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Real World SOA | David Linthicum » Selling SOA

January 22, 2007 | Comments: (0)

Selling SOA

I caught this piece today, "Selling SOA to a CEO," by IBM's Sandy Carter, and found some things that I would like to emphasis pertaining to selling SOA at the corporate level.

"Still, as many IT managers have learned, without executive endorsement, an SOA will be relegated to the confines of IT as opposed to being recognized as an organization-wide business strategy. While no two organizations are exactly alike, there are consistent themes that arise -- and pitfalls to avoid -- when aiming for approval to build an SOA."

Let's face it, CEOs have heard all of the buzzwords before, such as client/server, data mining, intranet, knowledge management, object-oriented, approving huge budgets for training, consultants, staffing, and new technology. But still, as told to me by a CEO friend of mine, "...can't understand why it takes a year to alter a business process. Also, why everything funded in the last 10 years, was delivered late and over budget"...can you say "ERP?"

Thus, CEOs can't help but be a bit gun shy when we parade yet another "revolution in computing," this time SOA, and have our hands out seeking funding, commitment, and acceptance of risk. If you're even the least bit empathetic, you'll understand why they are becoming more skeptical.

So, now that it's time again to do some things different, you'll find that the selling is a bit harder than it was in the past, and Sandy has a few good suggestions. My favorite being:

"1. Don't call it SOA: explain the value and benefits in business terms that reflect the organization's goals -- such as cost reduction, productivity, competitive advantage, etc. -- before diving into a technical conversation."

Good point, and really the fact that you're selling the notion of fixing existing issues, becoming more efficient, and not just layering in new technology for technology's sake.

Sandy has something there, indeed I've found it much more effective to sell the ROI than the buzzword, especially to business leaders that are more concerned about earnings per share than governance, and more inclined to say yes to "improvement" than yes to "SOA."

It's all in how you say it.

Posted by Dave Linthicum on January 22, 2007 04:46 PM


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Dave,

Couldn't agree with you more, especially the bit about existing issues. I wrote this a few days back which expands on it some

http://unreasonablemen.net/index.php?option=com_content&task=view&id=21&Itemid=42

Posted by: P at January 22, 2007 07:13 PM

Dave -

Agree with the "Don't call it SOA" / speak to the business impact when selling outside of IT.

But within IT, how does this advise change?

Doesn't the IT leadership need to keep up their company's "buzzword compliance factor" in order to retain their top performers?

Or does IT need to apply the same ROI disciplines and operational metrics used on the business side?

If the later, what are the big 3-5 tangible, easy to measure/prove value props for SOA?

-Bob Eve, Composite Software

Posted by: Robert Eve at January 23, 2007 09:49 PM

There are few (if any) opportunities for productivity increases in the 21st century that will not have some aspect of technology associated with it. That is, C-level executives need to make business decisions and realize that some aspect of that decision will incorporate a technology component. The fact that a business opportunity should be derailed or overlooked because of fear that the technology component is too complex, cannot be supported by current staff or is unavailable is irrational fear. Plain and simple, it's a mathematical equation, if cost of final solution to build, implement, deploy, maintain gains measurable costs savings inclusive of the technology costs or generates revenue in similar manner, then find a way to execute and stop blaming IT for not meeting expectations. It's the C-level executives responsibility to ensure that the right funding is in place to execute the plan, put the right team in place and get the mission accomplished.

Posted by: JP Morgenthal at February 1, 2007 05:11 AM

There is a great advantage to having a clear and collaborative VISION for how software systems can support overall business objectives. The stronger and clearef this vision is, the more likely the advantages or disadvantages of adopting or expanding SOA in an organization will emerge. SOA could be thought of as an arrow. If no clear target is established it may fly aimlessly into the woods.

Posted by: R Ball at February 8, 2007 03:12 PM

Hello

I am working right now on recommending the opportunity to adopt an SOA strategy and it will be a long journey to implement. Why, because SOA will involve a simultaneous mindset change at different levels of the organization and specially IT : from a CIO perspective the question is associated in changing the computing paradigm within the culture and vision of its IT team and in their very processes (it also concerns the functional people too). Successfull SOA path will make the n-tier architecture truely operative and effective as an architectural style in all disciplines of IT and business. Mindset change is at the very heart of the SOA paradigm. IT alignment with business wil just come as a consequence. Concepts like SaaS or Web 2.0 are just here to confirm that it is not a technical issue.

Posted by: Antoine Proult at February 13, 2007 02:33 AM

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