Adobe, Citrix, Concur, SAP and Symantec Named Best in Sales and Marketing Integration

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Recipients of SiriusDecisions’ sixth annual Return on Integration (ROI) Awards honored at business-to-business leader’s 2012 Summit flagship event.

SiriusDecisions Summit 2012 Logo

SiriusDecisions Summit 2012, 22-24 May

Our Summit theme is ‘Growth Through Innovation,’ and these recipients have done a great job of putting that theme into practice — leveraging innovation in sales and marketing effectiveness to impact business growth.

SiriusDecisions, the world's leading source for business-to-business (b-to-b) sales and marketing best practice research and data, has named Adobe, Citrix, Concur, SAP and Symantec in Europe, Middle East and Africa (EMEA) as recipients of its sixth annual Return on Integration (ROI) Awards.

Recognizing superior sales and marketing alignment performance, the awards were presented by SiriusDecisions during its 2012 Summit held May 22-24 at Arizona’s Phoenician Scottsdale Resort. The honorees were selected from organizations SiriusDecisions has observed implementing winning strategies by applying innovative sales and marketing integration practices to maximize topline growth.

"Our Summit theme is ‘Growth Through Innovation,’ and these recipients have done a great job of putting that theme into practice — leveraging innovation in sales and marketing effectiveness to impact business growth,” notes Richard Eldh, SiriusDecisions managing director, co-founder and conference chair.

As with past winners, the 2012 ROI Award winners have successfully utilized a threefold strategy for sales and marketing alignment, including: aggressive focus on marketing and sales integration by adopting advanced processes, technologies and accountability for results; marketing and sales functions working collaboratively to achieve continuous improvement toward the goal of sales and marketing integration; and predictable growth over time. The winners were selected based on the following criteria:

  •     Unique integration of sales and marketing processes
  •     Interdependent relationship between sales and marketing
  •     Strong alignment of goals between sales and marketing
  •     Advanced systems to enable alignment
  •     Ability to measure results effectively
  •     Effective use of SiriusDecisions models and concepts in alignment initiatives

The sixth annual SiriusDecisions ROI awards were presented to the following executives on behalf of the five winning companies:

  •     Adobe — Mikel Chertudi, senior director, media and demand marketing; and Wes Funk, Web and content strategy
  •     Citrix — Anthony Ricco, vice president, worldwide demand marketing; and Eva Tsai, director of marketing operations
  •     Concur — Melton Littlepage, vice president, marketing and product management
  •     SAP – Jonathan Becher, chief marketing officer
  •     Symantec EMEA – Ingrid Hofman-Bang, director of marketing strategy and planning; and Susanne Woellecke, business analyst, EMEA marketing

Adobe, Concur and SAP each received the award in the category of Sales and Marketing Alignment for the impact their respective marketing organizations have had on sales pipeline through better demand creation, sales enablement and reputation building initiatives.

Citrix and Symantec EMEA received awards in the category of Marketing Innovation for methodologies and proprietary tools each developed to enable data-driven and predictive decisionmaking.

To learn more about Adobe, a global leader in digital marketing and digital media; Citrix, a provider of market-leading cloud, collaboration, networking and virtualization technologies; Concur, a leading provider of integrated travel and expense management solutions; SAP, a market leader in enterprise application software; and Symantec, a global leader in security, storage and systems management solutions, go to,,, and, respectively.                                                                                

About SiriusDecisions
SiriusDecisions ( helps business-to-business companies worldwide improve sales and marketing effectiveness. Management teams make more informed business decisions through access to our industry analysts, best practice research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions has offices in London, Montreal, San Francisco and Wilton, CT.


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