The Odyssey of Never-Ending Evolution: The Journey is the Destination
In today’s hyper-connected, rapidly evolving digital landscape, the concept of transformation takes on a whole new meaning. It’s not just a singular event or a checkpoint to cross; it’s an ongoing odyssey—a never-ending journey that infiltrates every layer of an organization’s structure. For modern enterprises, digital transformation is not merely an upgrade or an option; it’s a necessity for survival. It needs to be deeply embedded into the organization’s ethos, becoming an integral part of its corporate DNA.
In this continuous voyage, the traditional boundaries of departments blur, technologies overlap, and business objectives intertwine with digital strategies. This complexity calls for a well-orchestrated, holistic approach that goes far beyond the realm of IT. It demands an intricate blend of people, processes, technology, and metrics to be successful. This article aims to serve as a comprehensive guide to navigate the complexities of digital transformation by exploring its nine critical pillars, each backed by a balanced mix of human capital, streamlined processes, robust technology, and quantifiable success metrics.
This article is the anchor of a series of articles highlighting the components and blueprint for digital transformation success:
Deep Dive Series: Unpacking the Nine Pillars of Digital Transformation
- Data Strategy Unveiled: The Cornerstone of Digital Transformation
- How to Build a Data Lake House: A Comprehensive Guide
- Understanding Data Governance in the Age of GDPR
- Mastering Integration: The Glue that Holds Digital Transformation Together
- APIs, microservices and data fabric: The Building Blocks of Digital Integration
- Middleware Solutions: An Underappreciated Hero
- Cloud Strategy for the Modern Enterprise
- IaaS vs PaaS vs SaaS: What’s Right for Your Organization?
- Cloud Cost Optimization: Strategies and Best Practices
- Cybersecurity and Data Privacy: The Unsung Heroes of Digital Transformation
- Risk Assessment in Digital Transformation: A Step-by-step Guide
- Navigating the Complex World of Data Privacy Regulations
- Infrastructure and Corporate Operations: The Backbone of Digital Evolution
- Network Optimization for the Cloud Era
- The Role of IoT in Modernizing Corporate Infrastructure
- E-Commerce Models Explained: B2B, B2C, B2B2C, and DTC
- The Future of Payments: Crypto, Digital Wallets, and Beyond
- Optimizing Customer Journey in E-commerce: A UX Perspective
- The Art and Science of UX Strategy
- The Role of Design Thinking in Enhancing User Experience
- A/B Testing: The Experimentation Framework for UX
- AI Strategy: The New Kid on the Digital Block
- Practical Applications of NLP in Customer Service
- The Ethics of AI: Navigating the Moral Landscape
- Corporate and Business Unit Specific Technology: Tailoring Digital Transformation
- Business Units leading technology innovation e.g. CMO
- How to Foster Cross-Functional Collaboration for Digital Success
As we deep-dive into the anatomy of digital transformation, we’ll also look at how to ground this strategy in the context of your specific industry, corporate vision, and market trends. We’ll discuss how to develop a technology roadmap aligned with your business objectives, the importance of comprehensive planning, and how to balance long-term vision with short-term deliverables. So, fasten your seat belts as we embark on this exciting journey toward achieving digital maturity and long-term success.
The Nine Pillars: Unveiling the Anatomy of Digital Transformation
In the intricate maze of digital transformation, it’s easy to lose one’s way without a comprehensive map to guide the journey. This is where the concept of the Nine Pillars comes into play—a well-defined framework that acts as the building blocks for a holistic transformation strategy. Each pillar represents a core competency that an organization must develop and integrate into its overarching digital transformation vision. These are not isolated silos but interconnected elements that impact each other, requiring orchestrated efforts to function in unison.
Think of these pillars as the organs of a living organism—each serves a unique function but works in harmony with the others to maintain the overall health and vitality of the system. Just as a human body cannot function optimally if any of its organs are compromised, an organization’s digital transformation efforts will fall short if any of these pillars is weak or overlooked. Therefore, it’s crucial to not only understand each pillar in depth but also to appreciate the interplay between them.
Moreover, each pillar involves a complex interplay of human capital, internal processes, technology infrastructure, and success metrics, making them multifaceted domains that need nuanced understanding and implementation. It’s not about ticking off boxes; it’s about weaving these elements into the very fabric of the organization.
