Forrester has long evangelized the importance of cross-functional B2B alignment. By working in lockstep, marketing, sales, customer success, and product teams can deliver on the promise of customer obsession and achieve growth faster. Our B2B Return On Integration (ROI) Honors, awarded each year at B2B Summit, recognize companies that have changed the trajectory of their company’s performance by aligning cross-functionality around buyer and customer needs. It’s no easy feat — and hearing these companies’ stories is always a highlight of my Summit experience.

Today, we’re thrilled to reveal the winners of this year’s B2B ROI Honors for North America. We received many great submissions this year, but the winners truly stood out for their level of customer focus, cross-functional integration, and business results. Leaders from the winning companies will share their transformation journeys on the main stage in Phoenix on April 2 at 9:45 a.m. It’s the perfect opportunity to hear firsthand how your peers overcame obstacles and achieved success by focusing on working together to meet buyer and customer needs.

While we hope you’ll join us at Summit to hear the full stories, here’s a quick preview:

SAS

A global data and AI company dedicated to helping organizations make trusted decisions, SAS transformed its marketing campaigns by adopting a customer-centric approach that amplifies “moments that matter” and by deepening integration between customer success, channel partner, and global and regional marketing teams. As a result, the company has improved customer satisfaction and advocacy while simultaneously increasing marketing’s contribution to sales pipeline across the customer lifecycle.

Wolters Kluwer Health

A leading solution provider for trusted clinical technology and evidence-based solutions across the care continuum, Wolters Kluwer Health identified that engagement with non-clinical buyers was critical in demonstrating value for its Clinical Effectiveness solutions. Based on in-depth research into these buyers’ challenges and needs, the Clinical Effectiveness team drove a transformational cross-departmental effort to evolve its value messaging, brand and product positioning, and go-to-market strategy. This has led to improved engagement with the buying committee, inbound inquiries, and media reach.

XPO

XPO, a leader in less-than-truckload freight transportation, responded to evolving customer needs by expanding its service offerings. A cross-functional team and customer-led strategy drove the launch of its new Premium Services — involving successful changes to the company’s product roadmap, marketing, pricing, demand generation, and business processes. Today, through targeted direct and digital outreach strategies, more than 3,000 shippers (and growing) use XPO’s Premium Services to solve their most complex shipping challenges.

Hear more from executives at these companies and their valuable lessons to apply to your own transformation at B2B Summit North America, happening March 31–April 3 in Phoenix. I hope to see you there!