How SAS Aligned Marketing And Sales

As a marketing leader in a sales-led organization, Patrick Xhonneux, SAS’s senior VP for marketing in EMEA and APAC, wanted to show how marketing could accelerate sales efforts. He worked with Forrester to tightly align the two functions through the Forrester Plan–On–A–Page methodology. In this video, Xhonneux describes how Forrester also helped him through guidance sessions and team training, resulting in strong cross-functional alignment around goals, performance metrics, and decision–making.