So, as we proceed to unpack each of these pillars, keep in mind that they serve as both a roadmap and a health check for your digital transformation journey. Whether you’re just starting out or are looking to optimize ongoing initiatives, these Nine Pillars offer a structured approach to ensure that your transformation is both effective and sustainable.
Now, let’s dive deeper into each pillar to understand its components and significance in the broader landscape of digital transformation.
These Nine Pillars serve as the foundation upon which a successful digital transformation strategy is built. Each pillar addresses a distinct but interconnected domain, critical for ensuring that digital transformation is comprehensive, effective, and aligned with business objectives.
In today’s data-driven world, having a robust data strategy is the cornerstone for any digital transformation. It involves:
- Data Collection: Identifying what kind of data needs to be collected and from where.
- Data Storage: Deciding the storage solutions that are both cost-effective and scalable.
- Data Analysis: Utilizing tools and frameworks to turn raw data into actionable insights.
- Data Governance: Ensuring compliance with regulations such as GDPR and maintaining data quality.
Success Metrics: Data accuracy, query response time, compliance rate, and user engagement with data-driven features.
Digital transformation often involves the use of various disparate technologies and platforms. An integration strategy ensures that these can communicate and work together seamlessly.
- APIs, Microservices, Containers: flexible, secure, and efficient integration for cloud, on-premise, hybrid and edge.
- Middleware and Data integration Solutions: Employing software that acts as a bridge between different applications, data sources and platforms.
- Data Integration: Ensuring that data flows effortlessly and securely between systems.
Success Metrics: API uptime, integration costs, data throughput, and system latency.
The cloud offers flexibility, scalability, and cost benefits that are crucial for digital initiatives.
- Infrastructure as a Service (IaaS): Leverage cloud providers for virtual machines, storage, and networking.
- Platform as a Service (PaaS): Use cloud-based environments for application development and deployment.
- Software as a Service (SaaS): Utilize software that is hosted and maintained by third-party providers.
Success Metrics: Uptime, cost savings, deployment speed, and user adoption rates.
Cyber Strategy: Cybersecurity and Data Privacy
- Risk Assessment: Regularly evaluating vulnerabilities and potential threats.
- Data Encryption: Encrypting sensitive data both in transit and at rest.
- User Authentication: Implementing strong authentication mechanisms like two-factor authentication (2FA).
- Compliance: Ensuring adherence to regulations like GDPR or CCPA.
Success Metrics: Number of security incidents, compliance rate, and the time taken to address vulnerabilities.
Tech Ops Strategy: Infrastructure and Corporate Operations
- Network Optimization: Ensuring that the network can handle increased digital traffic.
- Hardware Upgrades: Updating physical devices to support new digital initiatives.
- Operational Workflows: Digitizing operational processes for efficiency.
Success Metrics: Network latency, hardware ROI, and process efficiency.
Digital Strategy and Commerce (B2B, B2C, B2B2C, DTC)
- Platform Selection: Choosing an e-commerce, DMP, DSP and POS platform that aligns with your business model.
- User Experience: Streamlining the user journey from product selection to checkout.
- Payment Gateways: Implementing secure and convenient payment methods.
Success Metrics: Conversion rates, average cart value, and customer retention rates.
- User Research: Understanding user needs, pain points, and behaviors.
- Design Thinking: Applying a solution-based approach to solving problems related to user experience.
- A/B Testing: Regularly testing different user interfaces to see what works best.
Success Metrics: User engagement, bounce rate, and user satisfaction scores.
AI Strategy (The New Kid on the Block)
- Natural Language Processing (NLP): Implementing chatbots or automated customer service.
- Machine Learning: Using algorithms to analyze data and make predictions or decisions.
- AI Ethics: Ensuring that your AI tools are unbiased and ethical.
Success Metrics: Automation rate, accuracy of predictions, and user engagement with AI features.
Digital Core Strategy: Corporate and Business Unit Specific Technology
- Off the shelve solutions: Standard solution offerings, SaaS solutions, Platforms
- Custom Solutions: Developing technology solutions that cater to the unique needs of different business units.
- Cross-Functional Collaboration: Ensuring that these solutions can integrate with company-wide systems.
Success Metrics: User adoption within business units, ROI of custom solutions, and cross-functional efficiency.
