Virtual Roundtables Live Podcast artwork

Virtual Roundtables Live Podcast

66 episodes - English - Latest episode: about 2 years ago -

Virtual Roundtables Live brings together leading business professionals to discuss and debate the latest challenges in their industry.

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Episodes

CxO Panel Discussion: Trends Shaping the World of Intelligent Automation

June 21, 2022 13:00 - 32 minutes - 22.9 MB

Intelligent Automation seamlessly combines the power of AI chatbots, RPA (Robotic Process Automation), and IDP (Intelligent Document Processing), facilitating smarter and faster workflows, resulting in much greater business efficiency. The market shift to Intelligent Automation is already well underway, with companies eager to embrace digital transformation to get back on their feet and create a future-proof strategy.  Join Laiye International's CEO, Ronen Lamdan, IA Thought Leader, Pascal...

Speaking with Aker Solutions' VP of Transformation, Nada Ahmed

September 27, 2021 09:00 - 28 minutes - 19.8 MB

Recently we sat down with Nada Ahmed, the Vice President of Transformation at Aker Solutions. Nada was featured in the 2020 list of Top 50 Women in Technology in Norway and shares some valuable insights with regards to her career in technology and transformation.  Aker Solutions delivers integrated solutions, products and services to the global energy industry. They enable low-carbon oil and gas production and develop renewable solutions to meet future energy needs. By combining innovative ...

Speaking with Global Pharmaceutical Marketing Leader, Elisabeth Mostofi Nejad-Duernsteiner

September 13, 2021 09:00 - 31 minutes - 21.9 MB

We recently sat down with Elisabeth Mostofi Nejad-Duernsteiner, a Global Pharmaceutical Marketing Leader with a breadth of experience across a variety of therapeutic areas and regions around the world. She has a proven launch record with innovation and digital health and applies a patient-centric mindset with the vision to drive equity and equality to improve healthcare.  An Economist by trade, Elisabeth brings an alternative business approach to pharmaceutical marketing and starting in the...

Speaking with Head of IT and Business Systems at Satellite Applications Catapult, Leia Mills

August 27, 2021 09:00 - 25 minutes - 17.6 MB

Recently, we had the pleasure of speaking with the Head of IT and Business Systems at Satellite Applications Catapult, Leia Mills, about her career journey in the technology sector.  *Views and opinions expressed in this interview and article are personal to the interviewer and interviewee and are not those of Satellite Applications Catapult.

Speaking with iptiQ by Swiss Re's CTOO & Head of Tech, Bilge Mert

August 12, 2021 13:00 - 24 minutes - 16.5 MB

In this interview, CTOO and Head of Technology at iptiQ by Swiss Re, Bilge Mert discusses the challenges she has faced in her career but also the achievements she is most proud of. Holding several leadership positions throughout her career, Blige also shares her insights on what makes a great leader such as “creating a psychologically safe culture where you can fail and talk about failures” and curating diverse teams.

Speaking with Bosch UK's Head of Political Affairs & Government Relations, Eman Martin-Vignerte

July 29, 2021 13:00 - 18 minutes - 13 MB

Eman is a powerhouse in her industry, holding B.S and M.S. degrees in electrical and Medical engineering, six years of experience in Software and hardware engineering in the automotive industry she is also Vice-Chair at CBI Thames Valley and board member of Local enterprise partnership Buckinghamshire and sits on the advisory board for UK5G.  It was Eman’s father that inspired her to become an engineer. That inspiration paired with her passion for problem-solving was the catalyst that promp...

Speaking with JLL UK & Ireland's CMO, Francesco Federico

July 16, 2021 09:00 - 47 minutes - 32.7 MB

This week we sat down with Francesco Federico, CMO at JLL UK & Ireland to gain an insight into the career journey, challenges and ethos of a highly successful marketing leader.  For more than fifteen years, Francesco has had an international career working across marketing and communications for the likes of Vodafone, Acer and now JLL. An entrepreneur at heart, Francesco kicked off his career founding three digital businesses and provided consulting for Google and Sky. These commercially fo...

Speaking with Francesco Federico

July 16, 2021 09:00 - 47 minutes - 32.7 MB

This week we sat down with Francesco Federico, CMO and JLL UK & Ireland to gain an insight into the career journey, challenges and ethos of a highly successful marketing leader.  For more than fifteen years, Francesco has had an international career working across marketing and communications for the likes of Vodafone, Acer and now JLL. An entrepreneur at heart, Francesco kicked off his career founding three digital businesses and provided consulting for Google and Sky. These commercially f...

