This document provides information about the ProcessDays 2011 conference to be held in Sydney, Australia from July 18-21, 2011. It will focus on Business Process Management and feature world-class speakers such as Roger Burlton, Ronald Ross, Alec Sharp, and Michael Rosemann. Attendees can learn about BPM, process modeling, business rules, and more. The conference includes keynote speeches, breakout sessions, and networking opportunities. Master classes will also be offered on topics like business rules, process-centric enterprise architecture, and integrating business process redesign with IT requirements.

1. 2011
ProcessDays 2011
SMC Conference Centre, Sydney
18-21 July 2011
Leonardo ProcessDays is the most credible
and well established Business Process
Management event in Australasia. In its 9th
year of outstanding success, it is the key
milestone in the BPM calendar.
Register online at: www.leonardo.com.au
more than just a conference

2. Conferences, like ProcessDays 2011, are great for the large
audiences and world class speakers. What if you had a specific
inquiry or problem? Perhaps a one-to-one session is more
suitable?
You can sit and talk with ‘a genius’ - at anytime during the
conference. We provide the booking system for all delegates,
match their problem/discussion point to an area of expertise
and schedule a meeting with one of the genius’ at the Process
Genius Café.
And yes, we provide the coffee!
“Another first class event: Some prescription, lots of
engagement, interaction of all levels of experience,
knowledge and cultures of BPM. Great networking
opportunities sustaining the BPM journey.”
“Excellent BPM event. Interesting, factual, consolidated
and rounded my thoughts and strategic approach on
where and how to move forward.”
Attend ProcessDays to:
• understand process-based management
• learn from more gurus than any other conference
• network with your BPM peers
• gain cross-industry insights
• discover how to tell the process story
• know how to deliver measurable improvements
• survive the people challenges
• sell the BPM business case
• communicate BPM possibilities
• align BPM concepts to strategic planning
• appreciate the critical role of enabling technology
• save money
• share your own BPM experiences.

3. Meet the Keynotes
Roger T. Burlton
Founder and Chief Consultant, BPTrends Associates
Roger Burlton is a global BPM thought leader and consultant
recognised for his innovative methods for process change
and pioneering contributions in Strategic Alignment, Stakeholder
Analysis, Knowledge Management, Prototyping and Rapid
Systems Development, people-based Project Management
Methodologies and Business Process Management.
Hedevelopedandchairedmanyhighprofileglobalconferences
on advanced business and information management in the
90s and since 2003 has chaired the leading BPM Conferences
inbothEuropeandtheUS.HispragmaticBPMseminarseriesis
thelongestrunningBPMseminarprogramintheworldandhe
has conducted over 300 training and consulting engagements
with clients around the globe. Roger is the Founder of the
ProcessRenewalGroup,ChairmanofAdaptive,Inc.,amember
of the Board of Advisors and frequent contributor for
BPTrends (www.bptrends.com) and the author of the best
selling book, Business Process Management: Profiting from
Process.
Ronald G. Ross
Co-Founder and Principal, Business Rule Solutions,
LLC Executive Editor, Business Rules Journal,
www.BRCommunity.com
At his company Business Rule Solutions, LLC, Ron Ross engages
in presentations, consulting services, publications, the Proteus®
methodology, and RuleSpeak® (www.RuleSpeak.com). He gives
popular public seminars through www.AttainingEdge.com and
www.IRMUK.co.uk.
Ron Ross is recognised as the “father of business rules.” He
serves as Executive Editor of www.BRCommunity.com and its
flagship publication, Business Rules Journal, and as Chair of the
Business Rules Forum Conference. He is the author of eight
professional books, including the handbook Business Rule
Concepts (2009, 1998) and Principles of the Business Rule
Approach, Addison-Wesley (2003).
Alec Sharp
Senior Consultant & Founder, Clariteq Systems Consulting Ltd
With 30 years of experience, and more than 25 years as a
consultant, Alec has deep expertise in a rare combination of
fields:
• businessprocessidentification,modeling,analysis,andredesign
• application requirements specification
• data modeling and information management
Supporting these is his ability to help organizations clarify
their strategy, goals, and objectives.
A top-rated conference speaker, Alec mixes practical content
and insight with irreverence and humour. His classes are
practical, energetic, and fun, with the most common
participant comments being “best course (or best instructor)
I’ve ever had” and “I loved the real-life examples.”
Prof. Michael Rosemann
Queensland University of Technology,
DrMichaelRosemannisaProfessorandHeadoftheInformation
Systems Discipline at Queensland University of Technology,
Brisbane, Australia. The IS Discipline comprises approximately
70 PhD students and includes one of the largest BPM
Groups in the world. Michael is the Chief Investigator of a
number of applied research projects
funded by the Australian Research Council (ARC) and various
industry partners (e.g. SAP). He is Head of the Business
Service Management project as part of the Collaborative
Research Centre Smart Services.
Michael is the author/editor of seven books, more than 150
refereed papers and Editorial Board member of ten
international journals. His book ‘Process Management’
has been translated into German, Russian and Mandarin.
Michael has conducted invited presentations in more than
25 countries and has intensive consulting experiences.

