1. BrainStorm NEW YORK
CONFERENCE & TRAINING PLANNING GUIDE
November 2-5, 2009 • The Westin Times Square
The Official Meeting Place of
The Peer-to-Peer Exchange for Business
& & The Peer-to-Peer Exchange for
Process Management Professionals Service-Oriented Architecture Professionals
A BrainStorm Community The Peer to Peer Exchange for
A BrainStorm Community
Business Architecture Professionals
TABLE OF CONTENTS A BrainStorm Community
2 BRAINSTORM NEW YORK HIGHLIGHTS
3-4 CONFERENCE AGENDA-AT-A-GLANCE
5 TRAINING AGENDA-AT-A-GLANCE
6-10 SESSION DESCRIPTIONS
11 CONFERENCE SERIES CO-SPONSORS
REGISTER
Business TODAY!
Process
Management
Business
Decision Cloud
Management Computing
Enabling the
Process-Driven
Agile Enterprise
Service-Oriented
Architecture Business
Architecture
www.BPMInstitute.org/BrainStormNewYork • 508-475-0475 x15

2. BrainStorm
NEW YORK
By Practitioners,
For Practitioners
.................................................
November 2-5, 2009 & &
The Westin Times Square The Peer-to-Peer Exchange for Business
Process Management Professionals
The Peer-to-Peer Exchange for
Service-Oriented Architecture Professionals
A BrainStorm Community The Peer to Peer Exchange for A BrainStorm Community
Business Architecture Professionals
A BrainStorm Community
Enabling the Process-Driven Agile Enterprise PREMIER PROGRAM
PARTNERS
On behalf of BPMInstitute.org, SOAInstitute.org and BusinessArchitectureInstitute.org, I invite you to join
us at BrainStorm New York over November 2-5, 2009 at The Westin Times Square to participate in the
largest East Coast gathering of our members, featuring the following educational opportunities:
- Conference Sessions Covering:
Business Process Management, Business Architecture, Business Rules/Business Decision
Management & Cloud Computing – November 3-4
- Certificate of Training Programs and Individual Courses – November 2-5
BrainStorm New York features the industry’s foremost Experts, Authors, Analysts, and Practitioners in
Business Process Management, Business Architecture, Business Rules/Business Decision Management,
Cloud Computing and more all in one location!
Our research shows that companies are trying to marshal the above technologies and methodologies
together into a comprehensive strategy, program and platform. Making these selection decisions in a
timely manner requires the rapid collection and assimilation of information from different members of the
community (i.e. suppliers, consultants, and experienced practitioners.)
Don’t miss this annual opportunity in New York for an unbiased, educational event and expert insight
from the industry’s leaders to ensure the success of your intiatives and work towards establishing your
agile enterprise!
I look forward to hosting you at our most comprehensive educational and networking event to be held
on the East Coast in 2009!
GREGG V. ROCK
President & Founder
BrainStorm Group, Inc.
gvr@brainstorm-group.com
BrainStorm New York offers the following benefits:
• Our largest East Coast Member gathering of BPM, BA, SOA professionals in 2009
• Best practices and lessons learned from world-class organizations
• Dedicated daily networking opportunities
• One-on-One meetings with selected Presenters, Practitioners, Analysts, Authors, Experts
• Complimentary publications
• Discounted research reports
• Complimentary 30-Day Professional Membership on BPMInstitute.org & SOAInstitute.org
• Complimentary 30-Day access to archived sessions online
Earn up to 30 PDUs!
and much more...

3. BrainStorm NEW YORK
Conference Agenda-At-A-Glance
................................................................................
Tuesday - November 3, 2009
8:25-8:40 WELCOME
Gregg V. Rock, President & Founder, BrainStorm Group, Inc.
8:40-9:25 BEST PRACTICES KEYNOTE: BUILDING A WORLD-CLASS BPM CENTER OF EXCELLENCE
Featuring: Frank La Rocca, Director Shared Services, Con Edison
9:25-9:35 COFFEE BREAK
BPM PROFESSIONAL TRACK BPM TOOLS AND TECHNOLOGY TRACK BA PROFESSIONAL TRACK
TRACK CHAIR: TRACK CHAIR: TRACK CHAIR:
Shelly Sweet Bruce Silver William Ulrich
President Principal President
I-4 Process Consulting Bruce Silver Associates Tactical Strategy Group
9:40-10:25 TRACK CHAIR KEYNOTE: TRACK CHAIR KEYNOTE: TRACK CHAIR KEYNOTE:
HOW BPM TAKES THE WASTE OUT OF WORK WHICH BPMS IS RIGHT FOR YOU? BUSINESS ARCHITECTURE: STATE
Shelly Sweet Bruce Silver OF THE ART/STATE OF THE PRACTICE
President Principal William Ulrich
I-4 Process Consulting Bruce Silver Associates President
Tactical Strategy Group
10:30-11:15 LEADING AN EFFECTIVE CHANGE CASE STUDY: PERFORMANCE MANAGEMENT PANEL: BUSINESS ARCHITECTURE:
MANAGEMENT PROGRAM, A KEY TOOL FOR THROUGH TOPCAT - CENTRAL ALERT WHO OWNS IT - WHO DELIVERS IT?
