This article explains the importance of business process management for service orientation and illustrates how process models can be used for the design and realization of service-oriented architectures. Authors introduced a multi-level concept consisting of a design, a configuration and an execution level. The approach presented in the article,  illustrated along the standards of EPC, BPMN, BPEL and WSDL, bridges the existing research gap between conceptual modeling and service-oriented IT support. The requirements analysis from an online-mail order company in the consumer electronics sector serves as a use case. Results show that up to now, organizational aspects have been neglected in the SOA discussion.