The Year Ahead Starts Here, A Note from Sugar’s CEO

Dear Sugar Customers,

Happy New Year! 2026 is going to be an exciting year for Sugar, and I want to start the year with some updates.

I've been in the CRM industry for 30 years, and CRM hasn’t delivered on its promise: making sellers more successful. CRM solutions require sellers to give more to the platform than they get from it. That changes now.

Sugar has built an ambitious Product Roadmap for 2026 (and beyond). We will deliver on Precision Selling, so sellers realize the promise of CRM. Artificial intelligence (AI) will be at the heart of this roadmap. Sugar will guide sellers to the things that deserve their attention; engaging in new opportunities, progressing deals, addressing customer risk, and following up when it matters most. While most of the competition is talking about AI for AI's sake, Sugar will deliver high-context solutions that support your core customer processes. This is what sellers should expect from CRM.

To deliver on this vision, we've created new Core Values that drive our focus and will deliver meaningful improvements for our customers.

• All About the Customer: This means exactly what it says. You're at the center of our strategy. More engagement and more focus on your business outcomes.
• Feedback as Fuel: We want to hear from you, both what's working and what's not working. Your insights will drive our product and our support for you.
• Scale for our Future: We're investing in infrastructure, processes, and people so we can serve you better.

Sugar has transformed its Customer Experience (CX) processes throughout 2025. Many of you should already feel the difference, and this will continue to accelerate in 2026. Your support cases will be addressed faster. Bugs will be resolved faster. You'll see speed and quality in our products, implementations, onboarding services, and professional services projects. And you'll get more engagement, training, and communication from our Customer Success Management (CSM) teams.

Finally, we will work more closely with our global Partners. They are incredibly important to serving our customers and differentiating our offerings in the market. They should represent the best of what Sugar offers customers. In the spirit of "Feedback as Fuel," we want to hear when things are going well with partners, and where things aren't going well. We will stand side-by-side with our partners, and we will be fully aligned in serving you.

Sugar is delivering on the fundamental promise of CRM, and we're doing it with you at the center of our strategy. Thank you for your partnership. Let's make 2026 a year to remember.

All the best,
David

David Roberts
President and CEO