REALIZATION OF THE EXPECTED BENEFITS TRACKING TOOL WHO BENEFITS FROM IT?
Izabela Waglay Featuring: Kumud Majumder Moderated by: William Ulrich
CEO Vice President President
EELI Group Inc. Citigroup Tactical Strategy Group
11:20-12:05 CASE STUDY: ALIGNING ORGANIZATIONAL CASE STUDY: BPM THE NEXT GENERATION CASE STUDY: SYNCHRONIZING BUSINESS
PERFORMANCE ARCHITECTURE WORK–A LOOSELY
COUPLED VIEW
12:05-1:20 BIRDS OF A FEATHER LUNCHEON
Sponsored by: BPMInstitute.org, SOAInstitute.org & BusinessArchitectureInstitute.org
1:20-2:05 DESSERT AND COFFEE ON THE SOLUTIONS SHOWCASE
2:10-2:55 CAN SIX SIGMA AND BUSINESS EXECUTABLE BPMN: BPMN-2.0 BUILDING AND USING A BUSINESS
PROCESS MANAGEMENT COEXIST? ONTOLOGY-BASED ENGINE CAPABILITY MODEL FOR BUSINESS
Marvin Wurtzel Mohamed Keshk ARCHITECTURE
Principal Consultant Lead Ontologist Greg Suddreth
Marvin M. Wurtzel & Associates UML-OWL Gen, LLC Founding Board Member
BusinessArchitectureInstitute.org
3:00-3:45 INCREASING BUSINESS ANALYSIS MATURITY CASE STUDY: BPM ANTI-PATTERNS BUSINESS INFORMATION
FOR RULES-DRIVEN BUSINESS PROCESS Featuring: Robert Wald ARCHITECTURE: WHAT IS IT
MANAGEMENT Vice President Jim Rhyne
David Heidt JPMorgan Principal Consultant
Managing Partner Software Renovation Consulting
Enterprise Agility
3:50-4:35 SOLUTION EDUCATION SESSION: INNOVATIONS SOLUTION EDUCATION SESSION: CLEAR SOLUTION EDUCATION SESSION
IN BPM TECHNOLOGY–PROCESS MINING, DIRECTIONS FOR BPM SUCCESS
CASE MANAGEMENT AND AGILITY SOLUTIONS; Featuring: Brandon Baxter
SAVING SIGNIFICANT MONEY AND TIME OVER Senior Product Marketing Manager
TRADITIONAL BPM APPROACHES Lombardi
Featuring: Lynn R. Hogg
President
Pallas Athena USA
4:40-5:25 PANEL: TIPS FOR STARTING AND MAINTAINING A SUCCESSFUL BPM INITIATIVE
Moderated by: Tom Dwyer, Vice President, Research, BrainStorm Group & Editorial Director, BPMInstitute.org
5:30-5:45 FOUNDER CLOSING KEYNOTE: REFLECTIONS FROM 2009; OUTLOOK FOR 2010
Featuring: Gregg V. Rock, President & Founder, BrainStorm Group, Inc.
5:45-6:30 EVENING RECEPTION ON THE SOLUTIONS SHOWCASE *Agenda subject to change.
Sponsored by: BPMInstitute.org, SOAInstitute.org & BusinessArchitectureInstitute.org

4. BrainStorm NEW YORK
Conference Agenda-At-A-Glance
................................................................................
