SOA initiatives have gathered momentum in the past year with more enterprises either implementing or considering implementing SOA in the near future. The implementations we studied reveal that one of the critical challenges in SOA is designing an effective governance mechanism. We propose a robust governance framework for SOA implementation that is based on other methodologies developed for enterprise IT governance and IT strategy. The central feature of the governance framework is the bifurcation of responsibilities in service positioning between demand and supply centers. A benefit of the demand and supply bifurcation is a reliable mechanism for managing the important facet of services identification and matching.