Sana Connect 2025: The blueprint for B2B growth through connection
On October 16th, we went live with Sana Connect 2025. The event focused on a core truth: in today’s complex business environment, connection isn’t just a nice to have, it’s the only path to predictable revenue growth.
The agenda went deep into connecting systems, connecting buyers and sellers, and connecting data with actionable insights. The clear emphasis was on how businesses can evolve their digital commerce channels, from being mere operational cost-savers, to becoming intelligent, reliable engines for business acceleration.
Here are some of the standout ideas shaping the future of B2B commerce from Sana Connect 2025:
- Consolidation
Moving away from cobbled together, ‘best of breed’ systems to a unified commerce solution to simplify complexity and reduce internal friction. - Buyer precision
B2B buyers demand consumer-like ease, but with B2B-level precision – from custom payment terms and account specific catalogs, to real-time, bulk inventory availability. - Real-time experiences
Leveraging integration to natively expose real-time pricing, stock, and business logic online, delivering an effortless, personalized, 24/7 buying experience. - Channel enablement
Viewing digital commerce as a cooperative tool to enable distributors and field technicians with accurate, real-time data, strengthening the entire sales ecosystem. - Intelligent guidance
Using Assistive Intelligence to transform data into clear, guided action plans for both buyers and sellers, driving growth by tackling B2B complexity and decision overload. - Growth motion
Shifting the focus from simple operational efficiency to linking operations and growth together to achieve connected experiences and measurable revenue acceleration.
Our focus:
Connection is the new competition
As Sebastiaan Verhaar, our CEO, highlighted in his opening session, “Only connection brings growth.” Companies no longer compete purely on product or price; they compete on their ability to connect with customers, partners, and data.
Our sessions connected the dots between our platform’s B2B-first engineering and strategic growth challenges:
Connecting buyers and sellers: Through our Intelligent Guidance framework, we showed how the commerce platform moves beyond transactional efficiency to actively guide both parties toward the best outcomes, maximizing profit and revenue.
Connecting technology and partners: We demonstrated how a unified, integrated approach -- like that championed by guest speaker Emily Pfeiffer, lead analyst at Forrester -- reduces organizational friction and the high cost of maintaining fragmented, legacy systems.
Connecting data and insights: We showcased how real-time data powers a personalized, accurate experience for the buyer while fueling high-impact growth actions for internal teams.
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Don’t just read about what’s next: see it first.
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What we learned from our partners
We heard directly from customers like JENSEN-GROUP and Nord-Lock Group about how they’re putting connection into practice:
- Nord-Lock Group proved that automating complex pricing, configuration, and stock checks by integrating directly with the ERP leads to an instantaneous, accurate experience. This builds customer trust and dramatically reduces internal admin work, making the buying experience effortlessly reliable.
- JENSEN-GROUP showed us how digital commerce can be a powerful cooperative tool for distributors. By seamlessly sharing core ERP data (like detailed inventory and spare parts documentation) with their channel partners, they moved their distributors from order-takers to value-add experts.
As Dimitra Retsina, our CPO, summarized, “Growth is the next step of operational benefit.” Operational efficiency is the foundation, but the true goal is a Growth Motion that links operations and revenue.
This is driven by composable architecture, upgradable connectors, and intelligent guidance that moves innovation at the customer’s pace.
Final thoughts
The conversations at Sana Connect 2025 made it crystal clear: the challenge is no longer whether to go digital, but how to achieve connected experiences that drive predictable growth.
For us at Sana Commerce, it was an opportunity to demonstrate how our B2B commerce platform, engineered to integrate deeply with your ERP, moves your business beyond simple efficiency and into an era of guided, measurable revenue acceleration
Didn’t watch our speakers in action?
Didn’t watch our speakers in action?
Don’t get left behind: hear leaders in B2B discuss the future of the industry, and what you need to do to thrive.