Wednesday - November 4, 2009
8:45-9:30 OPENING KEYNOTE: THE HIDDEN FACTORY IN CHANGE MANAGEMENT
Featuring: Tiran Dagan, Director, Strategic Initiatives & Analysis, NBC Universal
BPM PROFESSIONAL TRACK CLOUD COMPUTING TRACK BA PROFESSIONAL TRACK BDM TRACK
TRACK CHAIR: TRACK CHAIR: TRACK CHAIR: TRACK CHAIR:
Daniel J. Madison George Barlow Neal McWhorter Larry Goldberg
Author of Process Mapping, Process Chief Executive Officer Chief Architect Managing Partner
Improvement, and Process Management Cloud Harbor, Inc. Enterprise Agility Knowlwdge Partners International
& Owner, Value Creation Partners
9:35-10:20 TRACK CHAIR KEYNOTE: CREATING TRACK CHAIR KEYNOTE: HOW TRACK CHAIR KEYNOTE: THINKING TRACK CHAIR KEYNOTE:
A NEW PROCESS USING PROCESS CLOUD COMPUTING WILL CHANGE BROADLY: INTEGRATING BUSINESS BDM–BEYOND BUSINESS RULES
DESIGN PRINCIPLES BUSINESS PROCESS MANAGEMENT ARCHITECTURE INTO AN Larry Goldberg
Daniel J. Madison George Barlow ORGANIZATION Managing Partner
Author of Process Mapping, Process Chief Executive Officer Neal McWhorter Knowlwdge Partners International
Improvement, and Process Management Cloud Harbor, Inc. Chief Architect
& Owner, Value Creation Partners Enterprise Agility
10:20-10:30 COFFEE BREAK
10:35-11:20 FACILITATION SKILLS FOR HOW DOES BUSINESS DETERMINE THE ROLE OF TEH CLOUD IN TODAY’S A DECISION FOCUSED APPROACH
PROJECT MEEETINGS BUSINESS STRATEGIES AND EVER CHANGING OPERATING MODELS? TO BUSINESS RULE MANAGEMENT
Tammy Adams Neal Lohmann AND ANALYSIS
Author of The Project Meeting Facilitator Former Vice President, Business Architecture Lee Lambert
& Managing Partner MetLife Managing Partner
Chaosity LLC New Wisdom Software
11:25-12:10 SOLUTION EDUCATION SESSION SOLUTION EDUCATION SESSION SOLUTION EDUCATION SESSION CASE STUDY: IMPLEMENTING
DECISION MANAGEMENT AT
FREDDIE MAC
Featuring: Teresa Skehan
Director, Business Rules
Center of Excellence
Freddie Mac
12:15-1:30 HONORARY CERTIFICATE OF TRAINING LUNCHEON
Sponsored by: BPMInstitute.org & SOAInstitute.org & BusinessArchitectureInstitute.org
1:30-2:15 DESSERT AND COFFEE ON THE SOLUTIONS SHOWCASE
2:15-3:00 ACCELERATING BPM ADOPTION: CASE STUDY: THE ENTERPRISE STRATEGIC OPPORTUNITIES WITH WHAT IS SCOPE? (AND HOW
CRAFTING A VISION AND RULES ENGINE BUSINESS ARCHITECTURE (BA) DO YOU KNOW WHEN YOU
ESTABLISHING A ROADMAP AND IT INTEGRATION HAVE IT?)
Michael Melenovsky Ralph Whittle Art Moore
Editorial Board Member Co-Author of Enterprise Business President
BPMInstitute.org Architecture: The Formal Link Clear Systems LLC
between Strategy and Results
3:05-3:50 BUSINESS REALIGNMENT: A ARCHITECTING YOUR USE CASE STUDY: MOVING FORWARD: CASE STUDY AT ERNST &
FOUNDATION FOR SUCCESS OF THE CLOUD PRACTICAL STEPS TO ESTABLISH YOUNG: BETTER! FASTER!
Mike Rosen BUSINESS ARCHITECTURE CHEAPER!
Editorial Director Featuring: David Pedersen
SOAInstitute.org Senior Decision Architect
Knowlwdge Partners International
3:55-4:25 CLOSING SESSION: CONFERENCE WRAP-UP AND IMPORTANT TAKE-AWAYS
William Ulrich, President, Tactical Strategy Group
*Agenda subject to change.

5. BrainStorm NEW YORK
Training Agenda-At-A-Glance
..................................................................
November 2-5, 2009 The Westin Times Square By Practitioners,
For Practitioners
Monday, November 2 Our premium quality
9am–5pm BPM 101: AN INTRODUCTION TO BUSINESS PROCESS MANAGEMENT
BUSINESS RULES AND BDM 101: INCORPORATING BUSINESS RULES AND DECISIONS INTO BPM, BDM AND SOA
training is delivered
SOA 101: UNDERSTANDING SOA
BA 101: INTRODUCTION TO BUSINESS ARCHITECTURE
by Practitioners,
METHODOLOGIES AND APPROACHES FOR BPM for Practitioners
12pm–1pm LUNCHEON
5pm–6pm TRAINING RECEPTION BPMInstitute.org, SOAInstitute.org and
BusinessArchitectureInstitute.org
Tuesday, November 3 have partnered with the industry’s
foremost authorities in the fields of
8:40am-9:25am BEST PRACTICES KEYNOTE: BUILDING A WORLD-CLASS BPM CENTER OF EXCELLENCE
BPM, BA, BDM/Rules, SOA and more, to
9:30am–5:30pm FACILITATION SKILLS FOR PROCESS IMPROVEMENT PROJECTS develop a unique training and certification
ANALYZING THE “AS IS” AND CREATING THE “TO BE” PROCESS programs. Our best-in-class instructors
SOA FOR ARCHITECTS
BA INTEGRATION, INNOVATION AND CASE STUDY MODEL REVIEW
are internationally recognized authorities
committed to bringing you the most
12:05pm-1:20pm BIRDS OF A FEATHER LUNCHEON
current BPM ideologies, strategies, and
actionable advice that you can apply to
real-life situations!