4. Master Classes
Monday 18 July
9:00-5:00
Master Class 1: Business Rules from A to Z
WHAT BUSINESS RULES ARE, WHY THEY MATTER AND WHAT TO DO
ABOUT IT
Ronald G. Ross, Co-Founder and Principal, Business Rule Solutions,
LLC Executive Editor, Business Rules Journal, www.BRCommunity.com
This Master Class explains business rules, decision analysis and related
techniques giving clear, authoritative insight into essential concepts on
a point-by-point basis, amplified by far-ranging professional experience.
Critical areas of practical importance are explained, including where
and how business rules fit with BPM. The class also explores how business
rules relate to requirements, business analysis, semantics, decision tables,
rule management, enterprise architecture, legacy modernization, and
more. If you are looking for innovative approaches and proven ways to
build better business solutions, this Master Class is for you.
Master Class 2:
Process-Centric Enterprise Architecture
MAKING PROCESS CENTRAL TO ENTERPRISE ARCHITECTURE
Anders Østergaard Jensen-Waud, Consultant, Leonardo Consulting
Mervin Chiang, Manager Product and Services Development,
Leonardo Consulting
Current enterprise architecture practice lacks a process-centric view
of the enterprise. While existing, industry-standard EA frameworks are
robust and valuable for defining, understanding and governing technology
and infrastructure, they fail to describe how and why an enterprise
produces value for its clients. Many existing approaches relegate the
process view to a subordinate issue. In this Master Class the case is
made to make process the dominant central view. The EA landscape
and its history will be surveyed. Analysis of the role of business process
in contemporary EA frameworks will lead to the description of a new
process-centric EA approach, the Leonardo Framework.
5:00-7:00 DRINKS & DISCOVERY:
Join your fellow attendees to compare notes and exchange ideas
over a quiet drink at the end of an exciting day.

5. Master Classes
Tuesday 19 July
9:00-5:00
Master Class 3: Business Processes
-The Foundation For Managing An Organisation
USING FUNCTIONAL MANAGEMENT TO OPTIMISE CROSS-FUNCTIONAL WORK
IS DELUSIONAL
Roger Burlton, Chief Consultant, BPTrends Associates
Traditional management systems do not deliver the responsiveness we crave.
This Master Class presents a methodical and common sense way to rethink
organisational management practices. After creating a truly stakeholder-driven
business process value map, the session will look at what to measure and
how to do so. Alternative approaches for governance of process assets will be
shown. An enterprise-wide transformation method based on strategic intent
and performance leads to integrated transformational change. The role of a
single or federated Centre of Expertise will also be discussed. Mini workshops
will allow participants to further explore the subject.
Master Class 4: Integrating Business Process
Redesign and IT Requirements
CROSSING THE CHASM BETWEEN DESIGN AND REQUIREMENTS
Alec Sharp, Senior Consultant & Founder, Clariteq Systems Consulting Ltd
A key lesson from recent years is that major information system implementations
done without regard for business processes often fail, sometimes spectacularly.
Unfortunately, a thoughtful and widely supported business process design
doesn’t guarantee success either. This Master Class presents the missing link -
a practical, proven, and integrated set of techniques that flow seamlessly from
process design through to actionable requirements. Key elements include
business service specifications (essential in a SOA environment,) a unique
form of use cases, and business-oriented data models. Special attention is
paid to the problematic “great leap downward” from architecture and design
to specification-level requirements.
5:00-7:00 DRINKS & DISCOVERY:
Join your fellow attendees to compare notes and exchange ideas
over a quiet drink at the end of an exciting day.

