Selling BizTalk-Based Selling BizTalk-Based EngagementsEngagements

David ChappellDavid ChappellChappell & AssociatesChappell & Associateswww.davidchappell.comwww.davidchappell.com

AgendaAgenda

Key Questions and AnswersKey Questions and Answers

Recognizing Integration OpportunitiesRecognizing Integration Opportunities

Complements, Alternatives, and Complements, Alternatives, and Competitors to BizTalk ServerCompetitors to BizTalk Server

Appendix: BizTalk Server BasicsAppendix: BizTalk Server Basics

““These are quotes from sales principals These are quotes from sales principals in Microsoft partners that provide a in Microsoft partners that provide a substantial integration capability.”substantial integration capability.”

1 1 Key Questions and AnswersKey Questions and Answers

What Do Integration Deals Look Like? What Do Integration Deals Look Like? Using BizTalk ServerUsing BizTalk Server

Multi-site consolidation with Multi-site consolidation with heterogeneous systemsheterogeneous systems

Small scoping Small scoping project plus initial project plus initial

buildbuild

Multiple apps and integration Multiple apps and integration points with fault tolerance, points with fault tolerance,

clustering, etc.clustering, etc.

Source: Microsoft BizTalk partners interviewed by IDC, 2006

Custom app development Custom app development plus integrationplus integration

Professional services feeProfessional services fee

Person months of effortPerson months of effort

Gross profitGross profit

Gross marginGross margin

€€18,000,00018,000,000

680680

€€10,800,00010,800,000

60%60%

Professional services feeProfessional services fee

Person months of effortPerson months of effort

Gross profitGross profit

Gross marginGross margin

€€1,000,0001,000,000

4545

€€400,000400,000

40%40%

Professional services feeProfessional services fee

Person months of effortPerson months of effort

Gross profitGross profit

Gross marginGross margin

€€250,000250,000

1515

€€125,000125,000

50%50%

Professional services feeProfessional services fee

Person months of effortPerson months of effort

Gross profitGross profit

Gross marginGross margin

€€30,00030,000

11

€€13,50013,500

45%45%

What’s Being Sold?What’s Being Sold?

Clients want business valueClients want business valueIntegration is a means to this endIntegration is a means to this end

Selling engagements that include Selling engagements that include integration typically means selling solutionsintegration typically means selling solutions

““We talk to our customers about their business We talk to our customers about their business problems first, and we bring candidate technologies to problems first, and we bring candidate technologies to

the table to address those business problems.”the table to address those business problems.”

““Don’t lead with BizTalk. Instead, lead with Don’t lead with BizTalk. Instead, lead with business process knowledge, integration business process knowledge, integration knowledge, and architectural knowledge.”knowledge, and architectural knowledge.”

How Does the Sales Process Look?How Does the Sales Process Look?

CloseClose

$$

SalesSalesPrincipalPrincipal

QualifyQualify

SalesSalesPrincipalPrincipal

??EnvisionEnvision

BizTalkBizTalkArchitect Architect

SalesSalesPrincipalPrincipal

ProofProof

BizTalkBizTalkArchitect Architect

DevelopersDevelopers

““Once you’re past the initial conversation, the Once you’re past the initial conversation, the discussion will invariably turn technical. Nothing discussion will invariably turn technical. Nothing replaces having a BizTalk architect by your side.”replaces having a BizTalk architect by your side.”

How Long is the Sales Process?How Long is the Sales Process?

For customers with no installed integration For customers with no installed integration products:products:

Commonly 6 to 9 monthsCommonly 6 to 9 months

For current BizTalk Server customers:For current BizTalk Server customers:Perhaps 3 monthsPerhaps 3 months

““You need to be able to You need to be able to sustain a long sales process. sustain a long sales process.

There’s no quick money.”There’s no quick money.”

What’s Needed to Get Started?What’s Needed to Get Started?

