Richard Veryard, a software industry analyst for the CBDi Forum, ponders the question: Do we have to sell SOA? If yes, how should it be done? He also talks about the cost and ROI of SOA.

As Richard Veryard points out right from the beginning, SOA marketing "involves two-way communication [...] - this entails listening and responding to what the business wants. And that means what a particular business specifically wants, not just vague generalizations like 'adaptability' and 'customer satisfaction'". He does so in reaction to Steve Jones' article "SOA needs Marketing", which clearly states that SOA has to be sold to the business:

Well guess what, the think about trying to communicate your SOA strategy, service repository, service or whatever is... a marketing job. You've got to think about it as a core part of your SOA approach and develop an actual marketing plan.