Wednesday, November 4
8:45am-9:30am OPENING KEYNOTE: THE HIDDEN FACTORY IN CHANGE MANAGEMENT Our Certificate of Training Programs
offers a comprehensive curriculum
9:30am–5:30pm BPM AND LEAN: TAKING THE WASTE OUT OF WORK of full-day training courses, featuring
BUSINESS TRANSFORMATION METHODOLOGIES: PROCESS CHANGE MANAGEMENT
the expertise of the industry’s most
SERVICE ORIENTED INTEGRATION (SOI) – STANDARDS, TECHNOLOGIES, AND BEST PRACTICES
BPM & SIX SIGMA prominent experts.
PROCESS MEASUREMENT & METRICS
DATA ARCHITECTURE FOR BUSINESS ARCHITECTS You may create your own curriculum
PROCESS MODELING WITH BPMN 2-DAY COURSE – NOVEMBER 4-5, 2009 by registering for individual classes,
12:15pm-1:30pm HONORARY CERTIFICATE OF TRAINING LUNCHEON credits may be applied towards the
Sponsored by: BPMInstitute.org, SOAInstitute.org & BusinessArchitectureInstitute.org Certificate of Training Program.
Thursday, November 5
9am–5pm DEVELOPING BUSINESS PROCESS MODELS IN THE REAL-WORLD
DESIGNING SERVICE ORIENTED SOLUTIONS
BUSINESS ARCHITECTURE / IT ARCHITECTURE ALIGNMENT: CROSS-DISCIPLINARY ALIGNMENT STRATEGIES
FOR BUSINESS & IT
BUSINESS RULES DRIVEN REQUIREMENTS: USING THE DECISION MODEL TO ENHANCE MODEL BASED BUSINESS
REQUIREMENTS AND TESTING Click Here for
ORGANIZATIONAL CHANGE MANAGEMENT CONCEPTS & STRATEGIES Training Course
ESTABLISHING BUSINESS PROCESS GOVERNANCE AND CENTERS OF EXCELLENCE
ESTABLISHING SOA GOVERNANCE AND CENTERS OF EXCELLENCE Descriptions
12pm–1pm TRAINING LUNCHEON
*Agenda subject to change. Call 508-475-0475 x15 to speak with a Training Advisor

6. BrainStorm NEW YORK
Session Descriptions | Tuesday | November 3 | DAY 1
8:40AM-9:25AM performance monitoring/optimization. There are
dozens to choose from, but not all are optimized
handles process alerts from disparate sources.
Rolled up stats are displayed as Traffic Lights.
BEST PRACTICES KEYNOTE: BUILDING for the same types of processes and user skills. This roll-up feature is invaluable for managers.
A WORLD-CLASS BPM CENTER OF We’ll discuss what goes into industry analyst Alert drill down capability facilitates root causes
EXCELLENCE evaluations of BPM Suites, what makes one analysis. Alerts trigger display change plus
product better than another, and how to find the automated messaging to the stake holders.
Featuring: Frank La Rocca, Director Shared
Services, Con Edison BPMS that best fits your needs. The automated messages include tips from a
knowledge management database prompting
With approximately $33 billion in assets, Con
BA P RO F E S SIONAL TRACK faster problem resolution. TopCAT is a powerful
Edison is one of the nation’s largest investor-
TRACK CHAIR KEYNOTE: BUSINESS BPM tool.
owned energy companies serving the New York
metropolitan area. Today Con Edison is in the ARCHITECTURE: STATE OF THE ART/STATE
process of developing a world-class business OF THE PRACTICE BA PROFESSIONAL TRACK
process improvement center of excellence to William Ulrich, President, Tactical Strategy PANEL: BUSINESS ARCHITECTURE: WHO
drive everything from building basic process Group OWNS IT - WHO DELIVERS IT? WHO
model repositories to leading large-scale, cross- Business architecture is emerging as a key focus BENEFITS FROM IT?
organizational process reengineering initiatives. for organizations seeking to optimize business Moderated by: William Ulrich, President, Tactical
Join Frank La Rocca – Director Shared Services, environments and governance structures. This Strategy Group
Con Edison – as he details Con Edison’s best presentation provides an overview of business The role of business architecture continues
practices for building a world-class process architecture visualization and alignment to expand in organizations. As this occurs,
improvement center of excellence. Regardless concepts. The session also examines the current organizations continue to examine who owns
of your industry or market, you’ll hear tangible state of business architecture in practice along the role of business architect, who benefits
advice and strategies you can use including: with commonly deployed approaches. Finally, the from it and who delivers business architecture
session looks at industry frameworks, emerging capabilities. Join us for this discussion on the key
- Establishing company-wide business process
standards and the importance of business / IT role of the business architect in organizations.
standards, rules and knowledge bases
architecture alignment.