A solution-oriented mindsetA solution-oriented mindset

Knowledge of both business and Knowledge of both business and technology issuestechnology issues

Perhaps divided among different people on the Perhaps divided among different people on the sales teamsales team

Prospects with integration problemsProspects with integration problemsAllowing you to expand current conversationsAllowing you to expand current conversations

The ability to recognize integration The ability to recognize integration opportunitiesopportunities

2 2 Recognizing Integration Recognizing Integration

OpportunitiesOpportunities

Recognizing When Integration is Required Recognizing When Integration is Required

Words to Listen ForWords to Listen For

““We’re merging We’re merging with . . .”with . . .”

““We’ve just acquired We’ve just acquired another company”another company”

““We need to access We need to access legacy systems”legacy systems”

““We need to We need to connect . . .”connect . . .”

Categorizing Customers Categorizing Customers

IT

…

Business Groups

Business Decision Makers

(BDMs): Want solutions to Want solutions to business problemsbusiness problems

Information Technology

Decision Makers (ITDMs): Want Want solutions to IT problems; involved solutions to IT problems; involved

in solving business problemsin solving business problems

Business Process Automation Business Process Automation

Replacing manual processesReplacing manual processes

Providing real-time information about running business Providing real-time information about running business processesprocesses

Managing sets of business rulesManaging sets of business rules

Tracking business processes for complianceTracking business processes for compliance

Categorizing BizTalk-Based ProjectsCategorizing BizTalk-Based ProjectsTypical Business ProblemsTypical Business Problems

EAIEAIKeeping information in Keeping information in sync across multiple sync across multiple applicationsapplications

Displaying diverse Displaying diverse information from different information from different applicationsapplications

B2BIB2BIConnecting suppliers Connecting suppliers with their customerswith their customers

EAI: Keeping Information in SyncEAI: Keeping Information in Sync An ExampleAn Example

Customer Data

Customer Data

Customer Data

SiebelCRM

.NETApplication

SAPERP

BizTalk BizTalk ServerServer

Business Users

Business Users

EAI: Keeping Information in SyncEAI: Keeping Information in Sync Business GoalsBusiness Goals

Make business processes more effective Make business processes more effective and more consistentand more consistent

By allowing changes to information in one By allowing changes to information in one application to be automatically reflected in application to be automatically reflected in other applicationsother applications

Reduce costsReduce costsSuch as by connecting different parts of a Such as by connecting different parts of a business without requiring manual re-entrybusiness without requiring manual re-entry

EAI: Keeping Information in SyncEAI: Keeping Information in Sync Words to Listen ForWords to Listen For

““I need information in one system I need information in one system that’s kept in another”that’s kept in another”

““Our systems don’t Our systems don’t talk to each other”talk to each other”

““Our users don’t have the Our users don’t have the information they need”information they need”

EAI: Displaying Diverse InformationEAI: Displaying Diverse InformationAn ExampleAn Example

LendingApplication

Retail Banking

Application

MutualFunds

Application

Customer Data

Customer Data

Customer Data

BizTalk BizTalk ServerServer

Employees Customers

User Interface

EAI: Displaying Diverse Information EAI: Displaying Diverse Information Business GoalsBusiness Goals

Increase customer satisfaction Increase customer satisfaction By allowing direct access to current information, By allowing direct access to current information, e.g., shipping status or financial informatione.g., shipping status or financial information

Reduce costsReduce costsSuch as by hiring fewer call center employeesSuch as by hiring fewer call center employees

Increase revenuesIncrease revenuesSuch as by improving cross-selling based on Such as by improving cross-selling based on employee access to current and complete employee access to current and complete customer informationcustomer information

EAI: Displaying Diverse Information EAI: Displaying Diverse Information Words to Listen ForWords to Listen For

““We need a common view ofWe need a common view ofcustomers/patients/…”customers/patients/…”

““Employees have five Employees have five different applications running different applications running

on their desktop”on their desktop”

