How to optimise: This is not complex, just a little difficult. Any big project needs to be broken down into small pieces (sprints), where partnering and collaboration is fundamental. All software vendors have a different micro-speciality, meaning that it becomes a question of how to implement – work with the corporate, as well as with other solutions. It is no longer the case of one platform against another – there will be 100s that need to be integrated and be able to talk to each other to provide the services that the corporate requires. It is not new for the technology industry to collaborate – this is what SAAS already does: software vendors and IT providers are ingrained to talk to each other. The object is to realise the value of the data and it is wise to start to capture this prior to the commencement of the digital journey. This will unleash new viewpoints – realisations – value, that you did not conceive of, nor even imagine. It is imperative to define a strategy of what it is you are striving for, trying to achieve – ie, outcome. The bottom line is understand your needs, review IT all the time, as an ongoing process. In terms of emails, these already provide the data just extract it (Sedna) and then work out the value inherent in this!