Art of the Possible is an analytic methodology for unleashing technology's strategic potential. Developed by New Madison Ave, it is a proven approach that helps senior management align technology with business strategy.

1. Art of the Possible
Technology Enabled Business
Strategy
November 28, 2011
PROPRIETARY | New Madison Ave

2. Art of the Possible
“Where the puck is going to be”
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3. Why?
Most biz people know where they want to
take their business, but they don’t know
what tools on the technology horizon
they can use to meet those goals.
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4. Shifting Landscape
Enormous change in today’s digital marketplace
has created chaos, complexity and opportunity
In 2010, 36% of media consumption time
was spent on the internet, verses 19% in 2005
Mobile Internet will surpass all prior
computer/internet-based evolutions
Spending on social network advertising is expected
to reach nearly $3billion in 2011, or 24% of display
and 10% of total online ad spend
Smartphone shipments surpassed PC
shipments for the first time in Q4-2010
In 2011, Internet video advertising will surpass $2 billion
and is the fastest growing online advertising category
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5. Imagine
The Possible
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6. The Art of the Possible
A proven approach that helps senior
management align technology with business
strategy.
• An interactive exercise with key stakeholders
to imagine what truly is possible.
– Not limited to what you CAN do
– Focus on what you SHOULD do based on market
trends, consumer trends and competitive threats
PROPRIETARY | New Madison Ave 6

7. Our Approach
Proprietary analytic methodology
for unleashing technology's strategic potential
Explore the relationships
Apply deep insight to
between business vision,
technology enabled business
business process and the IT
models and online services
services that support them.
Business Vision Tech POV
Goals Multi-Stage Infrastructure
Strategy Technology Applications
Process Services
Constraints Roadmap Standards
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8. Process Technology
Roadmap
Portfolio • Drive Alignment
Analysis
• Identify Gaps
Ideation &
Opportunities
• Imagine Future
State
Level set
• Document Current
State
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9. Level Set
• Document Current State
Stakeholders Industry Analysts Customers
• Business goals and • Market trends • Trends
objectives • SWOT • Satisfaction
• Planned product • Competitive • Marketing
launches or Landscape performance
products • Revenue • Problems
discontinued Opportunities • Opportunities
• Channels of • Forecasts
distribution
• Partnerships
• Marketing channels
and budget
• Supporting
technology
PROPRIETARY | New Madison Ave 9

10. Ideation
• Imagine Future State
• Interactive sessions with stakeholders
Technology Exploration Business Needs
• Technology being Identification
leveraged today. • Strategic frameworks,
• Product development, Market needs and wants with
research, Marketing, Sales,
Customer service, Inventory
relative priority
management. • market trends
• Technology enablers • consumer trends
• competitive threats
• Big data, Augmented reality,
Internet TV, Mobile, Cashless • Technology examples
society, Social, ubiquitous • Management’s personal
sensors, Surveillance experience
• Strategic, tactical or
operational.
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11. Portfolio Analysis
Evaluate and prioritize the ideas, approaches and solutions
generated in the ideation:
Decision Frameworks
• Business Goals, Strategies, Process, Constraints
• IT Infrastructure, Applications, Services,
Standards
Gaps in the Current State Opportunity in desired future state
• Prioritized by degree of difficulty to close the • Prioritized by alignment with strategic
gap, potential revenue impact, etc. framework, investment and resource
requirements, and greatest impact on goals
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12. Technology Roadmap
• The final step is to develop a multi-stage
technology roadmap and funding strategy.
– Our collaborative approach drives alignment across all key
stakeholders, making execution of action plan simpler and more
adaptive to change.
High Level Configuration Investment
Systems Management and Funding
Architecture Plan Strategy
• Resource • Operations and system • Make the overall
requirements; development costs technology strategy
hardware, software, • Timeline self-funding.
support • Expected ROI
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13. This is the
Art of the Possible
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14. The Art of the Possible
We have successfully used The Art of the Possible
approach to develop marketing technology
strategies for companies such as MTV, Sony,
Paramount Pictures and ad agencies like
Grey Worldwide and Mediacom.
PROPRIETARY | New Madison Ave 14

15. Let’s Talk
Ed Cannon:
203-536-0604
edcannon@newmadisonave.com
Rob Kingston:
914-406-0604
rkingston@newmadisonave.com
New Madison Ave:
www.newmadisonave.com

16. Thank You
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