It’s finals week for the US Open, one of the most celebrated sports events in the world. Tennis is my favorite sport to watch as I’m fascinated by the strength, composure and endurance each player displays while standing by themselves on the court, sometimes during incredibly long matches – the current record is 11h05.

There’s no denying it: in today’s interconnected world, Application-to-Person (A2P) SMS notifications have become an integral part of our daily lives. Whether it’s receiving crucial banking alerts, getting updates from our favorite retailers, or even surfacing a notification from PagerDuty when your service is down–SMS keeps us informed and connected. But have you ever wondered about the intricacies behind this seemingly straightforward technology?

A critical partner in your supply chain just went down. An earthquake just hit your main operations hub. Breaking news about your organization just hit social media. Bad news first—there’s always another crisis or existential threat to your organization on the horizon. If you don’t have an established Crisis Response process and team in place, you’re running a high risk of failure.

Data has become the lifeblood of businesses, empowering organizations to make more informed decisions, drive innovation, and gain a competitive edge. McKinsey touts the benefits of adopting data-supported capabilities, referring to the various ways data is utilized to enable and enhance the functioning of an organization.