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• The clock hands of the buffer cache

  - by Tony Davis

  Over a leisurely beer at our local pub, the Waggon and Horses, Phil Factor was holding forth on the esoteric, but strangely poetic, language of SQL Server internals, riddled as it is with 'sleeping threads', 'stolen pages', and 'memory sweeps'. Generally, I remain immune to any twinge of interest in the bowels of SQL Server, reasoning that there are certain things that I don't and shouldn't need to know about SQL Server in order to use it successfully. Suddenly, however, my attention was grabbed by his mention of the 'clock hands of the buffer cache'. Back at the office, I succumbed to a moment of weakness and opened up Google. He wasn't lying. SQL Server maintains various memory buffers, or caches. For example, the plan cache stores recently-used execution plans. The data cache in the buffer pool stores frequently-used pages, ensuring that they may be read from memory rather than via expensive physical disk reads. These memory stores are classic LRU (Least Recently Updated) buffers, meaning that, for example, the least frequently used pages in the data cache become candidates for eviction (after first writing the page to disk if it has changed since being read into the cache). SQL Server clearly needs some mechanism to track which pages are candidates for being cleared out of a given cache, when it is getting too large, and it is this mechanism that is somewhat more labyrinthine than I previously imagined. Each page that is loaded into the cache has a counter, a miniature "wristwatch", which records how recently it was last used. This wristwatch gets reset to "present time", each time a page gets updated and then as the page 'ages' it clicks down towards zero, at which point the page can be removed from the cache. But what is SQL Server is suffering memory pressure and urgently needs to free up more space than is represented by zero-counter pages (or plans etc.)? This is where our 'clock hands' come in. Each cache has associated with it a "memory clock". Like most conventional clocks, it has two hands; one "external" clock hand, and one "internal". Slava Oks is very particular in stressing that these names have "nothing to do with the equivalent types of memory pressure". He's right, but the names do, in that peculiar Microsoft tradition, seem designed to confuse. The hands do relate to memory pressure; the cache "eviction policy" is determined by both global and local memory pressures on SQL Server. The "external" clock hand responds to global memory pressure, in other words pressure on SQL Server to reduce the size of its memory caches as a whole. Global memory pressure – which just to confuse things further seems sometimes to be referred to as physical memory pressure – can be either external (from the OS) or internal (from the process itself, e.g. due to limited virtual address space). The internal clock hand responds to local memory pressure, in other words the need to reduce the size of a single, specific cache. So, for example, if a particular cache, such as the plan cache, reaches a defined "pressure limit" the internal clock hand will start to turn and a memory sweep will be performed on that cache in order to remove plans from the memory store. During each sweep of the hands, the usage counter on the cache entry is reduced in value, effectively moving its "last used" time to further in the past (in effect, setting back the wrist watch on the page a couple of hours) and increasing the likelihood that it can be aged out of the cache. There is even a special Dynamic Management View, sys.dm_os_memory_cache_clock_hands, which allows you to interrogate the passage of the clock hands. Frequently turning hands equates to excessive memory pressure, which will lead to performance problems. Two hours later, I emerged from this rather frightening journey into the heart of SQL Server memory management, fascinated but still unsure if I'd learned anything that I'd put to any practical use. However, I certainly began to agree that there is something almost Tolkeinian in the language of the deep recesses of SQL Server. Cheers, Tony.

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• C# Open Source software that is useful for learning Design Patterns