- Working across departmental silos to identify
process redundancies, bottlenecks and
inefficient manual elements
10:30AM-11:15AM 11:20AM-12:05PM
- Modeling and simulating future business
process improvements BPM PROFESSIONAL TRACK
B P M P RO F ESSIONAL TRACK
- Evolving towards real-time process CASE STUDY: ALIGNING ORGANIZATIONAL
LEADING AN EFFECTIVE CHANGE
monitoring PERFORMANCE
MANAGEMENT PROGRAM, A KEY TOOL FOR
REALIZATION OF THE EXPECTED BENEFITS
Izabela Waglay, CEO, EELI Group Inc. BPM TOOLS & TECHNOLOGY TRACK
9:40AM-10:25AM This presentation will define the business CASE STUDY: BPM THE NEXT GENERATION
BPM PRO F E S S I O N A L T R AC K transformation term as a change initiative to
align People, Process and Technology of an BA PROFESSIONAL TRACK
TRACK CHAIR KEYNOTE: HOW BPM TAKES
organization with its business strategy and vision CASE STUDY: SYNCHRONIZING BUSINESS
THE WASTE OUT OF WORK
leading to realization of the expected benefits. ARCHITECTURE WORK- A LOOSELY
Shelley Sweet, President, I-4 Process Consulting
The role of the critical elements of the successful COUPLED VIEW
You can set yourself up to achieve dramatic business transformation initiative (supported by
results or you can die the slow death of inactivity. Organizations have numerous process alignment,
the specific implementation examples) will be
Learn how to get started and do a successful rule analysis and data synchronization projects
briefly outlined, including:
BPM project. We’ll cover key elements such underway. These projects may not be aligned
- Strategic Direction under a common strategy that fully leverages
as: the right sponsorship and improvement
team, selecting analysis techniques for high - Business Design a holistic view of the enterprise. In addition,
impact, implementing quick wins and testing - Change Management governance realignment may not be reflected
organizational receptivity, and evaluating different - Change Governance in these initiatives. While a strict top-down
scenarios using BPM software simulations. approach to this would be counterproductive,
synchronization is desirable. This session
B P M TO O L S & TECHNOLOGY TRACK discusses a loosely coupled approach to project
BPM TO O L S & T E C H N O L O G Y T R AC K
CASE STUDY: PERFORMANCE synchronization and coordination that includes
TRACK CHAIR KEYNOTE: WHICH BPMS IS MANAGEMENT THROUGH TOPCAT- how to deal with project management offices.
RIGHT FOR YOU? A CENTRAL ALERT TRACKING TOOL
Bruce Silver, Principal, Bruce Silver Associates Featuring: Kumud Majumder, Vice President, Continued...
BPM Suites provide an end-to-end platform Citigroup
for BPM solutions combining modeling, We have developed TopCAT, a Top down Central
implementation design, runtime execution, and Alert Tracking and management tool. It efficiently

7. BrainStorm NEW YORK
Session Descriptions | Tuesday | November 3 | DAY 1
2:10PM-2:55PM BA P RO F E SSIONAL TRACK BA PROFESSIONAL TRACK
BUILDING AND USING A BUSINESS BUSINESS INFORMATION ARCHITECTURE:
BPM PRO F E S S I O N A L T R AC K CAPABILITY MODEL FOR BUSINESS WHAT IS IT
CAN SIX SIGMA AND BUSINESS PROCESS ARCHITECTURE Jim Rhyne, Principal Consultant, Software
MANAGEMENT COEXIST? Greg Suddreth, Founding Board Member Renovation Consulting
Marvin Wurtzel, Principal Consultant, Marvin M. BusinessArchitectureInstitute.org Business information architecture is a
Wurtzel & Associates Building and using a Business Capability consensus vocabulary of business terms and
This talk will provide an overview of BPM and Model for Business Architecture. How does an their relationships. It insures consistency and
Six Sigma to indicate where there are synergies organization build a business capability model precision of terms used in scorecards, value
between the various types of programs. and use it effectively in their organization as part chains, processes and rules. It also provides
BPM builds the framework to create strategic of a business architecture framework. the common vocabulary of terms for alignment
alignment, measure business processes using of business and IT. Contemporary vocabularies
metrics aligned to business goals, and identify (e.g. SBVR, OWL) have their grounding in logic.
This helps insure consistency and precision
performance gaps that have a major impact on
the customer and on achieving desired business
3:00PM-3:45PM and is based on common sense, but need not
results. be a heavyweight process nor require a PhD in
B P M P RO F ESSIONAL TRACK
mathematical logic. Real business examples
Six Sigma can be used as the vehicle to INCREASING BUSINESS ANALYSIS are used to motivate the value of business
implement significant quality improvement, MATURITY FOR RULES-DRIVEN BUSINESS information architecture and to provide an
stabilize the processes and close the gaps. Six PROCESS MANAGEMENT overview of the technical content.
