## What’s important to the transformation leader in 2025: PwC

### How can you align disconnected priorities for sustainable growth?

For many businesses, transformation is critical for growth. Yet aligning disconnected initiatives and priorities can be challenging. As chief transformation officer, you may even juggle dual roles, leading enterprise initiatives while managing a business function. Regardless, you need to engage your organization in developing efficient ways of working, prioritizing new tech and upskilling. Failed transformations have a cost, impacting trust and market share. But when people, processes and infrastructure are in sync, improved outcomes, ROI and agility should follow.

### In the spotlight

### GenAI: the key to business transformation?

Generative AI (GenAI) is changing the transformation agenda. US CEOs in PwC’s 28th Annual Global CEO Survey say they expect GenAI to fundamentally alter how businesses compete and create value. As CEO expectations rise, transformation leaders can step forward as a galvanizing leader to fast-track key tech investments and employee innovation.

### More insights

#### Strategy and growth

##### Drive agility to boost productivity

Volatile economic environments too often lead to a focus on immediate needs. Your role is instrumental to prioritizing what matters most: sustainable outcomes. By embracing continual change, you can pivot quickly while addressing the global issues your stakeholders care most about.

**What does it take to be outcomes obsessed?** Start by identifying your business’s purpose and place in the value chain. Determine the challenges your company wants to address and develop a clear value proposition, leveraging the latest tech, like generative AI, to deliver the experiences your customers seek. Work with your CHRO to build a  leaders and employees to embrace change. A managed services model may also be a viable option to help increase agility at scale.

**Additional ways to drive agility to boost productivity**

##### Strategy and growth

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How do you measure the success of business transformation? Explore the need for ongoing transformation of business, operating and technology models.

##### Strategy and growth

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Learn how top-performing companies excel by improving performance elements, harmonizing practices and capturing significant profit and growth premiums.

##### Data and analytics

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A large gas station chain tapped into PwC's powerful analytics solution Analytics Foundation, built on Microsoft Azure, to compete in the market.

#### Technology

##### Pursue reinvention through digital innovation

As a member of the executive team, the transformation leader is expected to help lead the reimagining of your organization. Reinventing business models often requires accelerating tech investments and supporting your workforce with digital upskilling.

**Working across your leadership team also is essential.** Develop a cloud-powered strategy with your CIO to align planning and budgeting. Explore R&D credits with your tax leader to open opportunities to fund crucial technology advancements. And as risks emerge, keeping your CRO and other C-suite peers informed confirms that challenges are addressed collectively, promoting a more cohesive and proactive approach.

**Additional ways to pursue reinvention through digital innovation**

##### Technology

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Find out how to create measurable outcomes and value through digital transformation.

##### Cloud engineering

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How is next-generation cloud redefining outcomes and organizations? PwC's 2024 Cloud and AI Survey reveals what it takes to compete in an AI economy.

##### Artificial intelligence

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Unlock the full potential of artificial intelligence at scale — in a way that builds trust.

#### Customer experience

##### Elevate customer and employee experiences

Connecting customer and employee experiences can be a huge opportunity for chief transformation officers. Distinctive and positive experiences are crucial for market differentiation and can significantly improve long-term loyalty — and recurring revenue streams.

For many executives, though, it can be challenging to have a pulse on what matters most in building loyalty. Work with your CMO, human resources leader and CEO to evolve your customer-centricity model from your brand strategy and purpose. Also remember that a strong customer experience doesn’t rely only on happy consumers. Understand how your employees feel and what points of interaction they have with customers, and empower your employees to take a data-driven approach to continuously improve the customer experience.

**Additional ways to elevate customer and employee experiences**

##### Customer experience

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Understand the role of AI in revolutionizing customer engagement, it's challenges and opportunities.

##### Transformation

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Learn how companies can solve customer challenges and deliver value — it starts with understanding what's important to your customers.

##### Workforce strategy

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Explore the five workforce signals leaders can act on to successfully drive their desired workforce transformation and business outcomes.

##### Workforce strategy

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Discover the trends in workplace change with PwC's Global Workforce Hopes and Fears Survey 2024. Explore six actions to engage workers to drive transformation.

#### Deals strategy and readiness

##### Transact to transform

Transformation leaders are rethinking how to drive profitable growth — reducing costs, increasing efficiency and delivering more value for shareholders. One big opportunity is proactive portfolio optimization to help deliver faster investment returns. That can allow the C-suite to make strategic and often tough decisions on operating models, business portfolios and standardization efforts.

Consider that the probability of a positive total shareholder return is 99.5% when companies proactively review their portfolios and are decisive in divesting certain businesses, according to . Balancing sustainable profitability with long-term growth should include consideration of mergers and acquisitions, divestitures, organizational structures and operational processes. Proactively reviewing how to improve your portfolio takes collective teamwork from your CEO, CFO, M&A teams and business development, just to name a few.

**Additional ways to transact to transform**

##### Deals strategy and readiness

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Executives can fund faster transformation and create value by using these three strategic approaches for high-stakes execution through deals.

##### Deals strategy and readiness

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How is next-generation cloud redefining outcomes and organizations? PwC's 2024 Cloud and AI Survey reveals what it takes to compete in an AI economy.

##### Deals strategy and readiness

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What are important considerations for business leaders seeking to accelerate transformation initiatives through M&A?

##### Deals oversight

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Companies that proactively review their portfolio and consider and complete divestitures via timely decision-making are more likely to create value.

#### Sustainability

##### Turn climate ambitions into action

With customers and employees increasingly eager to reward brands that share their values, leading companies should view climate investments as not just a business imperative but a key differentiator. To keep pace, look for opportunities to embed sustainability strategies across processes, culture and daily operations, and actively engage in discussions around the long-term business value that sustainability can provide.

Start with how each functional leader and department within your organization thinks and acts about climate initiatives — and how you can bring them together through a cohesive business strategy. Consider how you can collaborate on standards and frameworks across teams, or work with other functions to establish cloud-based measurement and tracking, as well as stakeholder reporting cadence and compliance.

**Additional ways to turn climate ambitions into action**

##### Sustainability

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Decarbonization can help companies increase revenue and lower costs — but many will fall short of their goals. Learn three ways to stay on track.

##### Sustainability

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Your resource for sustainability insights on strategy, reporting, energy demand, capital projects, tax policy, climate risk, regulatory updates and technology.

##### ESG reporting

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Europe’s CSRD is one of the latest global disclosure regulations revolutionizing ESG reporting.

##### Regulation and policy

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Technology can help you take advantage of ESG tax incentives and credits, like the Inflation Reduction Act, to advance the value of sustainability initiatives.

#### Explore executive insights

Identify the key focus areas of your colleagues.
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