Why Read This
As firms adapt to the age of the customer, enterprise architecture (EA) organizations are engaging more at the front end of the business, with new stakeholders in sales, marketing, and product management. Understanding the needs and goals of these new stakeholders is challenging but critical to EA's impact. Leaders of successful EA practices apply a framework for capturing "useful" goals through structured and relevant conversations. This report describes how to engage stakeholders, with the business capability map as the central tool for this effort. Success in this effort will lead to business improvement road maps that are clearly aligned to the strategic needs of the firm — whether the firm truly thinks strategically or not. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We have updated it to reflect our current thinking on effective methods for engaging with business stakeholders.