If you have an enterprise or business architecture marketing program or well-defined marketing methodology, Forrester would like to talk with you about a potential case study.
I am initiating a research project on marketing the enterprise architecture (EA) and business architecture (BA) practices. This research will examine how EA and BA practices are promoting their value to their IT and business constituents and explore the best ways to engage and influence architecture’s stakeholders. This research aims to illuminate best practices that can guide enterprise architects in designing a marketing program that can successfully engage the larger organization and develop support for EA and BA initiatives.
The questions this research will answer:
What are the factors to consider when developing a marketing initiative?
What are the typical goals of EA and BA marketing initiatives?
What marketing approaches work best?
What types of marketing artifacts resonate well with stakeholders?
Who are the best targets for a marketing campaign?
How do you know if your marketing efforts are paying off?
If you have a good story about your marketing practices, please contact Kim Naton at email@example.com.
Or - if you just have a good marketing idea, leave a comment.
When thinking about their 2011 IT initiatives, many firms I've spoken with are continuing to build out their virtual server environments. My colleague Gene Leganza has written an excellent report entitled The Top 15 Technology Trends EAs Should Watch that includes system management as a driver of continued virtualization. In addition, it is now becoming apparent that public and private cloud computing architectures are becoming more and more intertwined due to the intersection of virtualization platforms and management tools. From a technology standpoint, I believe that management is one of the key enablers of virtualized and cloud infrastructure. Therefore, as you're making your 2011 plans and virtualization or cloud computing inevitably pops up, think about how the following system management capabilities will influence your strategy:
Integration of public and private cloud management. Management tools for managing virtualization platforms will integrate with cloud services. In the beginning it will be about monitoring or provisioning. Later on, your system management infrastructure will orchestrate the movement between internal and external resource pools.
Recently I participated in a roundtable discussion by members of Forrester’s EA Council on “Getting Strategic In A Tactical World.” Members talked through the challenge of maintaining a strategic focus when the IT (or business) organization was very tactical and of getting the enterprise architecture function to have the right balance of tactical and strategic activities. “Strategic/Tactical Focus” is one of the dimensions of the Archetypes of EA that Forrester has written about, including in this blog, and the balance between tactical and strategic is a key factor in how the larger organization views EA’s relevance as well as the support it provides to EA.
One of the participants, who headed a team of more than 50 architects, asked the others, “How is your department funded – as overhead operations or as part of the project investment budget?” The person who asked this question said that his organization is more than 70% funded out of the project budget. Others responded with a range of 100% operations to 100% project-based. The comments around these different funding mixes were very interesting (all comments paraphrased):
“It’s easier to justify the size of my team if the funding is tied to the amount of project investments we are making.”
“Investment funding levels are too variable – two years ago we cut way back, now we’ve ramped way up. If my team size was a factor of investment funding, we wouldn’t be prepared for the amount of investment we are making now.”
“EA funding as part of ongoing operations budget makes us look like overhead. I don’t want architecture to look like some sort of overhead.”
Open Text today announced that it has acquired StreamServe, a provider of customer communication management solutions. The acquisition will add a missing piece from the OT portfolio — document output for customer communication management — and will enhance Open Text's SAP partnership. DoCCM is becoming more important to push transactional content for multichannel communication and as one of the components of dynamic case management solutions. StreamServe has always had strong post composition, output management, and production management, particularly for invoices and statements generated by ERP systems, including SAP and Lawson Software. It's a dominant provider of CCM in the energy, utility, and supply chain segments. Its partnership with Adobe — which integrates StreamServe's Persuasion with Adobe LiveCycle Designer ES and repackages it as LiveCycle Production Print ES — has enhanced the North American presence. But at its core, StreamServe excels at integrating DoCCM into structured and enterprise apps to leverage its work processing and will benefit from integrating with OT systems, particularly the more capable BPM and WCM solutions. Fairly predictable — but a good move for both firms.