enterprises that embrace digital transformation across business units will outperform their competitors within two years. Moreover, three-quarters say that the new wave of digital technologies is fundamentally changing the way that finance functions operate. And yet half of buyers are not satisfied with the current impact of digital technologies on their F&A processes. This highlights important challenges for CFOs as their roles change. There are three fundamental challenges to successfully implement digital transformation in the finance function. They must establish talented teams; understand, select and implement the most appropriate technologies; while also re-defining their traditional roles.” Digital technology is fundamentally changing customers’ behaviour and business models which is both a threat and an opportunity if we can we foresee the next evolution.” Digital technology is fundamentally changing customers’ behaviour and business models, which is both a threat and an opportunity if we can foresee the next evolution.” He adds that talent management is a key part of this challenge: “Every high-performance business needs to be able to attract, retain, develop and motivate high-performance individuals while also establishing a connection with the brand.” companies are wasting nearly $400 billion per year on digital initiatives that do not generate the expected return on investment. This is largely because digital technologies are adopted sporadically and at different interfaces of the business rather than holistically and end to end.