  - by Fathom Savvy

  In college I took a class in Expert Systems. The language the book taught (CLIPS) was esoteric - Expert Systems: Principles and Programming, Fourth Edition. I remember having a tough time with it. So, after almost failing the class, I needed to create the most awesome Expert System for my final presentation. I chose to create an expert system that would calculate risk analysis for a person's retirement portfolio. In short, the system would provide the services normally performed by one's financial adviser. In other words, based on personality, age, state of the macro economy, and other factors, should one's portfolio be conservative, moderate, or aggressive? In the appendix of the book (or on the CD-ROM), there was this in-depth example program for something unrelated to my presentation. Over my break, I read and re-read every line of that program until I understood it to the letter. Even though it was unrelated, I learned more than I ever could by reading all of the chapters. My presentation turned out to be pretty damn good and I received praises from my professor and classmates. So, the moral of the story is..., by understanding other people's code, you can gain greater insight into a language/paradigm than by reading canonical examples. Still, to this day, I am having trouble with everyday design patterns such as the Factory Pattern. I would like to know if anyone could recommend open source software that would help me understand the Gang of Four design patterns, at the very least. I have read the books, but I'm having trouble writing code for the concepts in the real world. Perhaps, by studying code used in today's real world applications, it might just "click". I realize a piece of software may only implement one kind of design pattern. But, if the pattern is an implementation you think is good for learning, and you know what pattern to look for within the source, I'm hoping you can tell me about it. For example, the System.Linq.Expressions namespace has a good example of the Visitor Pattern. The client calls Expression.Accept(new ExpressionVisitor()), which calls ExpressionVisitor (VisitExtension), which calls back to Expression (VisitChildren), which then calls Expression (Accept) again - wooah, kinda convoluted. The point to note here is that VisitChildren is a virtual method. Both Expression and those classes derived from Expression can implement the VisitChildren method any way they want. This means that one type of Expression can run code that is completely different from another type of derived Expression, even though the ExpressionVisitor class is the same in the Accept method. (As a side note Expression.Accept is also virtual). In the end, the code provides a real world example that you won't get in any book because it's kinda confusing. To summarize, If you know of any open source software that uses a design pattern implementation you were impressed by, please list it here. I'm sure it will help many others besides just me. public class VisitorPatternTest { public void Main() { Expression normalExpr = new Expression(); normalExpr.Accept(new ExpressionVisitor()); Expression binExpr = new BinaryExpression(); binExpr.Accept(new ExpressionVisitor()); } } public class Expression { protected internal virtual Expression Accept(ExpressionVisitor visitor) { return visitor.VisitExtension(this); } protected internal virtual Expression VisitChildren(ExpressionVisitor visitor) { if (!this.CanReduce) { throw Error.MustBeReducible(); } return visitor.Visit(this.ReduceAndCheck()); } public virtual Expression Visit(Expression node) { if (node != null) { return node.Accept(this); } return null; } public Expression ReduceAndCheck() { if (!this.CanReduce) { throw Error.MustBeReducible(); } Expression expression = this.Reduce(); if ((expression == null) || (expression == this)) { throw Error.MustReduceToDifferent(); } if (!TypeUtils.AreReferenceAssignable(this.Type, expression.Type)) { throw Error.ReducedNotCompatible(); } return expression; } } public class BinaryExpression : Expression { protected internal override Expression Accept(ExpressionVisitor visitor) { return visitor.VisitBinary(this); } protected internal override Expression VisitChildren(ExpressionVisitor visitor) { return CreateDummyExpression(); } protected internal Expression CreateDummyExpression() { Expression dummy = new Expression(); return dummy; } } public class ExpressionVisitor { public virtual Expression Visit(Expression node) { if (node != null) { return node.Accept(this); } return null; } protected internal virtual Expression VisitExtension(Expression node) { return node.VisitChildren(this); } protected internal virtual Expression VisitBinary(BinaryExpression node) { return ValidateBinary(node, node.Update(this.Visit(node.Left), this.VisitAndConvert<LambdaExpression>(node.Conversion, "VisitBinary"), this.Visit(node.Right))); } }

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• Is MVVM pointless?

  - by joebeazelman

  Is orthodox MVVM implementation pointless? I am creating a new application and I considered Windows Forms and WPF. I chose WPF because it's future-proof and offer lots of flexibility. There is less code and easier to make significant changes to your UI using XAML. Since the choice for WPF is obvious, I figured that I may as well go all the way by using MVVM as my application architecture since it offers blendability, separation concerns and unit testability. Theoretically, it seems beautiful like the holy grail of UI programming. This brief adventure; however, has turned into a real headache. As expected in practice, I’m finding that I’ve traded one problem for another. I tend to be an obsessive programmer in that I want to do things the right way so that I can get the right results and possibly become a better programmer. The MVVM pattern just flunked my test on productivity and has just turned into a big yucky hack! The clear case in point is adding support for a Modal dialog box. The correct way is to put up a dialog box and tie it to a view model. Getting this to work is difficult. In order to benefit from the MVVM pattern, you have to distribute code in several places throughout the layers of your application. You also have to use esoteric programming constructs like templates and lamba expressions. Stuff that makes you stare at the screen scratching your head. This makes maintenance and debugging a nightmare waiting to happen as I recently discovered. I had an about box working fine until I got an exception the second time I invoked it, saying that it couldn’t show the dialog box again once it is closed. I had to add an event handler for the close functionality to the dialog window, another one in the IDialogView implementation of it and finally another in the IDialogViewModel. I thought MVVM would save us from such extravagant hackery! There are several folks out there with competing solutions to this problem and they are all hacks and don’t provide a clean, easily reusable, elegant solution. Most of the MVVM toolkits gloss over dialogs and when they do address them, they are just alert boxes that don’t require custom interfaces or view models. I’m planning on giving up on the MVVM view pattern, at least its orthodox implementation of it. What do you think? Has it been worth the trouble for you if you had any? Am I just a incompetent programmer or does MVVM not what it's hyped up to be?

