Question: When does a Web service become a bona fide enterprise service?
Answer: When it's deployed and available for reuse across two or more business units.
It still takes good old fashion sales abilities and determination to spread the word about Web services. For a budding service-oriented architecture to live up to its promise (or at least come close), it needs an individual with the passion, persistence, and perspective to push projects out of their stovepipes.
According to a recent article by Zapthink's Jason Bloomberg, that role -- of SOA "champion" -- should fall to a high-level individual that has an enterprise-wide perspective. That could be an enterprise systems architect, the CIO, or a high-level IT manager. This person doesn't have to be technical -- he or she can be a business-oriented individual as well. Is there such a person that fits that bill in your organization?