How do you find a sponsor for an SOA program ?

SOA has an Enterprise wide impact and the question I run into from architects from various organizations I work with is ?

SOA is great and I want to get this into my organization , but the business does not care about SOA. How do I get the funding for an SOA program in my organization ?

So here is what I have been saying to my client?

Get SOA into the organization under the pretext of a a Portal Project or a BPM Project

A portal is something that the business can relate to customer experience and the BPM tools with the capability of defining business processes and visual rules engines is something they relate to their efficiency.

and a catchya situation : I have also seen Architecture groups in organizations start an SOA Framework Project that basically assembles the plumbing for future SOA projects. Most of the projects like these (with little business context) either are not completed or the results of which are never used. I call these approach as Architectural Waterfall..