selling biztalk-based engagements david chappell chappell & associates
TRANSCRIPT
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.”
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
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.”
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
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.