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• Any software for pattern-matching and -rewriting source code?

  - by Steven A. Lowe

  I have some old software (in a language that's not dead but is dead to me ;-)) that implements a basic pattern-matching and -rewriting system for source code. I am considering resurrecting this code, translating it into a modern language, and open-sourcing the project as a refactoring power-tool. Before I go much further, I want to know if anything like this exists already (my google-fu is fanning air on this tonight). Here's how it works: the pattern-matching part matches source-code patterns spanning multiple lines of code using a template with binding variables, the pattern-rewriting part uses a template to rewrite the matched code, inserting the contents of the bound variables from the matching template matching and rewriting templates are associated (1:1) by a simple (unconditional) rewrite rule the software operates on the abstract syntax tree (AST) of the input application, and outputs a modified AST which can then be regenerated into new source code for example, suppose we find a bunch of while-loops that really should be for-loops. The following template will match the while-loop pattern: Template oldLoopPtrn int @cnt@ = 0; while (@cnt@ < @max@) { … @body@ ++@cnt@; } End_Template while the following template will specify the output rewrite pattern: Template newLoopPtrn for(int @cnt@ = 0; @cnt@ < @max@; @cnt@++) { @body@ } End_Template and a simple rule to associate them Rule oldLoopPtrn --> newLoopPtrn so code that looks like this int i=0; while(i<arrlen) { printf("element %d: %f\n",i,arr[i]); ++i; } gets automatically rewritten to look like this for(int i = 0; i < arrlen; i++) { printf("element %d: %f\n",i,arr[i]); } The closest thing I've seen like this is some of the code-refactoring tools, but they seem to be geared towards interactive rewriting of selected snippets, not wholesale automated changes. I believe that this kind of tool could supercharge refactoring, and would work on multiple languages (even HTML/CSS). I also believe that converting and polishing the code base would be a huge project that I simply cannot do alone in any reasonable amount of time. So, anything like this out there already? If not, any obvious features (besides rewrite-rule conditions) to consider? EDIT: The one feature of this system that I like very much is that the template patterns are fairly obvious and easy to read because they're written in the same language as the target source code, not in some esoteric mutated regex/BNF format.

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• Lazy loading the addthis script? (or lazy loading external js content dependent on already fired eve

  - by Keith Bentrup

  I want to have the addthis widget available for my users, but I want to lazy load it so that my page loads as quickly as possible. However, after trying it via a script tag and then via my lazy loading method, it appears to only work via the script tag. In the obfuscated code, I see something that looks like it's dependent on the DOMContentLoaded event (at least for firefox). Since the DOMContentLoaded event has already fired, the widget doesn't render properly. What to do? I could just use a script tag (slower)... or could I fire (in a cross browser way) the DOMContentLoaded (or equivalent) event? I have a feeling this may not be possible b/c I believe that (like jQuery) there are multiple tests of the content ready event, and so multiple simulated events would have to occur. Nonetheless, this is an interesting problem b/c I have seen a couple widgets now assume that you are including their stuff via static script tags. It would be nice if they wrote code that was more useful to developers concerned about speed, but until then, is there a work around?? And/or are any of my assumptions wrong? Edit: Because the 1st answer to the question seemed to miss the point of my problem, I wanted to clarify the situation. This is about a specific problem. I'm not looking for yet another lazy load script or check if some dependencies are loaded script. Specifically this problem deals with external widgets that you do not have control over and may or may not be obfuscated delaying the load of the external widgets until they are needed or at least, til substantially after everything else has been loaded including other deferred elements b/c of the how the widget was written, precludes existing, typical lazy loading paradigms While it's esoteric, I have seen it happen with a couple widgets - where the widget developers assume that you're just willing to throw in another script tag at the bottom of the page. I'm looking to save those 500-1000 ms** though as numerous studies by yahoo, google, and amazon show it to be important to your user's experience. **My testing with hammerhead and personal experience indicates that this will be my savings in this case.