““People have to go to many People have to go to many different applications to get different applications to get

their work done”their work done”

B2BIB2BIAn ExampleAn Example

EDI JD Edwards

SupplierCustomer

Business Users

BizTalk BizTalk ServerServer

B2BIB2BIBusiness GoalsBusiness Goals

Lower costs and improve quality of Lower costs and improve quality of interaction with suppliersinteraction with suppliers

Comply with customer mandatesComply with customer mandatesBig firms commonly force their suppliers to Big firms commonly force their suppliers to connect electronicallyconnect electronically

Comply with government and industry Comply with government and industry mandatesmandates

For health care, banking, and moreFor health care, banking, and more

B2BIB2BIWords to Listen ForWords to Listen For

““EDI”EDI” ““AS2”AS2” ““EDIFACT”EDIFACT”““X12”X12”

Health Care:Health Care:““HIPAA”, “HL7”HIPAA”, “HL7”

Financial Services:Financial Services:““SWIFT”SWIFT”

High Tech:High Tech:““RosettaNet”RosettaNet”

““Supply chain Supply chain management”management”

Business Process AutomationBusiness Process AutomationBusiness GoalsBusiness Goals

Reduce manual effortReduce manual effortAnd improve cycle timesAnd improve cycle times

Provide real-time process informationProvide real-time process informationVia business activity monitoring (BAM)Via business activity monitoring (BAM)

Manage complex sets of business rulesManage complex sets of business rulesWith a business rules engine (BRE)With a business rules engine (BRE)

Track business processes for compliance Track business processes for compliance And improve visibility into those processesAnd improve visibility into those processes

SiebelCRM

.NETApplication

SAPERP

BizTalk BizTalk ServerServer

Business Process Automation Business Process Automation An ExampleAn Example

BRE

Tracking

Business Users

Business Users

Business Users

BAM

Business Process AutomationBusiness Process Automation Words to Listen ForWords to Listen For

Financial Services:Financial Services:““Basel II”Basel II”

““Sarbanes-Oxley”, Sarbanes-Oxley”, “SOX”, “SarbOx”“SOX”, “SarbOx”

““Compliance”Compliance”““Audit trails”Audit trails”

““Business rules”Business rules”

““Faster time Faster time to market”to market”

““Faster cycle Faster cycle times”times”

““Visibility”Visibility”

Categorizing BizTalk-Based ProjectsCategorizing BizTalk-Based ProjectsTypical IT ProblemsTypical IT Problems

Service-Oriented Architecture (SOA)Service-Oriented Architecture (SOA)Exposing web services from existing applicationsExposing web services from existing applications

Providing an enterprise service bus (ESB)Providing an enterprise service bus (ESB)

SimplicitySimplicityReplacing complex custom integrationReplacing complex custom integration

Replacing integration done with older technologiesReplacing integration done with older technologies

Simplicity Simplicity Improving What’s Already ThereImproving What’s Already There

Organizations often have:Organizations often have:Complex custom integration solutionsComplex custom integration solutions

Or solutions based on older integration productsOr solutions based on older integration products

Mission-critical data in legacy systemsMission-critical data in legacy systems

BizTalk Server-based projects can: BizTalk Server-based projects can: Provide more control Provide more control

Save money Save money

Safely wrap legacy applicationsSafely wrap legacy applicationsWithout changing themWithout changing them

SOA SOA Supporting the Move to ServicesSupporting the Move to Services

SOA can provide a common way to access SOA can provide a common way to access new and existing applicationsnew and existing applications

BizTalk Server-based projects can:BizTalk Server-based projects can:Expose the functions of one or more Expose the functions of one or more applications as web servicesapplications as web services

Provide the services of an ESBProvide the services of an ESBSuch as message-based communication, data Such as message-based communication, data transformation, and moretransformation, and more

““Many companies are starting to Many companies are starting to move to SOA, which is also driving move to SOA, which is also driving the need for BizTalk engagements.”the need for BizTalk engagements.”