6. Conference Day 1
Wednesday 20 July
7:00-8:00 REGISTRATION (and light breakfast)
8:00-8:15 WELCOME
Chris Nagel, Managing Director, Leonardo Consulting
Prof Michael Roseman and Roger Tregear, ProcessDays Co-Chairs
8:15-9:15 KEYNOTE PRESENTATION
THE BUSINESS PROCESS MANIFESTO:
A NECESSARY FOUNDATION FOR ALL THINGS PROCESS
Roger Burlton, Chief Consultant, BPTrends Associates
Surveying contemporary BPM thinking and practice reveals a massive
inconsistency in how process related activities are understood and communicated.
This dissonance is leading to widespread miscommunication and misunderstanding,
putting the maturity of process management itself at risk. This presentation will report on Roger’s
quest to bring sanity and elegance to the process profession based on the Business Process Manifesto.
9:15-10:00 WHAT DOES PROCESS OWNERSHIP REALLY MEAN ?
EXPLORING THE PURPOSE AND LIMITS OF PROCESS OWNERSHIP MODELS
Greg Taylor, Head of Business Integration, Shared Services, UGL Limited
Matthew Winchur, Commercial Projects Manager, Corporate Service, UGL Limited
Melissa Doherty, Enterprise Business Architect, Brisbane City Council
Ian Niven, Chief HR Officer and HR and Payroll Process Owner, Brisbane City Council
There’s a lot of talk about Process Owners, but have you ever actually met one?! Perhaps you are
one? Does it feel like you are being asked to be responsible for things over which you have no control?
A practitioner panel will explore what it means to be a Process Owner - what works, what doesn’t,
what is expected of people in the role?
10:00-10:30 DEALING WITH CULTURE IN BPM PROJECTS
REMOVING ROADBLOCKS CAUSED BY CULTURAL DISCONNECTIONS
Sebastian Reiter, BPM Research Group, QUT
Becoming process-centric requires a cultural change; it requires the ability to deal effectively with a
wide range of cultural issues. Organisations have a complex cultural ecosystems shaped by their
history, location, industry, marketplace and people. Understanding the construct and role of culture
is therefore critical in managing cultural diversity and hence project success.
10:30-11:00 BREAK
11:00-12:30 AN OPINION OF GURUS
BURLTON, ROSEMANN, ROSS & SHARP RIFFING AND RESPONDING
This has never happened before. Drawing on decades of practical case study experiences, the
BPM Dream Team will be together as a panel to debate what really matters about life through the
process lens. 4 gurus – 100 opinions. We’ll welcome questions, comments and challenges from
delegates. Riffing and responding. An idea of gurus. A conference of experience.
12:30-2:00 LUNCH

7. 2:00-3:00 BUSINESS PROCESS IDOL
CONVINCING EXCO TO TAKE A PROCESS-CENTRIC APPROACH
A competition for teams or individuals to present the compelling case for
process-centric management to the Executive Committee. Presentations
limited to 10 minutes. Judging by audience response.
Anyone can enter. Participation guidelines at
www.leonardo.com.au/ProcessIdol.html
3:00-3:30 BREAK
3:30-4:30 REAL LIFE ROUNDTRIP
EXPLORING THE HYPE AND REALITY OF PROCESS-TO-EXECUTION CAPABILITIES
Mervin Chiang, Consulting Principal, Leonardo Consulting
John Deeb, Director, Rubicon Red
Matt Wright, Director, Rubicon Red
Using actual customer cases and personal experiences, John, Matt and
Mervin will take you through a BPMS deployment journey where business
processes were given a breath of life through process orchestration
systems. Experience the highlights, successes, pitfalls and issues they face
as they collaborate and enable organisations.
4:30-5:30 KEYNOTE PRESENTATION: THE PROCESS FOR BUSINESS RULES
Ronald G. Ross, Co-Founder & Principal, Business Rule Solutions, LLC
Executive Editor, Business Rules Journal, www.BRCommunity.com
We are often confused, not knowing why we work so hard with little to
show for it. Why do things that logically seem so simple, cost far more
than expected and take so long? The process for business rules is a path
way from gridlock to agility, offering proven order-of-magnitude improvements
in business capabilities. Ultimately, the process for business rules
involves nothing less than the nuts-and-bolts governance process of the
organisation.
5:30-6:30 RELAX & REVIEW: Partner Showcase and Networking
6:30-10:00 PROCESS PARTY

