For several years here at Oracle, we've been on a journey-from a traditional vendor of licensed, on-premise software, to a provider of cloud services. A change in business model for a company our size is a huge undertaking, and we've had to re-examine every aspect of our business, from first-touch marketing to subscription renewal. Any service business needs to be customer-centric at every touchpoint, and leaders from many other companies have asked us, "How did you do it? How did you transform an entire business?