With automation and continuous delivery blurring the borders between testers and developers, where does the quality go? There is a need of a fresh approach on quality and how to lead it. We see the shift in the responsibilities of the QA managers from line management to a more complex role including test strategy definition and development processes support. It also includes research, proof of concepts and development of the underlying frameworks to implement the strategies. What are Testing Centers of Excellence? We will see how this new fancy phrase has different implementations in the software companies, but all having the same goal – defining a quality-centered culture and bringing the right people to lead it to success.