This paper presents a framework for guiding organizations initiate and sustain digital transformation initiatives. Digital transformation is a long-term journey that an organization embarks on when it decides to question its practices in light of management, operation, and technology challenges. The guiding framework stresses out the importance of data in any digital transformation initiative by suggesting 4 stages referred to as collection, processing, storage, and dissemination. Because digital transformation could impact different areas of an organization for instance, business processes and business models, each stage suggests techniques to expose data. 2 case studies are adopted in the paper to illustrate how the guiding framework is put into action.