Each of these pillars is crucial in its own right but gains exponential value when integrated into a cohesive strategy. Understanding their interdependencies and effectively implementing them can make the difference between a digital transformation that is superficial and one that is truly transformative.
The Nine Pillars Summary:
|1. Data Strategy||Data Scientists, Data Analysts||Data Governance, Data Integration||Data Lakes, Analytics Tools||Data Quality, ROI on Data Investments|
|2. Integration Strategy||IT Architects, Integration Specialists||Workflow Optimization, API Strategy||Integration Platforms, APIs||System Uptime, Integration Costs|
|3. Cloud Strategy||Cloud Engineers, DevOps Teams||Cloud Migration, Resource Allocation||IaaS, PaaS, SaaS||Cost Savings, Scalability, Latency|
|4. Cyber Strategy||Security Analysts, Compliance Officers||Risk Assessment, Compliance Monitoring||Firewalls, Encryption||Incident Response Time, Compliance Rate|
|5. Infrastructure and Operations Strategy||System Administrators, Network Engineers||ITIL Framework, Resource Provisioning||Servers, Networking Gear||Operational Efficiency, System Uptime|
|6. Digital Strategy||E-commerce Managers, Digital Marketers||Online Sales Process, Customer Retention||E-commerce Platforms, CRM||Conversion Rate, Customer Retention|
|7. UX Strategy||UX Designers, User Researchers||User Research, A/B Testing||Front-end Technologies||User Satisfaction, User Engagement|
|8. AI Strategy||Machine Learning Experts, Data Engineers||AI Governance, Algorithm Training||Machine Learning Models||Automation Levels, Decision Accuracy|
|9. Digital Core Strategy||Business Analysts, Project Managers||Custom Workflows, Solution Implementation||Application Portfolio, ERPs, CRMs, HR Platforms, Finance Platforms, Specialized Software||Business Unit KPIs, ROI|
Grounding Strategy in Context: The Importance of Alignment
One of the most common pitfalls in the journey of digital transformation is approaching it as a theoretical construct, detached from the realities of the marketplace, customer demands, and the organization’s unique challenges and opportunities. Grounding your digital transformation strategy in context means aligning it with a multitude of external and internal variables to ensure it’s not just innovative but also practical, achievable, and sustainable.
Real-World Variables to Consider:
- Corporate Strategic Vision: Your digital transformation efforts should be a reflection of where the company aims to be in the next 5, 10, or even 20 years.
- Industry Trends: Being aware of what’s happening in your industry will help you stay ahead of the curve. This can range from technological advancements to changing consumer behaviors.
- Peer Insights: Sometimes the best lessons are learned from those who have walked the path before you. Understanding the successes and failures of your peers can offer invaluable insights.
- Regulatory Environment: Compliance isn’t optional. Whether it’s GDPR in Europe or CCPA in California, understanding the legal landscape is crucial for avoiding costly mistakes and legal issues.
Approaches to Grounding Strategy:
- SWOT Analysis: A classic but effective method to assess your organization’s Strengths, Weaknesses, Opportunities, and Threats in the context of digital transformation.
- PESTLE Analysis: This involves evaluating the macro-environmental factors (Political, Economic, Social, Technological, Legal, and Environmental) that could affect your digital transformation strategy.
- Benchmarking: Measuring your business processes and performance metrics against industry bests or best practices from other industries.
- Customer Journey Mapping: Understanding the touchpoints where customers interact with your business can provide insights into where digital transformation can offer the most impact.
- Walmart: Once considered an old-school retailer, Walmart invested heavily in its e-commerce and data analytics capabilities to compete with Amazon. They understood the industry trend of increasing online shopping and aligned their digital transformation strategy accordingly. Today, Walmart’s online sales are booming, proving that digital transformation can indeed be a game-changer if aligned correctly.
Results: Walmart’s e-commerce sales grew by 79% in 2020, thanks in part to its digital initiatives.
- Adobe: Adobe shifted from selling packaged software to providing cloud-based solutions, aligning with industry trends and consumer demand for more flexible and scalable solutions. They also had to adhere to data privacy regulations, which influenced their cloud strategy.
Results: Adobe’s subscription-based services now account for the majority of its revenue, proving the success of its transformation strategy.
- Alignment Score: A metric that measures how well your digital transformation initiatives align with your corporate strategy and industry trends.
