SAS recognized for driving cross-functional integration and sharpening its focus on customer and buyer needs to drive company growth
CARY, N.C., March 25, 2025 /PRNewswire/ — SAS has been named a winner of Forrester’s 2025 B2B Return On Integration (ROI) Honors. The honors are awarded to organizations that have changed the trajectory of their company’s performance by aligning cross-functionality around buyer and customer needs. SAS, a global leader in data and AI, will be among the honorees recognized at B2B Summit North America, taking place in Phoenix and digitally, March 31–April 3, 2025.
SAS was recognized for transforming its marketing campaigns by adopting a customer-centric approach that amplifies “moments that matter” improving customer satisfaction while increasing marketing’s contribution to the sales pipeline across the customer lifecycle.
“Realizing our aggressive growth and profitability goals required a stronger focus on the customer experience,” said Jenn Chase, Executive Vice President and Chief Marketing Officer at SAS. “By creating a global campaign center of cross-functional marketing teams in core areas, we have aligned reputation/awareness, customer engagement, and channel efforts with demand generation campaigns to achieve greater scale, impact, and agility. It’s also driven tighter integration across marketing, customer success, and channel partner functions.”
SAS’ marketing teams use its commercially sold technologies, SAS® Customer Intelligence 360 and SAS® Viya®, to power the Global Campaign Center. “SAS Viya and SAS Customer Intelligence 360 have been transformational in determining the right audiences to communicate with at each phase of their journey, creating the emails that will resonate the most, and measuring and assessing what’s working well and what’s not,” said Michele Eggers, Vice President of Marketing Shared Services. “We’re using data and AI to drive our decision making to achieve our company growth and profitability goals.”
“This year’s winners across the B2B Return On Integration Honors are leading examples of firms that have improved focus on buyer and customer needs to propel growth,” said Matthew Selheimer, VP and research director at Forrester in a February 2025 press release. “These award winners challenged the status quo and led transformation in their organizations to capitalize on changing buyer dynamics to deliver more value for customers and their businesses. We look forward to showcasing these successes at B2B Summit North America.”
At B2B Summit North America, ROI honorees will participate in the Keynote Panel: 2025 Return On Integration Award Winners, taking place on April 2nd, 2025, at 9:45 am MST. Anna Harper, Senior Director of Global Campaign Center at SAS, will discuss how SAS created customer impact and improved company performance by deepening integration between customer success, channel partner, and global and regional marketing teams. Forrester’s Chief Research Officer, Sharyn Leaver, and VP and Research Director, Matthew Selheimer, will moderate the panel.
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