Sigma can be used to remove waste from the David Heidt, Managing Partner, Enterprise Agility
process and provide higher quality resulting in
With organizations giving high priority to maturing
improved customer satisfaction.
their business analysts’ skills, it is necessary 3:50PM-4:35PM
Together they can provide a process enabled to reflect on the effectiveness of today’s
and customer focused enterprise. business analysis best practices when adopting SOLUTION EDUCATION SESSION:
Rules-Driven Business Process Management. INNOVATIONS IN BPM TECHNOLOGY
BPM TO O L S & T E C H N O L O G Y T R AC K Understanding how the adoption of business - PROCESS MINING, CASE MANAGEMENT
EXECUTABLE BPMN: BPMN-2.0 rules and BPM impact the business analyst AND AGILITY SOLUTIONS; SAVING
ONTOLOGY-BASED ENGINE role is critical to achieving the reduce cost and SIGNIFICANT MONEY AND TIME OVER
increased business agility promised by rules TRADITIONAL BPM APPROACHES
Mohamed Keshk, Lead Ontologist, UML-OWL
Gen, LLC and BPM vendors. The presenter will discuss the Featuring: Lynn R. Hogg, President, Pallas
current challenges related to modeling tools and Athena USA
The emergence of XMI metamodel was a tipping
point for BPMN-2.0. It offers a tremendous analysis techniques along with introducing a Innovations in BPM Technology - Process Mining,
opportunity for building a native BPMN engine business analysis maturity model that is a useful Case Management and Agility Solutions; Saving
backed by formal and rich semantics of roadmap for organizations adopting aspects of Significant Money and Time Over Traditional BPM
the metamodel. However, the complexity of Rules-Driven BPM. Approaches
the metamodel in terms of interconnected See how Process Mining technology can take
relationships among different BPMN elements B P M TO O L S & TECHNOLOGY TRACK existing process data and create perfect process
and across different packages makes it hard CASE STUDY: BPM ANTI-PATTERNS models automatically, saving tens to hundreds of
for traditional technologies to handle such Featuring: Robert Wald, Vice President, thousands of dollars in design costs
semantics. A BPMN ontology-based engine JPMorgan Hear why Case Management and BPM Agility are
offers a great opportunity to handle the Business Process Management is an increasingly today, key differentiators in today’s BPM market,
complexity of the metamodel in a native and popular paradigm for development. But some defining the interrelationships among processes
formal way using W3C standards: OWL, SPARQL, development patterns and contextual situations and the links between processes and their
and inference engine. are not appropriate for BPM and are likely to business context.
My presentation will unveil a complete working lead to flawed or delayed implementations. In
prototype to show business analysts how to turn this talk Robert Wald of JPMorgan will discuss SOLUTION EDUCATION SESSION:
their BP diagrams from documents into a run- various situations where BPM was not the correct
solution or was implemented in a less than ideal CLEAR DIRECTIONS FOR BPM SUCCESS
time application that enables them to integrate,
manner with an eye towards taking these lessons Featuring: Brandon Baxter, Senior Product
publish, query, and infer over their BP models.
Marketing Manager, Lombardi
This will lead to lower costs and improved time- learned and heading off issues and design
to-market. problems before they happen. Driving long-term business benefit and success
with BPM requires companies have specific
project and technical delivery capabilities. It
is one of the three major barriers to creating a
sustainable BPM program. Attend this session
Continued...

8. BrainStorm NEW YORK
Session Descriptions | Tuesday | November 3 | DAY 1
to learn best practices for how to eliminate the
other two barriers that impede success with BPM.
4:40PM-5:25PM 5:30PM-5:45PM
More importantly, take away clear directions PANEL: TIPS FOR STARTING AND FOUNDER CLOSING KEYNOTE:
for how to help position your company for BPM MAINTAINING A SUCCESSFUL BPM REFLECTIONS FROM 2009; OUTLOOK
success both today, and well into the future. INITIATIVE FOR 2010
Moderated by: Tom Dwyer, Vice President, Featuring: Gregg V. Rock, President & Founder,
SOLUTION EDUCATION SESSION Research, BrainStorm Group & Editorial Director, BrainStorm Group, Inc.
BPMInstitute.org In these times of significant uncertainty about
An in-depth solution based on the supplier’s
product will be presented during this session. The panelists will discuss what to do and not future revenues, companies are asking senior
The session will be a combination of presentation do when initiating BPM at a company. How executives to examine current processes and
and demonstration and allow for audience should one get started? How do you create a suggest ways of streamlining operations and
questions. compelling value proposition for BPM? How reducing waste. Businesses are examining ways
do you create and sustain BPM initiatives? to improve operational efficiency by paying
What is the business value of process more attention to process management and
improvement? How do you establish a strong improvement. BPMInstitute.org has observed an
linkage between business strategy and business increased interest in introducing the concepts
process improvement? What is the role of BPM and principles of business process management
technology? to the company’s office workforce.

