Today, many organizations are struggling with "web sprawl": a proliferation of complex, heterogeneous Web environments that are enormously costly to manage. This white paper details BEA's approach to eliminating web sprawl via Enterprise Portal Rationalization. The solution involves deploying a single, user-focused "master portal" or a network of federated portals in conjunction with (1) adopting a consistent, standardized, services-oriented architecture (SOA) for deploying portals and web applications, and (2) reducing the number of web assets IT has to maintain. Key benefits include cost savings; dramatically increased IT responsiveness to emerging business needs; richer, more integrated web applications; and - as a direct result - more satisfied and productive users.