- Regulatory Compliance Rate: A measure of how well the organization is adhering to applicable laws and regulations.
- Peer Benchmarking Index: A comparative metric to evaluate how your transformation efforts stack up against industry peers.
Grounding your digital transformation strategy in context ensures that your initiatives are not just technologically advanced but also strategically aligned, legally compliant, and industry-relevant. This multi-dimensional alignment is crucial for the long-term sustainability and success of your digital transformation efforts.
Strategy Aligned Technology Roadmap: Frameworks for Success
Creating a technology roadmap is a critical step in any digital transformation journey. A well-crafted roadmap not only identifies the technologies you’ll need but also aligns them with your business objectives, provides a timeline for implementation, and sets key performance indicators (KPIs) for each initiative. Below, we explore how various frameworks and approaches like TOGAF, Zachman, Business Architecture, and the Agile Manifesto can aid in constructing this crucial roadmap.
TOGAF (The Open Group Architecture Framework)
TOGAF is one of the most globally recognized frameworks used for enterprise architecture. It offers a systematic approach to aligning business with IT, providing organizations with a clear process and set of best practices that align IT goals with those of the organization.
- Preliminary Phase and Architecture Vision: Defining the baseline and setting the vision.
- Business, Data, Application, and Technology Architectures: Detailed plans that align closely with business objectives.
- Implementation and Migration Plans: These are developed to move from current to future state.
- Governance and Management Framework: Ongoing management and governance structures are defined.
The TOGAF ADM (Architecture Development Method) provides a tested and repeatable process for developing architectures, making it easier to align technology with business goals.
The Zachman Framework offers a disciplined approach to defining an enterprise architecture within six distinct perspectives: Planner, Owner, Designer, Builder, Subcontractor, and Functioning Enterprise. Each perspective must consider Data, Function, Network, People, Time, and Motivation, providing a holistic view of the enterprise. Zachman excels at helping businesses understand and communicate complex architectural principles, which is crucial for aligning business and IT strategies.
While TOGAF and Zachman provide comprehensive views of enterprise architecture, Business architects and business architecture focus on the business strategy, governance, organization, and key business processes within an enterprise. By clearly defining the business strategy and aligning it with the domains of the business, it aids in identifying the technologies needed to support that strategy. This ensures that the technology roadmap is rooted in the actual needs and objectives of the business, rather than being a standalone entity. in smaller organizations the business architect might be also the chief architect and at larger organizations responsibilities might be split up into business architects, product managers, business engagement managers etc. but it is still important to roll up to an architecture organizations that manages the end to end technology roadmap vision across pillars and business functions.
While not an enterprise architecture framework, the Agile Manifesto provides valuable principles for developing a technology roadmap. It emphasizes flexibility, collaboration, and customer-centricity, which are vital for any digital transformation initiative. Agile methodologies like Scrum, SAFe, and LeSS offer practical techniques for implementing these principles, providing a more flexible and responsive approach to technology roadmap development.
Other Architecture Frameworks
- FEAF (Federal Enterprise Architecture Framework): Particularly useful for governmental organizations.
- DoDAF (Department of Defense Architecture Framework): Well-suited for military and defense organizations.
- MODAF (Ministry of Defence Architecture Framework): Used primarily in the UK’s defense sector.
Success Metrics for Roadmap Alignment
- Maturity Levels: Assessing the maturity level of each architectural component in terms of its alignment with business objectives.
- Gap Analysis: A thorough gap analysis can reveal how well the current architecture supports the future state defined in the business strategy.
- ROI on Architectural Investments: Measuring the return on investment for each architectural component can indicate how well it aligns with business objectives.
By leveraging these frameworks and methodologies, organizations can develop a technology roadmap that is not only robust but also closely aligned with business objectives. This ensures that each technology initiative is strategically positioned to offer maximum value, thereby increasing the likelihood of digital transformation success.
Comprehensive Planning: The Cornerstone of Success
Comprehensive planning serves as the blueprint for digital transformation, setting the trajectory for how your organization will evolve. It is the stage where vision turns into actionable steps, where goals become programs, and where strategy takes form as specific projects. This planning is not just a one-time event but a cyclical process that revisits and revises plans as the landscape changes.