Speaking with Jonas Bengtson

July 06, 2021 14:00 - 36 minutes - 25.3 MB

Recently, we sat down with Senior Director at A. P. Moller – Maersk, and Head of Transformation and part of the Global Leadership Team at APM Terminals, Jonas Bengston. APM Terminals operates one of the world’s most comprehensive port and integrated inland service networks, which is uniquely positioned to help both shipping line and landside customers grow their business and achieve better supply chain efficiency, flexibility and dependability to compete and win in world markets.

Speaking with Senior Director at A. P. Moller – Maersk, and Head of Transformation, Jonas Bengtson

July 06, 2021 14:00 - 36 minutes - 25.3 MB

Recently, we sat down with Senior Director at A. P. Moller – Maersk, and Head of Transformation and part of the Global Leadership Team at APM Terminals, Jonas Bengston. APM Terminals operates one of the world’s most comprehensive port and integrated inland service networks, which is uniquely positioned to help both shipping line and landside customers grow their business and achieve better supply chain efficiency, flexibility and dependability to compete and win in world markets.

Speaking with Malaysia Airlines' Head of Marketing UK & Europe, Richard De Villa

June 28, 2021 10:00 - 25 minutes - 17.3 MB

We sat down with Richard De Villa, Head of Marketing UK & Europe at Malaysia Airlines, to discuss his career, his successes and the challenges he’s faced working within the travel industry during a global pandemic.  Richard is an experienced, ambitious, and driven marketing lead in the travel industry. With a 14+ year record of achievement in brand management, execution of multiple platform marketing campaigns, establishing/maintaining strong relationships with travel trade and media organi...

Speaking with Richard De Villa

June 28, 2021 10:00 - 25 minutes - 17.3 MB

We sat down with Richard De Villa, Head of Marketing UK & Europe at Malaysia Airlines, to discuss his career, his successes and the challenges he’s faced working within the travel industry during a global pandemic.  Richard is an experienced, ambitious, and driven marketing lead in the travel industry. With a 14+ year record of achievement in brand management, execution of multiple platform marketing campaigns, establishing/maintaining strong relationships with travel trade and media organi...

Speaking with Cecilia Munthe

June 23, 2021 14:00 - 22 minutes - 15.7 MB

Recently, we spoke with Star Stable Entertainment's Director of Player Safety and Customer Service, Cecilia Munthe. Star Stable Entertainment is the home of the #1 fastest-growing horse adventure game in the world - Star Stable Online. With over 21 million registered users, across 180 countries, and supported in 14 languages they aim to provide an expanding gaming and entertainment platform that fosters social connections, adventures, and creativity for an underserved community of gamers. ...

Speaking with Cecilia Munthe on her Journey

June 23, 2021 14:00 - 22 minutes - 15.7 MB

Recently, we spoke with Star Stable Entertainment's Director of Player Safety and Customer Service, Cecilia Munthe. Star Stable Entertainment is the home of the #1 fastest-growing horse adventure game in the world - Star Stable Online. With over 21 million registered users, across 180 countries, and supported in 14 languages they aim to provide an expanding gaming and entertainment platform that fosters social connections, adventures, and creativity for an underserved community of gamers. ...

Speaking with Star Stable Entertainment's Director of Player Safety and Customer Service, Cecilia Munthe

June 23, 2021 14:00 - 22 minutes - 15.7 MB

Recently, we spoke with Star Stable Entertainment's Director of Player Safety and Customer Service, Cecilia Munthe. Star Stable Entertainment is the home of the #1 fastest-growing horse adventure game in the world - Star Stable Online. With over 21 million registered users, across 180 countries, and supported in 14 languages they aim to provide an expanding gaming and entertainment platform that fosters social connections, adventures, and creativity for an underserved community of gamers. ...

Everything will be Internet and Cloud... eventually

June 04, 2021 14:00 - 14 minutes - 10.1 MB

Digital transformation is driving cloud adoption. When your global operations rely heavily on the cloud, there is nothing more alarming than poor connectivity and lack of security. How can enterprises skyrocket their internet experience and application performance?   Join Expereo in this experts panel discussion and learn how a global heating equipment solution provider achieved one global secure network with integrated security policy for all business units and countries. Moderator:  John ...

