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Conference Day 1


Keynote - Cor Winkler Prins


As organizations are digitally transforming, they find themselves making use of more cloud-based services. Where 10 years ago the corporate IT department would have trained some of its people to take care of these services, they are now managed for them by specialized external providers.

Businesses needs these external experts to deliver quickly on their strategic initiatives. Contracting the right experts and getting them to work together effectively with the internal teams and other external service providers is hard. How efficient an organization is at this, determines their speed of innovation, and therefore their competitiveness.

In this new reality of dynamic sourcing, SIAM helps organizations structure how they onboard, manage and let go of providers. The rise of SIAM has generated demand for solutions that enable secure collaboration across organizational boundaries and provide consolidated management information.

As new technologies become available to enable SIAM, it will become easier for organizations to leverage SIAM to increase their speed of innovation.

Key takeaways from this session include:

  • The 3 data points to track when managing a multi-vendor environment
  • How to get all parties to trust the data
  • Easy-to-implement tooling will help SIAM go mainstream


Simon Dorst and Michelle Major-Goldsmith

Kinetic IT

When talking about key SIAM roles we often explain the role of the service integrator by using the musical analogy of the integrator as a conductor and their role of service orchestration. But this is only part of the story; if the service integrator is the conductor, they are nothing without their first or principal violinist. The first violinist is the concertmaster and sits to the conductor’s left, closest to the audience. Liken this to the role of the customer organisation in a SIAM model, their relationship with the service integrator and their accountabilities towards the outcomes and value delivered to the business.

Of course, the service integrator plays a central role in a SIAM model, managing the day to day, end to end service delivery, but the customer organisation really does ‘hold the tune’. This presentation will provide practical, experience led advice on the specific and critical responsibilities of the customer organisation, focusing on governance (of the current environment), direction (for the future state) and business relationship management (both with the larger organisation, but also with the service providers), and how the customer role evolves to the pitch, pace and tune as it moves between the design and transition of the SIAM model into operation.

The fundamental role of the customer organisation is one that needs to be fine-tuned and its practical guidance that is the make or break between out of tune noise or a beautiful symphony.


Danny van Vosselen


One of the biggest challenges in a multi service provider environment is making all involved parties collaborate.

It is not the contract itself, but the personal relationships that determine the success or failure of this collaboration. In other words, even if everything is fully specified in contracts and agreements, if people don’t cooperate as one team, nobody will achieve the end-to-end goals.

In this session we’ll provide insights in the process of creating a ‘one-team’ culture, including:

  • The holy grail of Efficiency
  • The formula of Collaboration
  • The role of Attitude, Behavior and Culture


Zhen Shi


SIAM is adopted and applied in the T&T (Transition and Transformation) in CIO global, which helps CIO address the challenges with the T&T program.

This case study focused session explains how SIAM was adopted and applied in the Transition and Transformation (T&T) of a large multinational corporation operating in robotics, power, automation and other areas. SIAM helps the organization address the challenges with the T&T program. This session shows what value SIAM adds and how, from the point of view of the SIAM Lead in the Asia Pacific region.

Attendees for this session will learn about:

  • A case study for SIAM in a large multinational corporation
  • Experience: why a provider may not perform as expected and how to deal with this when initiating SIAM
  • Experience: how to deal with the challenge of a people not understanding the value of SIAM
  • Experience: trimming SIAM to make it flexible to meet the needs of the environment.


Exhibition Time


Siddharth Pareek

Natwest Group

DevOps is not the magic wand for all the problems that exist in the IT world. Other bodies of knowledge are needed to answer the ‘What & How’ part of cultural and mindset change to support business agility. That is where the Service Integration and Management (SIAM) value holds.

This talk will provide delegates with an overview of:

  • How the SIAM ecosystem has helped the businesses in their DevOps transformation journey.
  • The patterns and antipatterns related to the best of both worlds in SIAM and DevOps
  • How the nexus amongst SIAM, DevOps, Agile and Lean is needed in this fragile, not Agile, world


Markus Mueller


What will you encournter when you take on a role as a Head of SIAM?

Join Markus on a journey through 3 years of building and developing a global SIAM organization in a decentralized and hierarchical work culture. He will discuss what worked well and also intent to highlight some personal learnings and insights that may be of interest to other IT leaders that are tasked with making SIAM a reality in their organizations.

By attending this session you will learn about:

  • The checklist that Markus wishes he had when he took a global SIAM leadership position
  • The key success factors that help SIAM grow in a multinational corporate environment
  • The do’s and don’ts of leading a global SIAM organization over half a decade


Reni Friis


What do you do when a cyber attack takes place? Who does what? What happened? These are some of the questions you need to have figured out before a breach or attack happens. The breach or attack can come from anywhere, and having a group of providers servicing one client, increases the complexity significantly. This in effect leads to a much higher vulnerability for the client. Designing the best risk and compliance setup is the responsibility of the service provider, in close alignment with both the client as well as the (other) vendors, of course.

In this presentation you will be introduced to some of the terminology and methods from the Third Party Risk Management process, how you can approach getting an overview of the risk landscape across your SIAM ecosystem, and identifying the building blocks towards a more robust setup around privacy, cyber and compliance. We will be presenting cases to share experiences of how others have worked to lower their risk level.


Pete Knowles

Digital Clarity

One of the best ways that IT leaders can help their teams and service providers rise above the challenges encountered within SIAM model delivery is to leverage the advantages of automation. The Centre for Enablement (CfE) helps to do just that.

By leveraging tools such as process mining, intelligent RPA and process automation within the SIAM function and across suppliers the organisation can benefit from year-on-year savings, increased process quality and speed of delivery with improved employee and customer experience and metrics.