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• Blogging tips for SQL Server professionals

  - by jamiet

  For some time now I have been intending to put some material together relating my blogging experiences since I began blogging in 2004 and that led to me submitting a session for SQLBits recently where I intended to do just that. That didn’t get enough votes to allow me to present however so instead I resolved to write a blog post about it and Simon Sabin’s recent post Blogging – how do you do it? has prompted me to get around to completing it. So, here I present a compendium of tips that I’ve picked up from authoring a fair few blog posts over the past 6 years. Feedburner Feedburner.com is a service that can consume your blog’s default RSS feed and provide another, replacement, feed that has exactly the same content. You can then supply that replacement feed on your blog site for other people to consume in their RSS readers. Why would you want to do this? Well, two reasons actually: It makes your blog portable. If you ever want to move your blog to a different URL you don’t have to tell your subscribers to move to a different feed. The feedburner feed is a pointer to your blog content rather than being a copy of it. Feedburner will collect stats telling you how many people are subscribed to your feed, which RSS readers they use, stuff like that. Here’s a sample screenshot for http://sqlblog.com/blogs/jamie_thomson/: It also tells you what your most viewed posts are: Web stats like these are notoriously inaccurate but then again the method of measurement here is not important, what IS important is that it gives you a trustworthy ranking of your blog posts and (in my opinion) knowing which are your most popular posts is more important than knowing exactly how many views each post has had. This is just the tip of the iceberg of what Feedburner provides and I recommend every new blogger to try it! Monitor subscribers using Google Reader If for some reason Feedburner is not to your taste or (more likely) you already have an established RSS feed that you do not want to change then Google provide another way in which you can monitor your readership in the shape of their online RSS reader, Google Reader. It provides, for every RSS feed, a collection of stats including the number of Google Reader users that have subscribed to that RSS feed. This is really valuable information and in fact I have been recording this statistic for mine and a number of other blogs for a few years now and as such I can produce the following chart that indicates how readership is trending for those blogs over time: [Good news for my fellow SQLBlog bloggers.] As Stephen Few readily points out, its not the numbers that are important but the trend. Search Engine Optimisation (SEO) SEO (or “How do I get my blog to show up in Google”) is a massive area of expertise which I don’t want (and am unable) to cover in much detail here but there are some simple rules of thumb that will help: Tags – If your blog engine offers the ability to add tags to your blog post, use them. Invariably those tags go into the meta section of the page HTML and search engines lap that stuff up. For example, from my recent post Microsoft publish Visual Studio 2010 Database Project Guidance: Title – Search engines take notice of web page titles as well so make them specific and descriptive (e.g. “Configuring dtsConfig connection strings”) rather than esoteric and meaningless in a vain attempt to be humorous (e.g. “Last night a DJ saved my ETL batch”)! Title(2) – Make your title even more search engine friendly by mentioning high level subject areas, not dissimilar to Twitter hashtags. For example, if you look at all of my posts related to SSIS you will notice that nearly all contain the word “SSIS” in the title even if I had to shoehorn it in there by putting it in square brackets or similar. Another tip, if you ARE putting words into your titles in this artificial manner then put them at the end so that they’re not that prominent in search engine results; they’re there for the search engines to consume, not for human beings. Images – Always add titles and alternate text (ALT attribute) to images in your blog post. If you use Windows 7 or Windows Vista then you can use Live Writer (which Simon recommended) makes this easy for you. Headings – If you want to highlight section headings use heading tags (e.g. <H1>, <H2>, <H3> etc…) rather than just formatting the text appropriately – again, Live makes this easy. These tags give your blog posts structure that is understood by search engines and RSS readers alike. (I believe it makes them more amenable to CSS as well – though that’s not something I know too much about). If you check the HTML source for the blog post you’re reading right now you’ll be able to scan through and see where I have used heading tags. Microsoft provide a free tool called the SEO Toolkit that will analyse your blog site (for free) and tell you what things you should change to improve SEO. Go read more and download for free at Search Engine Optimization Toolkit. Did I mention that it was free? Miscellaneous Tips If you are including code in your blog post then ensure it is formatted correctly. Use SQL Server Central’s T-SQL prettifier for formatting T-SQL code. Use images and videos. Personally speaking there’s nothing I like less when reading a blog than paragraph after paragraph of text. Images make your blog more appealing which means people are more likely to read what you have written. Be original. Don’t plagiarise other people’s content and don’t simply rewrite the contents of Books Online. Every time you publish a blog post tweet a link to it. Include hashtags in your tweet that are more likely to grab people’s attention. That’s probably enough for now - I hope this blog post proves useful to someone out there. If you would appreciate a related session at a forthcoming SQLBits conference then please let me know. This will likely be my last blog post for 2010 so I would like to take this opportunity to thank everyone that has commented on, linked to or read any of my blog posts in that time. 2011 is shaping up to be a very interesting for SQL Server observers with the impending release of SQL Server code-named Denali and I promise I’ll have lots more content on that as the year progresses. Happy New Year. @Jamiet