9. BrainStorm NEW YORK
Session Descriptions | Wednesday | November 4 | DAY 2
8:45AM-9:30AM BA P RO F E SSIONAL TRACK CLOUD COMPUTING TRACK
TRACK CHAIR KEYNOTE: THINKING & BA PROFESSIONAL TRACK
BROADLY: INTEGRATING BUSINESS HOW DOES A BUSINESS DETERMINE THE
OPENING KEYNOTE: THE HIDDEN FACTORY
ARCHITECTURE INTO AN ORGANIZATION ROLE OF THE CLOUD IN TODAY’S BUSINESS
IN CHANGE MANAGEMENT
Neal McWhorter, Chief Architect, Enterprise STRATEGIES AND EVER CHANGING
Tiran Dagan, Director, Strategic Initiatives & OPERATING MODELS?
Agility
Analysis, NBC Universal
Working in a large organization can sometimes Neal Lohmann, Former Vice President, Business
Change management gets a call-to-arms in a Architecture, MetLife
seem like working in slow motion. Trying to
variety of situations: new technology, process
change the direction of an organization is a As businesses transform and change to meet the
improvement, reorg. Some change is organic and
complex exercise and that’s why organizations ever changing demand to remain competitive,
some has a top-down directive but no change
are turning to Business Architecture. But where what role does the Cloud have in the new
initiative can ever survive the currents that lay
do you begin? In this, talk we’ll explore some of operating models?
just beneath the surface. These are the unofficial
the key scenarios that organizations are targeting Using a Business Architecture Framework enables
channels of communication that cross org-
to get started with Business Architecture and organizations to identify which capabilities
structure boundaries and the informal network
how these fit together to form within a framework will benefit from Cloud strategies and which
where decisions are often based on emotions.
that organizations can use to guide their effort to capabilities can be differentiated through internal
Tiran will discuss simple techniques to manage
develop a Business Architecture practice. technology development.
this “hidden factory” and the unofficial socio-
political web where more gets done than in the
open and how to introduce objectivity into the B D M T R AC K BDM TRACK
conversation. TRACK CHAIR KEYNOTE: BDM – BEYOND A DECISION FOCUSED APPROACH TO
BUSINESS RULES BUSINESS RULE MANAGEMENT AND
Larry Goldberg, Managing Partner, Knowledge
ANALYSIS
9:35AM-10:20AM Partners International Lee Lambert, Managing Partner, New Wisdom
Software
We define Business Decision Management
BPM PRO F E S S I O N A L T R AC K (BDM) and show its relationship to Business This session will present an overview of the
TRACK CHAIR KEYNOTE: CREATING A Rules, Business Process Management (BPM) decision focused approach to business rule
NEW PROCESS USING PROCESS DESIGN and Service-Oriented Architecture (SOA). We discovery, analysis and management, including
PRINCIPLES demonstrate the how BDM ties Business Rules fundamental terms and concepts. We will outline
Daniel J. Madison, Author of Process Mapping, to BPM and SOA, and how it can significantly the benefits of integrating this approach with
Process Improvement, & Process Management & enhance the business capability of these business process management and discuss some
Owner, Value Creation Partners technologies. Finally we look at what it takes to of the key capabilities that are required to do so
Process design principles are distilled best implement BDM in terms of skills, technology, successfully.
practices derived from world class organizations. and methodology, and how to get started toward
These principles provide a guideline for process
improvement efforts. By using design principles,
success.
11:25AM-12:10PM
new processes can be designed very quickly. In
addition these new processes will exhibit higher 10:35AM-11:20AM SOLUTION EDUCATION SESSIONS
quality, lower cost, faster cycle time, and less An in-depth solution based on the supplier’s
worker frustration. B P M P RO F ESSIONAL TRACK product will be presented during this session. The
FACILITATION SKILLS FOR PROJECT session will be a combination of presentation and
MEETINGS demonstration and allow for audience questions.
CLOUD C O M P U T I N G T R AC K
TRACK CHAIR KEYNOTE: HOW CLOUD Tammy Adams, Author of The Project Meeting
COMPUTING WILL CHANGE BUSINESS Facilitator & Managing Partner, Chaosity LLC BDM TRACK
PROCESS MANAGEMENT It seems like we’re always in project meetings CASE STUDY: IMPLEMENTING DECISION
George Barlow, Chief Executive Officer, Cloud - planning meetings, status meetings, meetings to MANAGEMENT AT FREDDIE MAC
Harbor, Inc. figure things out, meetings to review what’s been Featuring: Teresa Skehan, Director, Business
As cloud computing becomes more and more done, and more. Yet most meetings are viewed as Rules, Center of Excellence, Freddie Mac
mainstream BPM systems will be offered in a unproductive, tedious, wastes of precious time.
You can change that! By applying some simple Continued...
Software-as-a-Service (SaaS) model as well as
being delivered in on-premise service appliances facilitation techniques, you can transform both
behind the firewall. Mr. Barlow will explore these your virtual and face-to-face meetings into well-
topics and provide a glimpse into one of the planned, well-managed journeys that engage the
next significant new business technologies to be team while achieving the intended goals.
delivered “in the cloud.”

