The need for speed (of delivery) can make it hard for Business Architecture to gain traction during the strategy-to-execution life-cycle. This barrier can be especially compounded in an agile work environment where strategy and in-flight work are continuously flexing.

Applying a Marketing approach to Business Architecture communication can create the traction needed to insert architectural value. Enhanced integration in the strategy-to-execution life-cycle will facilitate an iterative approach to agile Business Architecture.

A real-life case study will be presented to demonstrate the value of these creative techniques.

Learning Objectives:

• How to market your Business Architecture practice to the business
• How to incorporate agile ways of working into your Business Architecture practice
• Effective Business Architecture artifacts for senior leadership
• A USAA case study using Business Architecture