B2B Summit
North America

The 2025 B2B Return On Integration Honors showcase C-Level experts in organizations that have achieved strong product, marketing, sales, and customer engagement alignment, and as a result have improved company performance. 
 
Specific criteria include: 

• A focus on aligning product, marketing, sales, and customer engagement goals. 
• Demonstrated integration of product, marketing, sales, and customer engagement functions across the organization (must include two or more functions).
• Quantified outcome-based metrics to tell the story of success. 
   

A C-level representative for each Return on Integration winning company will be asked to join a keynote panel during B2B Summit. A complimentary ticket to the event will be provided for this individual. 

SAS, a global data and AI company dedicated to helping organizations make trusted decisions, transformed its marketing campaigns by adopting a customer-centric approach that amplifies “moments of truth” 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.

Anna Harper, Senior Director, Global Campaign Center

Wolters Kluwer Health, a leading solution provider for trusted clinical technology and evidence-based solutions across the care continuum, identified that engagement with non-clinical buyers was critical in demonstrating value for their 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.

Sara Larsen, Vice President, Marketing & Communications, Clinical Effectiveness

XPO, a leader in less-than-truckload (LTL) 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.

Anthony Hoereth, Senior Vice President, Sales

The 2025 B2B Programs Of The Year awards recognize outstanding achievements from organizations that have:

• Delivered outstanding achievements in product, marketing, sales, and customer engagement functions.
• Leveraged innovative frameworks and best practices to improve functional performance.  

Winners for the B2B Programs Of The Year Awards will be selected based on role (e.g., heads of marketing, sales, demand and ABM, portfolio marketing and product management, revenue operations, partner ecosystem marketing, customer engagement, and content strategy and operations). 

One representative for each Program of the Year winning company will be asked to join an interview-style break out session during B2B Summit. A complimentary ticket to the event will be provided for this individual. 

Conga — Customer Engagement Award Winner.

Conga will showcase its digital success program transformation that drove adoption, armed customers with tools to elevate themselves, and resulted in a double-digit increase in Net Promoter Score℠ (NPS) for select cohorts.

Nora O’Leary-Roseberry, Director, Digital Success

FreeWheel — Portfolio Marketing & Product Winner.

FreeWheel, a global technology platform for the TV advertising industry, will detail its integration and alignment of key product management and product marketing processes, with a focus on improving product-market fit and enhancing strategic launches.

Kim Girard, Head of Product Operations

Jeanne Brown VP, Portfolio Marketing

HCLTech — Content Strategy & Operations Award Winner.

HCLTech will share how it produces, delivers, and optimizes content through transformational AI-driven content operations and content intelligence.

Shimona Chadha, Vice President & Head Americas Vertical Marketing

Palo Alto Networks — Demand & ABM Award Winner.

Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.

Jeremy Schwartz, Senior Manager, Global Lead Management and Strategy

Lauren Daley, Director, Marketing Operations

TEKsystems — B2B Sales Award Winner.

TEKsystems will describe how it implemented a new, unified sales process, designed to better organize sales efforts, shorten sales cycle times, and improve win rates.

David Spires, Vice President, Sales Enablement & Operations

TriNet— Revenue Operations Winner.

TriNet will share how it revamped its sales development representative team by enhancing collaboration, follow-up timing, and prospecting efficiency through process, technology, reporting, and team structure improvements.

Erin Killian, Sales Business Development Manager

Anne Slough, Executive Director, Revenue Transformation

Workday — B2B Marketing Executives Award Winner.

Workday will reveal how it transformed its campaign framework to tap the power of the entire marketing organization, driving greater efficiency, collaboration, and message impact.

Cal Dubresson, Senior Vice President, Global Field and GTM Marketing