IT ProblemsIT Problems Words to Listen ForWords to Listen For

““ESB”ESB” ““SOA”SOA”

““Service-oriented”Service-oriented”

““We’re scared to We’re scared to touch anything”touch anything”

““Complex, fragile Complex, fragile integration”integration”

Microsoft SupportMicrosoft SupportFY07 BizTalk Server CampaignsFY07 BizTalk Server Campaigns

Cross-industry campaigns:Cross-industry campaigns:Business Intelligence: BAM and moreBusiness Intelligence: BAM and more

SOA and Business ProcessSOA and Business Process

Vertical industry campaigns:Vertical industry campaigns:Manufacturing Manufacturing

B2BI: Connecting with trading partnersB2BI: Connecting with trading partners

Supply chain visibilitySupply chain visibility

RetailRetailB2BI: Connecting with trading partners B2BI: Connecting with trading partners

Supply chain visibility Supply chain visibility

RFIDRFID

““Connect”Connect”

Microsoft SupportMicrosoft SupportInfrastructure Optimization (IO) ModelsInfrastructure Optimization (IO) Models

IO models categorize an organization into IO models categorize an organization into one of four levels:one of four levels:

Basic, Standardized, Advanced, DynamicBasic, Standardized, Advanced, Dynamic

The Application Platform IO Model (APIOM) The Application Platform IO Model (APIOM) includes includes SOA and Business ProcessSOA and Business Process

The process of categorizing a customer The process of categorizing a customer can help discover opportunitiescan help discover opportunities

For more information, seeFor more information, see http://www.microsoftio.com

3 3 Complements, Alternatives, Complements, Alternatives, and Competitors to BizTalk and Competitors to BizTalk

ServerServer

Summarizing the LandscapeSummarizing the Landscape

ComplementsComplementsHost Integration ServerHost Integration Server

Microsoft Operations ManagerMicrosoft Operations Manager

BizTalk ISV PartnersBizTalk ISV Partners

AlternativesAlternativesWindows SharePoint ServicesWindows SharePoint Services

SQL Server Integration SQL Server Integration ServicesServices

Windows Workflow Windows Workflow FoundationFoundation

CompetitorsCompetitorsDoing nothingDoing nothing

Custom codeCustom code

Other vendorsOther vendorsIBM IBM

SAPSAP

OracleOracle

BEABEA

TibcoTibco

WebMethodsWebMethods

Sun’s SeeBeyondSun’s SeeBeyond

ComplementsComplements

Host Integration Server (HIS)Host Integration Server (HIS)Connects to IBM systemsConnects to IBM systems

Microsoft Operations Manager (MOM)Microsoft Operations Manager (MOM)Supports a management pack for BizTalk ServerSupports a management pack for BizTalk Server

BizTalk ISV partnersBizTalk ISV partnersHuman workflow:Human workflow:

SourceCode’s K2.net SourceCode’s K2.net

CaptarisCaptaris

BPM:BPM:http://www.microsoft.com/biztalk/solutions/bpm/partners.mspx

AlternativesAlternatives

SQL Server Integration Services (SSIS)SQL Server Integration Services (SSIS)SSIS focuses on Extract, Transform, and Load SSIS focuses on Extract, Transform, and Load (ETL) of data(ETL) of data

Windows SharePoint Services (WSS) 3.0Windows SharePoint Services (WSS) 3.0Supports human workflowsSupports human workflows

Can be connected to BizTalk ServerCan be connected to BizTalk Server

Windows Workflow Foundation (WF)Windows Workflow Foundation (WF)Allows creating workflow-driven applicationsAllows creating workflow-driven applications

BizTalk Server provides many more services, BizTalk Server provides many more services, howeverhowever

CompetitorsCompetitorsDoing NothingDoing Nothing

Is spending money on integration Is spending money on integration worthwhile for this prospect?worthwhile for this prospect?