Change management is an essential part of planning because digital transformation inevitably results in shifts—whether in technology, job roles, or business processes. Popular models like Kotter’s 8-Step Change Model or the ADKAR Model (Awareness, Desire, Knowledge, Ability, and Reinforcement) provide structured approaches for helping employees through the change.
Building Coalitions and Stakeholder Management
Garnering support from key stakeholders, including board members, senior management, and employees, is crucial for the success of the digital transformation journey.
Leveraging Partners and KPIs in Roadmap Planning
Strategic partnerships can provide the technical expertise and resources needed to implement your digital transformation plans. Key Performance Indicators (KPIs) like ROI, Return on Risk Mitigation (ROM), and operational efficiencies serve as quantifiable metrics to prioritize programs.
Balancing Long-term Vision with Short-term Deliverables: The Art of Strategic Agility
The digital transformation journey is akin to running a marathon at a sprinter’s pace. On one hand, there’s a long-term vision that aims to redefine the business landscape, create disruptive innovations, and achieve sustainable growth. On the other, there are immediate challenges and opportunities that require swift actions and deliverables. The real challenge lies in ensuring that these short-term actions contribute to, rather than detract from, the long-term vision. This balance is what we refer to as strategic agility.
Leveraging Agile Methodologies
The Agile Manifesto, with its emphasis on customer collaboration, adaptive planning, and responsiveness to change, offers a robust framework for balancing the long-term and short-term aspects of digital transformation.
Breaking Down Large Programs
Large transformational programs can be intimidating and hard to manage. Agile methodologies offer various techniques to break these down into manageable parts:
- Epics: High-level initiatives that are too large to be completed in a single sprint and are broken down into smaller user stories.
- Sprints: Short, time-boxed periods where specific tasks are completed.
- PI (Program Increments): A specific timeframe during which an Agile Release Train delivers incremental value in the form of working, tested software and systems. Used mainly in SAFe.
Objectives and Key Results (OKRs)
OKRs help in setting and communicating strategic objectives and measuring their achievement. They are excellent tools for ensuring that short-term activities align with the long-term goals. OKRs are usually set at various organizational levels, creating a hierarchy of aligned objectives.
The Shift from Projects to Continuous Improvement: Cultivating a Culture of Perpetual Evolution
In the traditional business paradigm, the focus was often on projects—discrete, well-defined initiatives with specific goals, budgets, and timelines. While projects are essential for achieving particular objectives, they can sometimes be limiting when it comes to digital transformation. That’s because digital transformation is not a one-off endeavor but a continuous journey that calls for a sustained commitment to improvement. Here, the shift from thinking in terms of projects to adopting a mindset of continuous improvement becomes crucial.
Managing Deliverables as Products vs Projects: A Paradigm Shift for Digital Transformation
The terms “products” and “projects” are often used interchangeably in business discussions, but they represent two fundamentally different approaches to work, especially in the context of digital transformation. The choice between managing deliverables as products versus projects can have a profound impact on the organization’s agility, customer focus, and overall success in its digital transformation journey.
Traditional Project Management
- Finite Lifecycle: Projects have a defined beginning and end. Once the project is completed, the team is often disbanded, and resources are reallocated.
- Goal-Oriented: The focus is on achieving specific objectives, often within a fixed timeframe and budget.
- Governance: Typically involves a structured methodology, with roles, responsibilities, and processes clearly defined.
- Success Metrics: Often measured in terms of on-time delivery, staying within budget, and meeting the project’s predefined objectives.
- Ownership: Usually owned by a project manager, who is responsible for ensuring that the project meets its goals and is completed on time and within budget.
- Infinite Lifecycle: Products are ongoing and evolve over time. The work doesn’t stop when the product is launched; it continues through iterations based on customer feedback and changing market conditions.
- Customer-Centric: The focus is on satisfying customer needs and delivering value over the long term, not just meeting short-term objectives.
- Agility: Product management is often more flexible and responsive to changes in market conditions, technology, and customer preferences.
- Success Metrics: Metrics such as customer satisfaction, user engagement, and lifetime value are more important than budget and timelines.
- Ownership: Usually owned by a product manager or product owner, who considers not just the completion of tasks but also the overall health and success of the product.
- Timeframe: Projects are temporary endeavors, while products require ongoing attention and development.
- Focus: Projects are often internally focused, aimed at achieving specific internal goals. In contrast, products are externally focused, designed to meet ongoing customer needs.