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• SQL SERVER – A Quick Look at Logging and Ideas around Logging

  - by pinaldave

  This blog post is written in response to the T-SQL Tuesday post on Logging. When someone talks about logging, personally I get lots of ideas about it. I have seen logging as a very generic term. Let me ask you this question first before I continue writing about logging. What is the first thing comes to your mind when you hear word “Logging”? Now ask the same question to the guy standing next to you. I am pretty confident that you will get  a different answer from different people. I decided to do this activity and asked 5 SQL Server person the same question. Question: What is the first thing comes to your mind when you hear the word “Logging”? Strange enough I got a different answer every single time. Let me just list what answer I got from my friends. Let us go over them one by one. Output Clause The very first person replied output clause. Pretty interesting answer to start with. I see what exactly he was thinking. SQL Server 2005 has introduced a new OUTPUT clause. OUTPUT clause has access to inserted and deleted tables (virtual tables) just like triggers. OUTPUT clause can be used to return values to client clause. OUTPUT clause can be used with INSERT, UPDATE, or DELETE to identify the actual rows affected by these statements. Here are some references for Output Clause: OUTPUT Clause Example and Explanation with INSERT, UPDATE, DELETE Reasons for Using Output Clause – Quiz Tips from the SQL Joes 2 Pros Development Series – Output Clause in Simple Examples Error Logs I was expecting someone to mention Error logs when it is about logging. The error log is the most looked place when there is any error either with the application or there is an error with the operating system. I have kept the policy to check my server’s error log every day. The reason is simple – enough time in my career I have figured out that when I am looking at error logs I find something which I was not expecting. There are cases, when I noticed errors in the error log and I fixed them before end user notices it. Other common practices I always tell my DBA friends to do is that when any error happens they should find relevant entries in the error logs and document the same. It is quite possible that they will see the same error in the error log  and able to fix the error based on the knowledge base which they have created. There can be many different kinds of error log files exists in SQL Server as well – 1) SQL Server Error Logs 2) Windows Event Log 3) SQL Server Agent Log 4) SQL Server Profile Log 5) SQL Server Setup Log etc. Here are some references for Error Logs: Recycle Error Log – Create New Log file without Server Restart SQL Error Messages Change Data Capture I got surprised with this answer. I think more than the answer I was surprised by the person who had answered me this one. I always thought he was expert in HTML, JavaScript but I guess, one should never assume about others. Indeed one of the cool logging feature is Change Data Capture. Change Data Capture records INSERTs, UPDATEs, and DELETEs applied to SQL Server tables, and makes a record available of what changed, where, and when, in simple relational ‘change tables’ rather than in an esoteric chopped salad of XML. These change tables contain columns that reflect the column structure of the source table you have chosen to track, along with the metadata needed to understand the changes that have been made. Here are some references for Change Data Capture: Introduction to Change Data Capture (CDC) in SQL Server 2008 Tuning the Performance of Change Data Capture in SQL Server 2008 Download Script of Change Data Capture (CDC) CDC and TRUNCATE – Cannot truncate table because it is published for replication or enabled for Change Data Capture Dynamic Management View (DMV) I like this answer. If asked I would have not come up with DMV right away but in the spirit of the original question, I think DMV does log the data. DMV logs or stores or records the various data and activity on the SQL Server. Dynamic management views return server state information that can be used to monitor the health of a server instance, diagnose problems, and tune performance. One can get plethero of information from DMVs – High Availability Status, Query Executions Details, SQL Server Resources Status etc. Here are some references for Dynamic Management View (DMV): SQL SERVER – Denali – DMV Enhancement – sys.dm_exec_query_stats – New Columns DMV – sys.dm_os_windows_info – Information about Operating System DMV – sys.dm_os_wait_stats Explanation – Wait Type – Day 3 of 28 DMV sys.dm_exec_describe_first_result_set_for_object – Describes the First Result Metadata for the Module Transaction Log Impact Detection Using DMV – dm_tran_database_transactions Log Files I almost flipped with this final answer from my friend. This should be probably the first answer. Yes, indeed log file logs the SQL Server activities. One can write infinite things about log file. SQL Server uses log file with the extension .ldf to manage transactions and maintain database integrity. Log file ensures that valid data is written out to database and system is in a consistent state. Log files are extremely useful in case of the database failures as with the help of full backup file database can be brought in the desired state (point in time recovery is also possible). SQL Server database has three recovery models – 1) Simple, 2) Full and 3) Bulk Logged. Each of the model uses the .ldf file for performing various activities. It is very important to take the backup of the log files (along with full backup) as one never knows when backup of the log file come into the action and save the day! How to Stop Growing Log File Too Big Reduce the Virtual Log Files (VLFs) from LDF file Log File Growing for Model Database – model Database Log File Grew Too Big master Database Log File Grew Too Big SHRINKFILE and TRUNCATE Log File in SQL Server 2008 Can I just say I loved this month’s T-SQL Tuesday Question. It really provoked very interesting conversation around me. Reference: Pinal Dave (http://blog.SQLAuthority.com) Filed under: Pinal Dave, PostADay, SQL, SQL Authority, SQL Optimization, SQL Query, SQL Server, SQL Tips and Tricks, T SQL, Technology