It might not beIt might not be

Beating this competitor requires building a Beating this competitor requires building a convincing business case for your solutionconvincing business case for your solution

CompetitorsCompetitorsCustom Development (1)Custom Development (1)

Writing all of the integration code yourself Writing all of the integration code yourself can be the right solutioncan be the right solution

Such as for simple point-to-point problemsSuch as for simple point-to-point problems

For more complex scenarios, an integration For more complex scenarios, an integration product is betterproduct is better

““If customers won’t invest in BizTalk when it’s If customers won’t invest in BizTalk when it’s warranted, the end result takes longer to build, is warranted, the end result takes longer to build, is

harder to scale and extend, and more expensive to harder to scale and extend, and more expensive to maintain. It’s better for the overall solution, and thus maintain. It’s better for the overall solution, and thus better for the partner, to sell the right technology.”better for the partner, to sell the right technology.”

CompetitorsCompetitorsCustom Development (2)Custom Development (2)

BizTalk Server provides:BizTalk Server provides:Adapters and acceleratorsAdapters and accelerators

Data mappingData mapping

Graphical tools Graphical tools

SecuritySecurity

PersistencePersistence

Reliability/failoverReliability/failover

ScalabilityScalability

Management toolsManagement tools

““Whatever solution you Whatever solution you build, you want to do the build, you want to do the

best thing for the customer.”best thing for the customer.”

CompetitorsCompetitorsThe Vendor LandscapeThe Vendor Landscape

CompetitorsCompetitorsGeneral TruthsGeneral Truths

All built their integration product suites at All built their integration product suites at least partially by acquisitionleast partially by acquisition

So they’re typically more complex to use and So they’re typically more complex to use and less mature than BizTalk Serverless mature than BizTalk Server

All charge extra for individual features, All charge extra for individual features, such as BAM and a BREsuch as BAM and a BRE

BizTalk Server includes all of these thingsBizTalk Server includes all of these things

So BizTalk Server is typically less expensiveSo BizTalk Server is typically less expensive

None work as well with other Microsoft None work as well with other Microsoft software as BizTalk Serversoftware as BizTalk Server

CompetitorsCompetitorsThe Importance of ProofThe Importance of Proof

If a competitive proof of concept (POC) is If a competitive proof of concept (POC) is done, BizTalk wins well over half of the done, BizTalk wins well over half of the timetime

Primarily because of its ease of usePrimarily because of its ease of use

But POCs aren’t just about technologyBut POCs aren’t just about technologyWhat’s being proven is that your firm (and What’s being proven is that your firm (and Microsoft) are good partners for this projectMicrosoft) are good partners for this project

Use the right people for the POCUse the right people for the POCDomain expertise in whatever is being Domain expertise in whatever is being integrated, e.g., SAP, is commonly requiredintegrated, e.g., SAP, is commonly required

CompetitorsCompetitorsImportant Factors in a Competitive SituationImportant Factors in a Competitive Situation

Hurt the SaleHurt the SaleHelp the SaleHelp the Sale

A POC demonstrates high A POC demonstrates high productivity using BizTalk productivity using BizTalk ServerServer

The partner:The partner: Can demonstrate rapid ROICan demonstrate rapid ROI Has strong knowledge in this Has strong knowledge in this

vertical market vertical market

The POC or the entire decision is The POC or the entire decision is driven by a non-Microsoft-friendly driven by a non-Microsoft-friendly personperson

The partner:The partner: Can’t demonstrate rapid ROICan’t demonstrate rapid ROI Lacks strong knowledge in this Lacks strong knowledge in this

vertical market vertical market

.NET isn’t a large part of the .NET isn’t a large part of the development environmentdevelopment environment

.NET is a large part of the .NET is a large part of the development environmentdevelopment environment

A competing product is already A competing product is already entrenchedentrenched

The customer is already using The customer is already using BizTalk ServerBizTalk Server

