One decade into the 4th Industrial Revolution, we've seen amazing progress in digital transformation. Cyber-physical systems are abundant across all sectors of manufacturing and the Industrial Internet of Things has provided interconnectivity across devices. These innovations have driven improvements in process performance, equipment reliability, safe operations, and regulatory relations. While progress has been real, true IT/OT convergence has remained frustratingly out of reach. Machine learning is underutilized in industrial contexts, "Digital Twin" is planted firmly in Gartner's 'Trough of Disillusionment', and in most plants engineers cannot reliably find the data they are looking for. Drawing on his internal review of Accenture's most innovative 4IR projects, Zev Arnold presents the most common challenges to industrial transformation, strategies that technology organizations can take to address them, and why the AVEVA PI System has so consistently been correlated with success.