8. Conference Day 2
Thursday 21 July
7:00-8:00 NETWORKING (and light breakfast)
8:00-8:15 Welcome Roger Tregear & Michael Roseman
8:15-9:15 Keynote Presentation
Human and Organisational Issues in Business Process Change
Alec Sharp, Senior Consultant & Founder, Clariteq Systems Consulting
Organisation transformation programs fail more often than they succeed.
Process change initiatives often fail due to an overly techcratic or “hard” approach,
paying little attention to “soft” topics such as organisational and cultural factors.
A balanced approach is needed but “soft” topics seem to defy rigorous analysis.
Therearesolidtechniquesfordealingwiththemysteriesofcultureandhumanbehaviour,
but we have to step out of our self-imposed BPM silos and borrow from other
disciplines.
9:15-10:30 BoF Sessions
“I will tell you, Socrates, he said, what my own feeling is. Men People
of my age interest flock together; we are birds of a feather, as the old
proverb says” With apologies to Plato (The Republic, 360 BC)
BoF session – “an informal meet-up at conferences, where the
attendees group together based on a shared interest and carry out
discussions without any pre-planned agenda”. (Wikipedia)
Join a group talking about your key topic. Or create your own group.
Details of current groups and instructions for creating your own group
at www.leonardo.com.au/EDU-ProcessDays-BOFsessions.html
10:30-11:00 Break
11:00-12:30 Critical Issues in Process Modelling
getting to the key issues in creating and maintaining
process models
11:00-11:15 Case Study Discussion: Managing Modelling – Where’s the ROI?
Introduce and read the case study
11:15-12:00 Short presentations from four very different commentators
presenting their views on the key management of modelling issues.
12:00-12:30 Panel & Delegate Discussion
12:30-2:00 Lunch

9. 2:00-3:00 The CXO View
exploring executive buy-in from the other side of the desk
This panel of C level executives will discuss BPM from the perspective of
targets of the fabled “executive buy-in”. Becoming process-centric ultimately
requires whole-of-enterprise culture change. This needs executives to be
passionately involved, not just acquiescent. The compelling case for such
fundamental change has proven to be illusive for many organisations. What
advice does our panel of CXOs have for practitioners seeking to promote the
process view?
Dan Beecham, Chief Information Officer, Woolworths Limited
Peter Effeney, Chief Executive Officer, SPARQ Solutions
3:00-3:30 The Process Knowledge Initiative
UPDATING PROGRESS AND DISCUSSING THE PROCESS KNOWLEDGE
BOK (PKBOK)
A panel session to review and discuss the Process Knowledge Initiative. What
is the initiative? What problem are we trying to solve? What has happened so
far? Why should we care? The panel will include two thought leaders who are
directly involved in the Process Knowledge Initiative:
Dr. Wasana Bandara, Queensland University of Technology: Methodology
Advisory Board Member and Technical Integration Team Member
Roger Burlton, Founder, BPTrends Associates: Technical Advisory Board Member
3:30-4:00 Break
4:00-5:00 Keynote Presentation - Future Process
Professor Michael Rosemann, Professor and Head of the Information Systems
Discipline at Queensland University of Technology. Associate, Leonardo Consulting
Michael will explore the future of BPM from his position as one of the world’s
leading BPM researchers. His research, writing and teaching activities bring
him into daily contact with the leading edge of process thinking and development.
Indeed much of his work defines that edge. This presentation will continue
the tradition of concluding ProcessDays with Michael inspiring us all with his
perspective across the broad canvas of BPM futures.
5:00-5:30 ProcessDays 2011 Wrap
Michael Rosemann and Roger Tregear lead speakers and delegates in a
discussion about the highlights and important ideas of ProcessDays 2011.
Video clips. Action replays. Best presentation award. Candid camera. Prize
draws. Feedback. Final questions. Farewell!
5:30-7:00 RELAX & REVIEW: Partner Showcase and Networking

10. Registration Fees:
Master Classes:
$650 +GST per day
Conference: *includes attendance at both conference days
• Earlybird rate (before 7 June) $1950+GST
• Standard rate (after 7 June) $2050+GST
Register online at: www.leonardo.com.au
Contact us:
02 921 111 719 or
processdays@leonardo.com.au
EARLYBIRD SAVINGS
Earlybird price
$1950+GST
(offer ends 7 June)
MASTER CLASS TEAM PACKAGE 1
- Register 4 people for one Master Class
day and receive the 5th and 6th person
for FREE
MASTER CLASS TEAM PACKAGE 2
- Register 3 people for one Master Class
day and receive the 4th person for
FREE
CONFERENCE TEAM PACKAGE 2
- Register 3 people for the Conference
days and receive the 4th person for
FREE
CONFERENCE TEAM PACKAGE 1
- Register 4 people for the Conference
days and receive the 5th and 6th
person for FREE
To register a team please e-mail h.hall@leonardo.com.au or call 02 9211 1719.
Please note that teams must be registered at the same time using your unique team
discount code.
TEAM PACKAGE Register more than three people at one time to receive
discounted registration fees!