ConclusionConclusionWhat to Do NextWhat to Do Next

Understand the problems your customers Understand the problems your customers faceface

Recognize when integration should be part Recognize when integration should be part of the solutionof the solution

Help the customer recognize this, tooHelp the customer recognize this, too

Close the dealClose the deal

Appendix:Appendix:

BizTalk Server BasicsBizTalk Server Basics

The History of BizTalk ServerThe History of BizTalk Server

2000

BizTalk Server BizTalk Server 20002000

2002

BizTalk Server BizTalk Server 20022002

2004

BizTalk Server BizTalk Server 2004 2004

2006

BizTalk Server BizTalk Server 20062006

2007

BizTalk Server BizTalk Server 2006, R22006, R2

.NET-based rewrite.NET-based rewrite

Illustrating BizTalk Server 2006Illustrating BizTalk Server 2006

Orchestration

Business Rules Engine (BRE)

Business Activity Monitoring (BAM)

Health and Activity Tracking (HAT)

Visual Studio 2005

Orchestration Designer

AcceleratorsHL7 SWIFT Other

s...

Web Services OthersWebSphere MQ SAPFile ...

Adapters

Data Mapping SAP

JavaApplications

IBMMainframes

Other

Message BoxTracking

BizTalk Server 2006 BizTalk Server 2006 Standard EditionStandard Edition

SQL Server

BizTalk Server

Limited to two CPUs on one serverLimited to two CPUs on one serverAllows a maximum of five applicationsAllows a maximum of five applications

SQL Server

BizTalk Server

oror

BizTalk Server

BizTalk Server 2006 BizTalk Server 2006 Enterprise EditionEnterprise Edition

SQL ServerSQL Server …

…

BizTalk Server

Allows multiple servers for reliability and scalabilityAllows multiple servers for reliability and scalabilityAllows an unlimited number of applicationsAllows an unlimited number of applications

AdaptersAdaptersMaking ConnectionsMaking Connections

Included with BizTalk Server:Included with BizTalk Server:SAP, PeopleSoft, Siebel, JD Edwards, SAP, PeopleSoft, Siebel, JD Edwards, WebSphere MQ, many moreWebSphere MQ, many more

Complete list: Complete list: http://www.microsoft.com/biztalk/evaluation/ adapter/default.mspx

Available from partners:Available from partners:http://www.microsoft.com/biztalk/evaluation/ adapter/partner/2004.mspx

Selling BizTalk LicensesSelling BizTalk Licenses

Selling a solution that includes BizTalk Selling a solution that includes BizTalk Server requires convincing customers that Server requires convincing customers that the license fee will ultimately save them the license fee will ultimately save them money money

This is easier with customers who understand This is easier with customers who understand the business value of integrationthe business value of integration

““We sell ROI, making the BizTalk license We sell ROI, making the BizTalk license just a line item to get this return.”just a line item to get this return.”

BizTalk Server 2006 PricingBizTalk Server 2006 Pricing

Developer Edition: $499/userDeveloper Edition: $499/userLimited to developing and testing solutionsLimited to developing and testing solutions

Standard Edition: $8,499/CPUStandard Edition: $8,499/CPU

Enterprise Edition: $29,999/CPUEnterprise Edition: $29,999/CPU

SQL Server is also required:SQL Server is also required:Standard Edition: $5,999/CPUStandard Edition: $5,999/CPU

Enterprise Edition: $24,999/CPUEnterprise Edition: $24,999/CPU

BizTalk Server 2006 Pricing BizTalk Server 2006 Pricing Example ConfigurationsExample Configurations

BizTalk Server Enterprise Edition: 8 CPUsSQL Server Enterprise Edition: 4 CPUs

BizTalk Server Enterprise Edition: 4 CPUsSQL Server Standard Edition: 2 CPUs

BizTalk Server Standard Edition: 2 CPUsSQL Server Standard Edition: 2 CPUs

Required Licenses

$339,988$99,996$239,992

Total License Cost

SQL ServerLicenses

BizTalk ServerLicensesConfiguration

Basic: One instance of BizTalk Server with one message box on a single 2-CPU server