10. BrainStorm NEW YORK
Session Descriptions | Wednesday | November 4 | DAY 2
2:15PM-3:00PM B D M T R AC K BDM TRACK
WHAT IS SCOPE? (AND HOW DO YOU KNOW CASE STUDY AT ERNST & YOUNG: BETTER!
BPM PRO F E S S I O N A L T R AC K WHEN YOU HAVE IT?) FASTER! CHEAPER!
Art Moore, President, Clear Systems LLC Featuring: David Pedersen, Senior Decision
ACCELERATING BPM ADOPTION: CRAFTING
Across the total life cycle of a system project, Architect, Knowledge Partners International
A VISION AND ESTABLISHING A ROADMAP
Michael Melenovsky, Editorial Board Member, how much process modeling is enough, when, This case study describes my experience with
BPMInstitute.org and in what form? How do these process using BPM and BDM to automate complex
The deployment of BPM suites are delivering modeling activities and artifacts integrate with regulations and enterprise policies across a large
the departmental productivity gains expected. other perspectives of the project at each stage? global enterprise.
Broader adoption however, hinges on gaining a This presentation provides guidance not on After gathering requirements from across the
consensus around a vision, crafting a roadmap, process modeling itself, but on the integration globe, we selected a BPM vendor and hired
and embracing enabling frameworks. During of process modeling with the other necessary their best consultants to ensure good results.
this session, a foundation is laid for pursuing project tasks and outputs, including business However, life is not that easy. A portion of the
an integrated business framework to accelerate rules, throughout the life cycle. It provides a application was implemented with a business
broader BPM adoption. framework for effective project planning for rules front end, which worked very well, the
business analysis, and demonstrates how rest had gaps. We lacked the ability to present
process models themselves are improved by this complex rules in a format that the business and
CLOUD C O M P U T I N G T R AC K effective integration and balance. IT understood. We implemented BDM during a
CASE STUDY: THE ENTERPRISE RULES major upgrade. This resulted in a 10% to 25%
ENGINE reduction in development time, plus many other
The presentation will speak to the benefits 3:05PM-3:50PM benefits.
of, and our success in implementing, an
Enterprise Rules Engine. Pershing, LLC is a large B P M P RO F ESSIONAL TRACK
organization and our Enterprise Rules Engine
serves many different business lines.
BUSINESS REALIGNMENT: 3:55PM-4:25PM
A FOUNDATION FOR SUCCESS
The presentation will discuss: Realigning business architecture requires
CLOSING SESSION: CONFERENCE WRAP-UP
How To: differentiate between a rule and an edit visualizing, aggregating and synchronizing business
AND IMPORTANT TAKE-AWAYS
How To: identify the generic - to ensure that it is processes, rules and data across functional silos,
William Ulrich, President, Tactical
an Enterprise Solution divisional boundaries and the virtual enterprise.
Strategy Group
This is essential to dealing with governance
How To: build a generic infrastructure so it is able A constant change in your business requires
redundancies and inconsistencies inherent in many
to be deployed across many different business aligning business process management,
organizations. This session will outline a strategy
lines. business rules development, business services
and discuss approaches for getting started with
And How we have accomplished this. business realignment - including lining up business development, organizational performance
architecture with business strategy. objectives, information architectures and
BA PRO F E S S I O N A L T R AC K shifting business architectures. Join us for this
STRATEGIC OPPORTUNITIES WITH conference wrap-up session as we tie together
C L O U D C O MPUTING TRACK
BUSINESS ARCHITECTURE (BA) AND the events and provide you with take-home
ARCHITECTING YOUR USE OF THE CLOUD recommendations.
IT INTEGRATION
Mike Rosen, Editorial Director, SOAInstitute.org
Ralph Whittle, Co-Author of Enterprise Business
Architecture: The Formal Link between Strategy
and Results BA P RO F E S SIONAL TRACK
This presentation describes the relationships CASE STUDY: MOVING FORWARD:
between your Business Architecture (BA), IT PRACTICAL STEPS TO ESTABLISH
architectures and Strategy. It illustrates how BUSINESS ARCHITECTURE
to build a BA with value streams or the core This presentation will introduce you to the
cross-functional processes from your BPM practical steps to establishing business
initiatives, and integrate with the IT Architectures architecture through learning experiences.
and the Strategy. The BA is the next logical
evolution in Business Process Modeling and
IT architecture integration. The BA can create
strategic opportunities with value chains for
improving enterprise performance and building a
competitive advantage.

11. BrainStorm Conference Series Co-Sponsors
Including 09, 08 & 07 Co-Sponsors

12. ....................................................................................................................
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real-life situations! Our curriculum—attended
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focuses on five areas: Business Process Management, Service-
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may be applied towards earning
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