We continue to see talent acquisition and upskilling for future and current digital skills continue to be the biggest challenge within the GBSOs. On the other side, while most organizations continue to focus on KPIs and traditional governance, with expanding scope, the need for customer engagement is changing. We will explore how the two sides of the brand context interact and have been successfully leveraged by organizations to make an impact on their image as an ‘Exciting place to be’ within the broader enterprise. We will look to learn from the leaders and understand how these strategies can be leveraged across other enterprises irrespective of their position on the maturity continuum.