- Value Creation: In project management, value is often delivered in a “big bang” at the end, whereas product management aims for continuous value delivery.
- Resource Allocation: In project management, resources are often released upon project completion. In product management, the same team often stays with the product, gaining deep expertise over time.
- Adaptability: Product management is generally more adaptive, given its focus on long-term customer needs and changing market dynamics.
Why the Shift is Important in Digital Transformation
- Sustainability: Digital transformation is a long-term commitment. Managing it as a product ensures ongoing focus and improvement.
- Alignment with Customer Needs: As digital transformation aims to enhance customer experience, a product mindset—focused on customer needs—aligns better with this objective.
- Resource Continuity: The continuity of team members who stay with the product ensures that knowledge and expertise are retained, contributing to long-term success.
- Business Agility: The product approach is more adaptable to change, a crucial attribute for succeeding in digital transformation.
In the era of digital transformation, the shift from managing deliverables as projects to products is more than a semantic change; it’s a paradigm shift. This shift aligns better with the agile, customer-centric, and adaptive nature that digital transformation demands, making it a crucial consideration for organizations embarking on this journey.
The CDO TIMES Bottom Line: A New Paradigm for Digital Transformation – The Journey is the Destination
In the era of digitization, transformation is not a project; it’s a perpetual journey. The landscape of business is evolving faster than ever, driven by technology, consumer expectations, and global market dynamics. Digital transformation can no longer be seen as a one-off project but must be integrated into the very DNA of an organization. This shift requires a deep-seated change in mindset—from viewing transformation as a finite project to embracing it as an ongoing process of evolution.
The Nine Pillars of Digital Transformation lay down a comprehensive blueprint for this journey. From data strategy to AI, every pillar is crucial and interconnected. Adopting established frameworks like TOGAF or Agile methodologies can help align your technology roadmap with your corporate vision, ensuring that your transformation journey is not just technologically sound but also strategically aligned.
However, strategy and technology alone are insufficient. A focus on comprehensive planning—encompassing change management, stakeholder engagement, and metrics-driven evaluation—stands as the cornerstone of digital transformation success. Balancing long-term vision with short-term deliverables is essential, and Agile methodologies offer a flexible framework to achieve this balance. Moreover, the shift from managing deliverables as projects to a continuous improvement approach fosters a culture of ongoing evolution, which is crucial in today’s ever-changing environment.
The bottom line is that digital transformation is not a destination but an ongoing journey, an odyssey of never-ending evolution. It demands a holistic approach, involving not just technology but also strategy, people, and processes. The companies that will thrive in this new digital age are those that understand this fundamental truth and embed a spirit of continuous improvement into their organizational DNA. So, whether you’re a CDO, CIO, or any other executive responsible for driving digital transformation, remember that the journey you’re embarking on has no final stop, only new horizons to explore.
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In this context, the expertise of CDO TIMES becomes indispensable for organizations striving to stay ahead in the digital transformation journey. Here are some compelling reasons to engage their experts:
- Deep Expertise: CDO TIMES has a team of experts with deep expertise in the field of Digital, Data and AI and its integration into business processes. This knowledge ensures that your organization can leverage digital and AI in the most optimal and innovative ways.
- Strategic Insight: Not only can the CDO TIMES team help develop a Digital & AI strategy, but they can also provide insights into how this strategy fits into your overall business model and objectives. They understand that every business is unique, and so should be its Digital & AI strategy.
- Future-Proofing: With CDO TIMES, organizations can ensure they are future-proofed against rapid technological changes. Their experts stay abreast of the latest AI advancements and can guide your organization to adapt and evolve as the technology does.
- Risk Management: Implementing a Digital & AI strategy is not without its risks. The CDO TIMES can help identify potential pitfalls and develop mitigation strategies, helping you avoid costly mistakes and ensuring a smooth transition.
- Competitive Advantage: Finally, by hiring CDO TIMES experts, you are investing in a competitive advantage. Their expertise can help you speed up your innovation processes, bring products to market faster, and stay ahead of your competitors.
By employing the expertise of CDO TIMES, organizations can navigate the complexities of digital innovation with greater confidence and foresight, setting themselves up for success in the rapidly evolving digital economy. The future is digital, and with CDO TIMES, you’ll be well-equipped to lead in this new frontier.
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