$131,994$11,998$119,996

$28,996$11,998$16,998

Redundant: Two instances of BizTalk Server, each running on its own 2-CPU server, with one clustered message box, each running on its own 2-CPU server

High-throughput: Four instances of BizTalk Server, each running on its own 2-CPU server, with one clustered message box and one clustered tracking database, each running on its own 2-CPU server

““You have to be up You have to be up front about what it’s front about what it’s

going to cost.” going to cost.”

Competitor PricingCompetitor PricingA Reality CheckA Reality Check

According to Gartner, the average sale According to Gartner, the average sale price for a major vendor’s integration suite price for a major vendor’s integration suite in 2005 was $700,000in 2005 was $700,000

BizTalk Server’s lower price leaves more BizTalk Server’s lower price leaves more money for services in the customer’s money for services in the customer’s budgetbudget

““If the customer is only willing to spend $100,000-If the customer is only willing to spend $100,000-200,000 on an integration product, you can’t even 200,000 on an integration product, you can’t even really get started with anything except BizTalk .”really get started with anything except BizTalk .”

For More InformationFor More Information

BizTalk Server Home PageBizTalk Server Home Pagehttp://www.microsoft.com/biztalk/default.mspx

Microsoft Case Studies for BizTalk Server Microsoft Case Studies for BizTalk Server 20062006

http://www.microsoft.com/biztalk/evaluation/ casestudies/2006.aspx?ddiDirectoryID=478

Partner Sales and Marketing SupportPartner Sales and Marketing Support

https://partner.microsoft.com/global/salesmarketing/createdemand/40028350

About the SpeakerAbout the Speaker

David Chappell is Principal of Chappell & Associates David Chappell is Principal of Chappell & Associates (www.davidchappell.com) in San Francisco, California. Through (www.davidchappell.com) in San Francisco, California. Through his speaking, writing, and consulting, he helps information his speaking, writing, and consulting, he helps information technology professionals understand, use, and make better technology professionals understand, use, and make better decisions about enterprise software. decisions about enterprise software.

David has been the keynote speaker for many events and David has been the keynote speaker for many events and conferences in the U.S., Europe, Asia, and Latin America, and his conferences in the U.S., Europe, Asia, and Latin America, and his seminars have been attended by tens of thousands of developers, seminars have been attended by tens of thousands of developers, architects, and decision makers in forty countries. David’s books architects, and decision makers in forty countries. David’s books on enterprise software have been published in ten languages and on enterprise software have been published in ten languages and used in courses at MIT, ETH Zurich, and dozens of other used in courses at MIT, ETH Zurich, and dozens of other universities. In his consulting practice, he has helped clients such universities. In his consulting practice, he has helped clients such as Hewlett-Packard, IBM, Microsoft, Stanford University, and as Hewlett-Packard, IBM, Microsoft, Stanford University, and Target Corporation adopt new technologies, market new Target Corporation adopt new technologies, market new products, train their sales staffs, and create business plans. products, train their sales staffs, and create business plans.

David’s comments have appeared in the New York Times, David’s comments have appeared in the New York Times, CNN.com, and many other publications. Earlier in his career, CNN.com, and many other publications. Earlier in his career, David wrote software for supercomputers, chaired a U.S. national David wrote software for supercomputers, chaired a U.S. national standards working group, and played keyboards with the standards working group, and played keyboards with the Peabody-award-winning Children’s Radio Theater. He holds a B.S. Peabody-award-winning Children’s Radio Theater. He holds a B.S. in Economics and an M.S. in Computer Science, both from the in Economics and an M.S. in Computer Science, both from the University of Wisconsin-Madison.University of Wisconsin-Madison.