This presentation will discuss the concept and practice of Hyper Automation and the Centre for Enablement whilst also looking at the future of SIAM with automation.

Conference Day 2


Emilia Hogarth

Crown Commercial Service

For years procurement has been seen as a blocker and not as an enabler and it is time for this to change. Digital and procurement must work together from inception to achieve the highest levels of collaboration and deliver high quality programmes. This relay race can only be won if teams aligh and use emphathy to understand each other.

During this session you will learn:

  • How to refocus procurement as an enabler for any digital transformation
  • How to bring together commercial and digital/technology teams to pass the baton
  • Embracing empathy and the use of communities of practice


Toshio Suzuki

DIG2 Next Inc.

Building a touchpoint with the consumer and responding quickly to inquiries in a multi-service provider environment are key to customer success. In this session, Toshio explains the practical key points of process design and structure to smooth the consumer-facing value stream in the SIAM ecosystem.

This session is delivered in Japanese with English subtitles.


Ian Groves


For those who have been through a SIAM implementation, or are thinking about starting one, you’ll know that one of the biggest barriers to success is to ensure that everyone involved fully understands their role and where they fit into the overall picture.

SIAM implementations typically take a long time to complete with tangible progress appearing to be low in the first few months and sometimes years! It is vital therefore, that effective Organisational Change Management is in place throughout, based upon a solid bedrock of SIAM awareness and we’d argue more formal training and accreditation. SIAM knowledge and expertise should be ‘alive and kicking’ at all levels within the SIAM Model, regardless of which sourcing approach is taken.

In this session, Ian will explore the value of SIAM specific training to foster support across the customer organization, to help staff to prepare for the changes ahead to take on new roles and to support the onboarding of service providers into the SIAM ecosystem.

He will also explore the central supporting and educational role of the Service Integrator and the case for involving specialist SIAM training providers. So, if you are in two minds over the value of training to support your SIAM journey, and want to be convinced, this session is for you!


Panel session

Michelle Major-Goldsmith, Simon Dorst, Martijn Adams, Anna Leyland

Join SIAM industry experts Martijn Adams, Anna Leyland, Michelle Major-Goldsmith and Simon Dorst in this live panel session. The panel will discuss hot topics including SIAM in the age of cloud and SIAM and DevOps, and you’ll have the opportunity to ask your questions too.


Exhibition Time


Brian Jones


A candid account of the triumphs and tribulations of one of the most far-reaching global IT transformations in corporate history. Hear about how it was done directly from the person who instigated, architected, and led it from beginning to end – Brian Jones, then Smiths Group CIO and now Chairman of Bloor.

You’ll hear about the many mistakes and the hard lessons learned as well as the positives. Imagine a £6Bn conglomerate with operations and businesses in over 50 countries, each with dozens of different systems and service management structures, disaggregated management, a 9-figure global IT spend, and most of it considered to be massively under-performing. That’s the starting point. Fast forward a few years to a highly respected internal services business acting as an “intelligent client” to its suppliers and an “intelligent provider” to its internal customers, mouth-watering global partnerships, and reputedly generating multi-millions in enterprise value, and that’s the significance of the journey.

Brian will be using a unique “rich picture” to bring the story to life in this fascinating real-life account.


Steve Morgan

Syniad IT

So, you’ve attended the SIAM training courses, read the books, attended the SIAM conferences and bought the dream.

You’re keen to embark on a SIAM Operating Model implementation, but where do you start?

This session will talk you through, in practical terms, the things you need to consider before embarking on a SIAM programme, and the early steps involved in initiating a successful SIAM programme.

Steve was part of the author team for the hugely successful SIAM Body of Knowledge books and has real-world experience of implementing SIAM principles and making IT operating model changes in numerous organisations, across industry sectors and geographies. He’ll explore the practical steps and highlight some of the problem areas, using his relaxed and interactive presentation style to make this an entertaining session from which every attendee will gain some value.


Edwin Idema & Ronald Hoogeboom


Altijd ContinuITeit

Edwin: ASICS EMEA IT needed to define a vision and approach to modernize the IT environment, creating an IT foundation that fits the business requirements, IT requirements. We created a strategy called “we like to Move IT”. The team was not ready and able to align with the business and in the meantime execute the strategy, so we needed the support of multiple suppliers. We also needed a structure to manage these suppliers for innovation, implementations and operation, knowing that we did not have the capacity and competences to manage all of that ourselves. So with the help of Altijd ContinuITeit (Ronald) we defined a sourcing plan and sourcing structure that was “new” but necessary based on the principles of SIAM. We called this an Edventure.

Ronald: We carefully have chosen the right partners that were willing and able to invest in this Edventure. Together we learned the principles of SIAM with the trainings from Suerte Academy and we defined a Service Integration Blueprint that contains practical structural elements and step by step implemented this blueprint. We selected two Service Integrators and created a Service Integration Eco system with the involved partners. During our Edventure we started the Service Integration Nederland initiative for sharing best practices like The blueprint.


Ian Thomas

Node4 Ltd

In this session, Ian will discuss the five key elements that enable the successful delivery of a SIAM model throughout the ecosystem, and the potential pitfalls if they are ignored.

Drawing on his experience of implementing and operating SIAM models for organisations including the Ministry of Justice, Atos, Experian and Node4, Ian will be discussing the vital importance of achieving a balance between engagement, collaboration, accountability, performance, and culture across the model to achieve customer-centric delivery and service excellence.

Regardless of where you are on your SIAM journey, this session is valuable for Service North Peers who are involved in implementing or delivering service models, and for those colleagues who are keen to drive organisation and cultural change to benefit the client.

Service North is proudly sponsored by