In today’s increasingly complex IT environment, efficient and cohesive operating models for managing service providers are paramount. SIAM, when done well, can provide significant business benefits, but in our experience many organizations still struggle with the concept and structure of the service integrator layer as they seek the balance of retaining the right level of control but not wanting to do it all.

Kinetic IT, sponsors of the 2019 Global SIAM Survey, developed the MAIDE model to allow customers to take control of their SIAM ecosystem, allowing them to divide the service integrator functions in a managed way, retaining control in areas they deem appropriate for their organization and giving clear guidance and expectations on the areas they want to outsource.

When Kinetic IT co-authored the SIAM Bodies of Knowledge, they were contributing to publications that provide a simple way to manage multiple service providers by introducing the service integrator role. Now, Kinetic IT have created a purpose built, practical application of this to meet our customers’ needs. The model is by no means the only way to structure your SIAM service integrator and is presented in order to provide a practical application and insight into a tried-and-tested approach. And we can share our work through the Kinetic IT ‘MAIDE for SIAM’ white paper explaining the model in more detail. Click here to get the full run-down, but in this blog we’ll cover the basics.

MAIDE is comprised of five functions: Manage, Assure, Improve, Design and Enable. Each of these functions has a distinct objective within the service integrator layer of a SIAM model, providing structure to the role of the service integrator. This enables better definition of the roles and responsibilities within an organisation – especially in terms of governance, reporting lines and process ownership.


The heart of the SIAM service integrator role, where the delivery of business-as-usual services are managed through the multiple service providers. This includes the handling of issues, responding to requests, and managing changes and releases into the environment.

This is where we ensure the Manage function is performing on target and delivering on the intended value. This also applies to the Improve and Design functions. Assure requires a good relationship with the customer organization to ensure outcomes are clearly articulated, including the specific parameters, policies, standards to apply and adhere to.

While the primary objective of the MAIDE model is to achieve the customers’ desired end-to-end outcomes (through the Manage function), it is also to drive continuous improvement. The model should encourage, manage and facilitate collaboration and cooperation – improvements will ensure this goal is achieved.

The Design function retains an overarching overview of all the different projects with the various service providers. A SIAM environment does not stand still – the only constant is change, as highlighted through the Improve function – and this functions allows us to stay on top of and control those changes.

The last MAIDE function addresses the technology supporting the service integrator and how it is managed. Achieving this requires one or more dedicated resources with a different role and skillset from the other functions, which is why we made a separate team for this.

This model is based on years of experience with both the SIAM theory and the design, implementation and operation of SIAM models in various organizations. A successful SIAM environment is not merely based on defined structures, contracts, reporting and auditing. True success is accomplished when people work together, understand their common objective and respect each other’s role in accomplishing real value. Most organizations have ‘ok’ processes, structures and documentation, but it is the behaviours, how providers are held to account and collaboration across the environment that are the critical success factor. The MAIDE model helps with this by providing some structure within the service integrator’s organisation, which in turn helps to clarify the roles and responsibilities, and thus the focus, of those working within.

MAIDE is a mountain where everyone (customer, integrator and providers) needs to go on the journey to climb it. It may be a long and arduous journey but boy, is the view from the top worth it!

The MAIDE model is a template, not a one-size-fits-all standard for SIAM implementations. It is a starting point, a base model that can be used to tailor, accessorise and otherwise adapt and adopt within a specific organisation. It provides clarity on the roles to be filled, the responsibilities to be assigned and the relationships needed – click here to read the full ‘MAIDE for SIAM’ white paper.

Simon Dorst (@ITILZealot)

Kinetic IT Pty.Ltd., Australia