Service Oriented Architecture (SOA) has been proposed as both a technical and managerial solution in making firms more agile in addressing ever changing business needs. This conceptual paper identifies 3 levels of SOA implementation maturity: 1. Stability, 2. Flexibility, 3. Sense and Respond. A process and governance strategy on how to achieve each level is theorized and supported by case examples. The highest level conceptualized, Level 3, holds promise whereby SOA intelligence informates business activities and decisions. A case illustration concerning the use of a Customer Priority Index (CPI), derived from Level 3 SOA, outlines how a customer focused Sense and Respond capability might be achieved.