Why SOCs Fail

June 04, 2021 14:00 - 29 minutes - 20.5 MB

Billions of dollars are spent annually to set up SOCs across every industry and yet, according to RBS, 3,932 breaches were publicly reported in 2020 alone. Why are SOCs failing? Listen as former Gartner analyst and Exabeam Chief Strategy Officer, Gorka Sadowski, talks more about why SOCs are failing and the outcomes-based maturity model required to build cyber resilient organizations.   Key Learnings: Why an outcome-based approach is the only way for SOCs to offer effective coverage and prot...

Did Marc Pritchard Launch a Marketing Revolution? Find Out How Mass One-to-One is Becoming a Reality

June 04, 2021 13:00 - 28 minutes - 19.4 MB

There are 4.7 billion people online. And 4.1 billion of them are on social platforms. The trick to building a true one-to-one marketing program is to: discover what those billions of people are saying to you and about you, sort that unstructured data so it makes sense, and then engage appropriately. Join Grad to hear what mass one-to-one marketing is, why you need to add it to your strategy, and the 3 things you need to get started. Speaker: Grad Conn, Chief Experience Officer, Sprinklr

Securing the Software Supply Chain: Why cloud native apps require a different approach

June 04, 2021 13:00 - 31 minutes - 21.4 MB

We’ve seen this story play out in grand fashion over the last year: attackers are using the software supply chain to inject malicious artifacts into CI/CD pipelines and execute elaborate kill chains in production. Traditional software testing techniques are ill-equipped to detect these advanced threats that only initiate during runtime, and cloud native ecosystems add multiple layers of complexity. Now, today’s best practices for DevSecOps all but oblige security teams to implement complete ...

The Future of CRE – Developing a Growth Mindset

June 04, 2021 13:00 - 24 minutes - 16.6 MB

As the world of work remains in turmoil, it has become clear that we will never go back to the way things were before. While companies are still debating whether and to which degree they will allow remote and flexible work, Corporate Real Estate needs to get ahead of the game. Speaker: - Sabine Ehm, Thought Leadership & Research Manager, Locatee

No more excuses: how the cloud keeps your data secure in an ever-changing workplace

June 03, 2021 09:00 - 26 minutes - 18 MB

They say hindsight’s a wonderful thing, but knowing what you know now - with your wins and failures of the last decade behind you - what would you do differently if you could press a wipe-clean button and restart how you keep your tech stack secure?  With big swathes of your teams and ecosystem now working flexibly, and with many set to stay that way, Brian Brackenborough, CISO at Channel 4, believes now is the time to act: “It's hard to think of any new business starting up these days with...

Be a Cybersecurity Champion: Tips for Passwordless Success

June 03, 2021 09:00 - 29 minutes - 20.5 MB

Passwordless has gone from a trending topic in information security to a board room priority. Organizations are not only trying to reduce the security risks associated with passwords but also seeking to improve employee productivity and customer retention. With recent advancements in technology, passwordless solutions are more accessible than ever before. Join Ping Identity’s Executive Advisor for a candid discussion, filled with real-life examples and anecdotes, on the considerations and c...

What is a Meeting Space?

June 03, 2021 09:00 - 34 minutes - 24.1 MB

A discussion around how people interact within meeting spaces whether at home, remotely or in the office.  Plus a look at the latest market trends, insights and challenges affecting working environments and the Logitech collaboration solutions available today. Speaker: Toby Lewis - Senior Manager, Collaboration Strategy - Logitech

Welcome to the New Era in Experience

June 03, 2021 09:00 - 25 minutes - 17.3 MB

The last year has brought about changes so sweeping that we cannot even comprehend the full magnitude of them – still, we recognise that just about everything has changed. And we, as brands and business leaders have changed too – from the way we work to the way we connect with customers and colleagues, and the way we create and deliver experiences in this new, digital-first era. Together with the London School of Economics (LSE) – one of the world’s most prestigious business schools – Adobe...

