For a business to be sustainable today, it must be supported by a truly
sustainable architecture. This type of architecture must have built-in
agility and reusability. To be able to support the disparate end-to-end
transaction components involved in converting leads to cash, this
architecture must be sufficiently free form in its inter-business process
communication. All businesses require this, whatever the business model. This
openness in communication needs to permeate down through the layers of the
organization so that reuse is standard - and considered a strength, rather
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