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• Selling Federal Enterprise Architecture (EA)

  - by TedMcLaughlan

  Selling Federal Enterprise Architecture A taxonomy of subject areas, from which to develop a prioritized marketing and communications plan to evangelize EA activities within and among US Federal Government organizations and constituents. Any and all feedback is appreciated, particularly in developing and extending this discussion as a tool for use – more information and details are also available. "Selling" the discipline of Enterprise Architecture (EA) in the Federal Government (particularly in non-DoD agencies) is difficult, notwithstanding the general availability and use of the Federal Enterprise Architecture Framework (FEAF) for some time now, and the relatively mature use of the reference models in the OMB Capital Planning and Investment (CPIC) cycles. EA in the Federal Government also tends to be a very esoteric and hard to decipher conversation – early apologies to those who agree to continue reading this somewhat lengthy article. Alignment to the FEAF and OMB compliance mandates is long underway across the Federal Departments and Agencies (and visible via tools like PortfolioStat and ITDashboard.gov – but there is still a gap between the top-down compliance directives and enablement programs, and the bottom-up awareness and effective use of EA for either IT investment management or actual mission effectiveness. "EA isn't getting deep enough penetration into programs, components, sub-agencies, etc.", verified a panelist at the most recent EA Government Conference in DC. Newer guidance from OMB may be especially difficult to handle, where bottom-up input can't be accurately aligned, analyzed and reported via standardized EA discipline at the Agency level – for example in addressing the new (for FY13) Exhibit 53D "Agency IT Reductions and Reinvestments" and the information required for "Cloud Computing Alternatives Evaluation" (supporting the new Exhibit 53C, "Agency Cloud Computing Portfolio"). Therefore, EA must be "sold" directly to the communities that matter, from a coordinated, proactive messaging perspective that takes BOTH the Program-level value drivers AND the broader Agency mission and IT maturity context into consideration. Selling EA means persuading others to take additional time and possibly assign additional resources, for a mix of direct and indirect benefits – many of which aren't likely to be realized in the short-term. This means there's probably little current, allocated budget to work with; ergo the challenge of trying to sell an "unfunded mandate". Also, the concept of "Enterprise" in large Departments like Homeland Security tends to cross all kinds of organizational boundaries – as Richard Spires recently indicated by commenting that "...organizational boundaries still trump functional similarities. Most people understand what we're trying to do internally, and at a high level they get it. The problem, of course, is when you get down to them and their system and the fact that you're going to be touching them...there's always that fear factor," Spires said. It is quite clear to the Federal IT Investment community that for EA to meet its objective, understandable, relevant value must be measured and reported using a repeatable method – as described by GAO's recent report "Enterprise Architecture Value Needs To Be Measured and Reported". What's not clear is the method or guidance to sell this value. In fact, the current GAO "Framework for Assessing and Improving Enterprise Architecture Management (Version 2.0)", a.k.a. the "EAMMF", does not include words like "sell", "persuade", "market", etc., except in reference ("within Core Element 19: Organization business owner and CXO representatives are actively engaged in architecture development") to a brief section in the CIO Council's 2001 "Practical Guide to Federal Enterprise Architecture", entitled "3.3.1. Develop an EA Marketing Strategy and Communications Plan." Furthermore, Core Element 19 of the EAMMF is advised to be applied in "Stage 3: Developing Initial EA Versions". This kind of EA sales campaign truly should start much earlier in the maturity progress, i.e. in Stages 0 or 1. So, what are the understandable, relevant benefits (or value) to sell, that can find an agreeable, participatory audience, and can pave the way towards success of a longer-term, funded set of EA mechanisms that can be methodically measured and reported? Pragmatic benefits from a useful EA that can help overcome the fear of change? And how should they be sold? Following is a brief taxonomy (it's a taxonomy, to help organize SME support) of benefit-related subjects that might make the most sense, in creating the messages and organizing an initial "engagement plan" for