Thriving in a Digital First World

June 03, 2021 09:00 - 20 minutes - 14 MB

Join this session to discover how to create exceptional experiences in a digital-first world. Learn the common pitfalls that brands experience and how to avoid them and discover what some of the world’s leading brands are doing to thrive in a constantly evolving market. Speaker: Daniel Hansens - Head of Product Marketing, Content Solutions - Adobe

Driving CX Innovation with CIAM to Deliver Competitive Advantage

June 03, 2021 09:00 - 20 minutes - 14.1 MB

In today’s digital-first world, customer experience (CX) is the new battleground. Is your brand’s CX original enough to generate business value? In this session, we will talk through the requirements of what makes a customer experience “innovative” and how you can evaluate your brand’s CX. It will also address the next steps to take in your organization’s journey, to enhance digital experiences with identity to provide business impact. Speaker: Richard Bird, Chief Customer Information Offic...

Engaging Your Lines of Business for Information Security Initiatives

June 03, 2021 09:00 - 20 minutes - 14 MB

Security cannot be done in a silo. The extent and nature of data shared across lines of business both internally and externally fuels system and organizational vulnerabilities. GRC must transcend the traditional lines of defence, specifically risk managers and audit professionals. What can businesses do to better align key stakeholders? How can businesses incorporate Security by Design process and practices and where can technology support with structured data sets and automation? In this se...

Engaging Your Lines of Business for Information Security Initiatives

June 03, 2021 09:00 - 20 minutes - 14 MB

Security cannot be done in a silo. The extent and nature of data shared across lines of business both internally and externally fuels system and organizational vulnerabilities. GRC must transcend the traditional lines of defence, specifically risk managers and audit professionals. What can businesses do to better align key stakeholders? How can businesses incorporate Security by Design process and practices and where can technology support with structured data sets and automation? In this se...

Digital Transformation: Breaking Down Barriers

March 15, 2021 11:00 - 59 minutes - 40.6 MB

Our panel of experts will discuss how businesses have had to strategically adapt quickly to a changing business landscape, and how they foresee their continued transformation into 2021 and beyond. Just months into a new decade, businesses have been forced to rethink plans. The global pandemic has acted as the catalyst for urgent bandwidth upgrades, a massive expansion of digital channels and the prioritization of secure remote access. Yet the pace of change is only accelerating. It’s diffic...

Reducing OPEX with Digital Transformation

March 04, 2021 10:00 - 1 hour - 54.3 MB

In any economic environment, especially a post COVID world, there is always a mandate to reduce Operating Expenses.  And whilst all the usual places have already been looked at, there always seems to be untapped parts of the business that are extremely difficult to document or uncover.  Now more than ever, it's imperative to understand your current state with respect to processes, so you can uncover inefficiencies across your enterprise.  In this Virtual Roundtable Live, we discuss the inn...

Case Study: How Five Guys Reduced Their Invoice Processing Time By 50%

February 01, 2021 14:00 - 58 minutes - 40.3 MB

This deep-dive session looks into the methods and implementations that Five Guys used to reduce their invoice processing time by 50%, followed by a demonstration of the software that helped them achieve this. This session will help you if your organisation has: High invoice processing costs and difficulty processing documents quickly enough to avoid penalties. Invoices coming from multiple locations and in multiple formats leading to duplicate payments, lost documents, higher risk of frau...

Scaling your IoT Solution in a Volatile Landscape

February 01, 2021 12:00 - 1 hour - 47.9 MB

So you’ve got a great connected solution, and now you want to scale. Companies with small-scale or regional deployments are often surprised to realize their cellular connectivity provider can’t scale with them. Managing a few hundred or even a few thousand connected devices is a very different endeavour from managing tens or hundreds of thousands of devices. The provider that helped get your business off the ground isn’t necessarily the one that will help you reach your growth targets. Our...

Wellbeing - Powering Human Experience in the Workplace

January 15, 2021 14:00 - 42 minutes - 29.3 MB

Moderator: David McGoldrick, Chief People Officer, Comfort Keepers Panellist:  Pauline Prow, HR Director, Hitachi Rail Europe Panellist:  Sarah Sturton, Organisation Development Director, Nomad Foods Panellist:  Leigh Fyffe, Head of Estates and Facilities Transformation, Royal London Panellist:  Paul Knowland, VP RE Europe Middle East Africa, Shell International Ltd A workplace is so much more than bricks and mortar. A dynamic and thriving workplace is one that supports a business and its p...

