architecture Guild.  Neal has decades of experience designing and implementing state-of-the-art industry practices for governance and analytics across a broad range of business areas.  His experience includes strategy work, process analytics and technology roadmaps, having led teams, built practices, advised and evaluated for numerous Fortune 500 organizations.  Neal is co-author of Business Architecture:  The Art & Practice of Business Transformation.  McWhorter attended Harvard.  

5:00 pm Workshop Wrap-up/Follow-up Action Items
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.


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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