How would you sell (Enterprise) Architecture to your CEO in a 2 minute (elevator) pitch?

Ewald Beekman posted the above question in Linkedin last week 

http://nl.linkedin.com/in/beamer

Blog http://www.oiepoie.nl/

Our answer was the following, what would your answer be?

To optimise the return on capex and opex invested in ICT we will provide the executive and directors a decision making toolset including:

- support of the delivery of required capability in a way that embraces the organisational mission, vision, culture and values.
- an adaptive approach to evolving strategic direction
- a clear governance process for the prioritisation of the ICT investment portfolio

We believe the benefits will be:

- clearer understanding of organisational capability, capacity and competency
- increased visibility of prudent investment for submissions to regulators
- deeper understanding of inter departmental relationships
- improved merger and acquisition integration success
- better organisational design capability
- increased efficiency of both business and ICT project portfolios
- reduced total consultancy hours purchased
- all your kids will own ponies