The new CISO

January 15, 2021 14:00 - 42 minutes - 29.3 MB

Moderator: Bryan Littlefair, CEO - Cambridge Security Advisors Speaker: John Wallworth, IT Security Leader - Virgin Care Speaker: Mahbubul Islam, Head of Government Transformation - Government Digital Service Speaker: John Rouffas, CISO - Go Ahead Plc In a rapidly evolving digital world, the CISO role has also evolved. Cybersecurity is a concern at the highest enterprise-level and CISOs are taking on stronger leadership roles in response: setting cyber risk strategy and integrating with the...

Life is a Game with Ian Livingstone

January 14, 2021 11:00 - 30 minutes - 21 MB

Ian Livingstone CBE, Co-Founder & English Fantasy Author gives an entertaining and visual account of his struggles as an entrepreneur in the 1970s when he and Steve Jackson set up Games Workshop, launched Dungeons & Dragons in Europe, and wrote the multi-million selling Fighting Fantasy gamebooks series. From analogue to digital, he will give a brief history of computer games, past, present and future, including the story of Lara Croft: Tomb Raider. He will conclude with how video games and ...

Life is a Game with Ian Livingstone

January 14, 2021 11:00 - 30 minutes - 21 MB

Ian Livingstone CBE, Co-Founder & English Fantasy Author gives an entertaining and visual account of his struggles as an entrepreneur in the 1970s when he and Steve Jackson set up Games Workshop, launched Dungeons & Dragons in Europe, and wrote the multi-million selling Fighting Fantasy gamebooks series. From analogue to digital, he will give a brief history of computer games, past, present and future, including the story of Lara Croft: Tomb Raider. He will conclude with how video games and ...

The Customer is King

January 13, 2021 16:00 - 35 minutes - 24.7 MB

The growth in consumer data can be a goldmine…or a minefield. The business landscape of today is data-rich and continuously evolving in efforts to respond to the influx of insights coming from multiple and varying outlets. The customer’s voice is the loudest it has ever been. With this being said, the opportunity to personalise and create targeted approaches and more memorable campaigns should be at the forefront of every marketer's mind. However, the challenges around GDPR laws make certa...

The Blueprint for the Best-of-Breed Digital Workplace

January 04, 2021 15:00 - 28 minutes - 19.6 MB

Speaker: Kim Harris, Director of PreSales Engineering, Box Speaker: John Sullivan, CIO, Virgin Trains Every company knows they need to “go digital,” but it’s not easy. Kim Harris, Director of PreSales Engineering at Box, joined by John Sullivan, CIO of Virgin Trains, share their blueprint for the deep cultural, organisational and technological changes demanded by the future of work. From collaboration to AI to building a best-of-breed workplace.

Keeping your business safe in a Cloud World

January 04, 2021 15:00 - 28 minutes - 19.9 MB

Speaker: Matt Stevens, Chrome Enterprise Sales Lead, Google Chrome Enterprise With enterprises more targeted by malicious attacks than ever before, IT needs to ensure they are using the right tools to keep their company's data secure. In this session, attendees learn about the many differentiating features of Chromebooks around security, and what really helps Chromebooks stand out from the pack.

The Future of GenZ & Millennial Audiences

January 04, 2021 15:00 - 23 minutes - 16.6 MB

Speaker: Georgios Chiotis, Brand & Marketing Director, Scape What is a Tik Tok and do you need to be on it? Millennials, Xcenials and Gen Z’ers – same difference? In this session, we will look at what makes Millennials and Gen Z tick, how to inject purpose in youth marketing and how to increase Millennial and Gen Z engagement. This masterclass will: - Establish the two audiences & their differences - Define the 5 pillars of youth marketing - Leave with 3 key take-aways to future-proof your...

How to Create Real Operation Resilience Together

December 17, 2020 13:00 - 1 hour - 51.1 MB

Too many companies key services go down and cannot be recovered at the speed to meet their business need, often not considering their appetite for business risk or reflecting their IT Risk stance. Consider the retailer who wants their website back up in 5 minutes and yet they have an 8 hour SLA on the hardware and a 16-hour database rebuild. The impact from outages is real and is often both human and financial. The harsh reality is that we are unable to travel, unable to access money, and e...