evangelizing EA "from within". An EA "Sales Taxonomy" of sorts. We're not boiling the ocean here; the subjects that are included are ones that currently appear to be urgently relevant to the current Federal IT Investment landscape. Note that successful dialogue in these topics is directly usable as input or guidance for actually developing early-stage, "Fit-for-Purpose" (a DoDAF term) Enterprise Architecture artifacts, as prescribed by common methods found in most EA methodologies, including FEAF, TOGAF, DoDAF and our own Oracle Enterprise Architecture Framework (OEAF). The taxonomy below is organized by (1) Target Community, (2) Benefit or Value, and (3) EA Program Facet - as in: "Let's talk to (1: Community Member) about how and why (3: EA Facet) the EA program can help with (2: Benefit/Value)". Once the initial discussion targets and subjects are approved (that can be measured and reported), a "marketing and communications plan" can be created. A working example follows the Taxonomy. Enterprise Architecture Sales Taxonomy Draft, Summary Version 1. Community 1.1. Budgeted Programs or Portfolios Communities of Purpose (CoPR) 1.1.1. Program/System Owners (Senior Execs) Creating or Executing Acquisition Plans 1.1.2. Program/System Owners Facing Strategic Change 1.1.2.1. Mandated 1.1.2.2. Expected/Anticipated 1.1.3. Program Managers - Creating Employee Performance Plans 1.1.4. CO/COTRs – Creating Contractor Performance Plans, or evaluating Value Engineering Change Proposals (VECP) 1.2. Governance & Communications Communities of Practice (CoP) 1.2.1. Policy Owners 1.2.1.1. OCFO 1.2.1.1.1. Budget/Procurement Office 1.2.1.1.2. Strategic Planning 1.2.1.2. OCIO 1.2.1.2.1. IT Management 1.2.1.2.2. IT Operations 1.2.1.2.3. Information Assurance (Cyber Security) 1.2.1.2.4. IT Innovation 1.2.1.3. Information-Sharing/ Process Collaboration (i.e. policies and procedures regarding Partners, Agreements) 1.2.2. Governing IT Council/SME Peers (i.e. an "Architects Council") 1.2.2.1. Enterprise Architects (assumes others exist; also assumes EA participants aren't buried solely within the CIO shop) 1.2.2.2. Domain, Enclave, Segment Architects – i.e. the right affinity group for a "shared services" EA structure (per the EAMMF), which may be classified as Federated, Segmented, Service-Oriented, or Extended 1.2.2.3. External Oversight/Constraints 1.2.2.3.1. GAO/OIG & Legal 1.2.2.3.2. Industry Standards 1.2.2.3.3. Official public notification, response 1.2.3. Mission Constituents Participant & Analyst Community of Interest (CoI) 1.2.3.1. Mission Operators/Users 1.2.3.2. Public Constituents 1.2.3.3. Industry Advisory Groups, Stakeholders 1.2.3.4. Media 2. Benefit/Value (Note the actual benefits may not be discretely attributable to EA alone; EA is a very collaborative, cross-cutting discipline.) 2.1. Program Costs – EA enables sound decisions regarding... 2.1.1. Cost Avoidance – a TCO theme 2.1.2. Sequencing – alignment of capability delivery 2.1.3. Budget Instability – a Federal reality 2.2. Investment Capital – EA illuminates new investment resources via... 2.2.1. Value Engineering – contractor-driven cost savings on existing budgets, direct or collateral 2.2.2. Reuse – reuse of investments between programs can result in savings, chargeback models; avoiding duplication 2.2.3. License Refactoring – IT license & support models may not reflect actual or intended usage 2.3. Contextual Knowledge – EA enables informed decisions by revealing... 2.3.1. Common Operating Picture (COP) – i.e. cross-program impacts and synergy, relative to context 2.3.2. Expertise & Skill – who truly should be involved in architectural decisions, both business and IT 2.3.3. Influence – the impact of politics and relationships can be examined 2.3.4. Disruptive Technologies – new technologies may reduce costs or mitigate risk in unanticipated ways 2.3.5. What-If Scenarios – can become much more refined, current, verifiable; basis for Target Architectures 2.4. Mission Performance – EA enables beneficial decision results regarding... 2.4.1. IT Performance and Optimization – towards 100% effective, available resource utilization 2.4.2. IT Stability – towards 100%, real-time uptime 2.4.3. Agility – responding to rapid changes in mission 2.4.4. Outcomes –measures of mission success, KPIs – vs. only "Outputs" 2.4.5. Constraints – appropriate response to constraints 2.4.6. Personnel Performance – better line-of-sight through performance plans to mission outcome 2.5. Mission Risk Mitigation – EA mitigates decision risks in terms of... 2.5.1. Compliance – all the right boxes are checked 2.5.2. Dependencies –cross-agency, segment, government 2.5.3. Transparency – risks, impact and resource utilization are illuminated quickly, comprehensively 2.5.4. Threats and Vulnerabilities – current, realistic awareness and profiles 2.5.5. Consequences – realization of risk can be mapped as a series of consequences, from earlier decisions or new decisions required for current issues 2.5.5.1. Unanticipated – illuminating signals of future or non-symmetric risk; helping to "future-proof" 2.5.5.2. Anticipated – discovering the level of impact that matters 3. EA Program Facet (What parts of the EA can and should be communicated, using business or mission terms?) 