Sam is a principal analyst whose research focuses on business and IT alignment, CMO and CIO collaboration, and the employee experience for IT teams and technology leaders as well as local and regional adoption of emerging technology and digital transformation. Sam has 20-plus years of strategic and tactical experience in the application of information and communications technology (ICT) to achieve modern digital business outcomes for large, complex organizations. He holds a Bachelor of Business in information systems with a specialized minor in marketing from Charles Darwin University and was a contributing author of the book, Service Orientation: Winning Strategies and Best Practices, published in 2006 by Cambridge University Press.