Cutting Through the Noise with a Challenger Brand

December 17, 2020 13:00 - 17 minutes - 12.2 MB

Speaker: Leor Franks, CMO, Augusta Ventures The annual World Economic Forum meeting in Davos is perhaps the ultimate B2B marketing opportunity, attracting a great concentration of corporate leaders. But with numerous global organisations from Google to Deloitte saturating every channel, and with strict rules on activity, how to cut through when you don’t have big budgets and a big brand? From experience of launching content, running 15 events and attracting hundreds of Davos delegates on ...

Delivering Winning Distributor & Customer Service Experience

December 17, 2020 13:00 - 27 minutes - 19.2 MB

Imran Zaman - CMO - Amway To ensure continued sustainable growth, it’s so simple as giving our customers the products that they want to buy, but also ensuring that the experience they have with our distributor force is as good, if not better than what they expect. The challenge to marketing is how do we manage this with the knowledge that not all markets & customers are the same across the globe based on their sophistication level. So, having an Enterprise Portfolio Strategy is a must ...

The GSK Workplace - Performance Hub

December 17, 2020 13:00 - 22 minutes - 15.9 MB

Topic: The GSK Workplace - Performance Hub Speaker: Chris Higgins, Head of Strategic Deployment, Worldwide Real Estate & Facilities, GSK

How does FM & Maintenance Software Need to Change to Support Evolving Facilities Teams

December 01, 2020 11:00 - 56 minutes - 39.1 MB

Technology has always played a part in the world of buildings and CAFM was born in the 1960s, so why is it, that some businesses are still not using technology to support the delivery of great building maintenance and manage compliance. Research shows that FM teams are still finding Facilities Software BMMS, CMMS, CAFM difficult to use, this doesn’t need to be the case. We have not been trained to use Facebook, LinkedIn, get our online weekly shop, or buy clothes. So why is it that the faci...

The Future of Customer Experience & Digital Onboarding

November 30, 2020 16:00 - 1 hour - 50.8 MB

Today, more customers than ever are shifting to digital. Even late adopters of the digital trend in 2019 are being forced to use digital in 2020. That means that organisations must prioritise their digital experiences. Digital strategies may involve both enhancing existing applications and building new digital interactions. In this new, fast-paced digital world, ensuring security, agility and extraordinary customer experiences are all critical. The way you choose to implement customer ident...

The Role of Cyber Threat Intelligence (CTI) in a Cyber Security Strategy

November 26, 2020 15:00 - 25 minutes - 17.5 MB

Speaker: Barry Richardson, Head of Information Security, NHS Blood and Transplant This session will be a loose foray into why CTI is so important to today’s organisations where the Internet has given all sorts of innovations and efficiencies, but where the Organisation is more exposed than ever to Cyber-crime. By socialising and nurturing awareness, I hope to demonstrate how an organisation can actively reduce its’ attractiveness as a target and thus become more ‘safe’.

Driving tangible benefits through a full-lifecycle digital twin approach

November 26, 2020 12:00 - 20 minutes - 14.1 MB

Digital twins are rapidly becoming perceived as must-haves in all industry sectors. As digital replicas of real-world assets, the potential benefits are easy to grasp: a direct application of computing power to complex, tangible problems in the physical world. Useful across industries, they can bring greater accuracy, control and predictability to a range of challenges. The global digital twin market was valued at USD $3.8bn in 2019 and is expected to reach USD $35.8bn by 2025. Half of all ...

Corporate Real Estate as a Brand - Telling the Story

November 26, 2020 12:00 - 22 minutes - 15.5 MB

Does Corporate Real Estate as a "brand" really work for us in the 21st century? This talk explores the extent to which the advances in the function are potentially held back by our traditional image. The modern environment requires far more than real estate- bricks and mortar. Is the profession more about asset management or perhaps even facilitators of employee attraction, retention and productivity? Should our branding and the narrative we articulate through "storytelling" better reflec...

Who is the Weakest Link in Your Security Supply Chain?

November 26, 2020 11:00 - 21 minutes - 15.1 MB

We all rely on suppliers to deliver products, systems and services, some more than others. Some supply chains can be very large and complex but understanding your supply chain and how to focus your attention can help address some key vulnerabilities in your estate. In this session, we will explore the risks present from supply chains, and how, by utilising a holistic approach to supply chain cybersecurity, you can address the majority of vulnerabilities and easily identify where your attent...