3.1. Architecture Models – the visual tools to be created and used 3.1.1. Operating Architecture – the Business Operating Model/Architecture elements of the EA truly drive all other elements, plus expose communication channels 3.1.2. Use Of – how can the EA models be used, and how are they populated, from a reasonable, pragmatic yet compliant perspective? What are the core/minimal models required? What's the relationship of these models, with existing system models? 3.1.3. Scope – what level of granularity within the models, and what level of abstraction across the models, is likely to be most effective and useful? 3.2. Traceability – the maturity, status, completeness of the tools 3.2.1. Status – what in fact is the degree of maturity across the integrated EA model and other relevant governance models, and who may already be benefiting from it? 3.2.2. Visibility – how does the EA visibly and effectively prove IT investment performance goals are being reached, with positive mission outcome? 3.3. Governance – what's the interaction, participation method; how are the tools used? 3.3.1. Contributions – how is the EA program informed, accept submissions, collect data? Who are the experts? 3.3.2. Review – how is the EA validated, against what criteria?  Taxonomy Usage Example:   1. To speak with: a. ...a particular set of System Owners Facing Strategic Change, via mandate (like the "Cloud First" mandate); about... b. ...how the EA program's visible and easily accessible Infrastructure Reference Model (i.e. "IRM" or "TRM"), if updated more completely with current system data, can... c. ...help shed light on ways to mitigate risks and avoid future costs associated with NOT leveraging potentially-available shared services across the enterprise... 2. ....the following Marketing & Communications (Sales) Plan can be constructed: a. Create an easy-to-read "Consequence Model" that illustrates how adoption of a cloud capability (like elastic operational storage) can enable rapid and durable compliance with the mandate – using EA traceability. Traceability might be from the IRM to the ARM (that identifies reusable services invoking the elastic storage), and then to the PRM with performance measures (such as % utilization of purchased storage allocation) included in the OMB Exhibits; and b. Schedule a meeting with the Program Owners, timed during their Acquisition Strategy meetings in response to the mandate, to use the "Consequence Model" for advising them to organize a rapid and relevant RFI solicitation for this cloud capability (regarding alternatives for sourcing elastic operational storage); and c. Schedule a series of short "Discovery" meetings with the system architecture leads (as agreed by the Program Owners), to further populate/validate the "As-Is" models and frame the "To Be" models (via scenarios), to better inform the RFI, obtain the best feedback from the vendor community, and provide potential value for and avoid impact to all other programs and systems. --end example -- Note that communications with the intended audience should take a page out of the standard "Search Engine Optimization" (SEO) playbook, using keywords and phrases relating to "value" and "outcome" vs. "compliance" and "output". Searches in email boxes, internal and external search engines for phrases like "cost avoidance strategies", "mission performance metrics" and "innovation funding" should yield messages and content from the EA team. This targeted, informed, practical sales approach should result in additional buy-in and participation, additional EA information contribution and model validation, development of more SMEs and quick "proof points" (with real-life testing) to bolster the case for EA. The proof point here is a successful, timely procurement that satisfies not only the external mandate and external oversight review, but also meets internal EA compliance/conformance goals and therefore is more transparently useful across the community. In short, if sold effectively, the EA will perform and be recognized. EA won’t therefore be used only for compliance, but also (according to a validated, stated purpose) to directly influence decisions and outcomes. The opinions, views and analysis expressed in this document are those of the author and do not necessarily reflect the views of Oracle.

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