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 PlanOnAPage 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 decisionmaking. 

When we shared the Plan On A Page with the ecosystem, we created consistency around goals, around performance metrics, and how we really make decisions together to achieve our company objectives.

Patrick Xhonneux
Senior VP for marketing in EMEA and APAC, SAS