As companies digitize and integrate their enterprise and implement advanced analytics, they are learning that collaboration is the key to market leadership. Collaborative channel relationships are transforming the buyer-seller relationship from transactional to strategic. Working together to integrate and share process information, partners experience performance improvement by focusing on the least landed cost at every point in the channel versus leveraging price. Regulatory compliance for track, trace and authentication can only be realized through digitization. -Rich Sherman, Senior Fellow, Supply Chain Centre of Excellence, Tata Consultancy Services