SADA CEO Dana Berg Remembered As Business ‘Visionary’ And ‘Kind, Loving’ Family Man

‘Dana’s vision was built on a simple, powerful principle: Our success is a direct reflection of our culture and our customers’ success,’ SADA said in a statement.

Dana Berg, CEO of Google partner powerhouse SADA and known as a business “visionary,” a community builder and a family man, passed away over the weekend.

Berg became CEO of Los Angeles-based SADA in October, almost a year after the Safoian founding family sold the company to Insight Enterprises, No. 20 on CRN’s 2025 Solution Provider 500. SADA, Insight and Berg’s wife, Stephanie, confirmed his passing in social media posts over the weekend. Berg is survived by four children and celebrated his 48th birthday in September, according to social media posts.

“I am brokenhearted,” Stephanie Berg posted to her LinkedIn account. “My husband is gone. The love of my life. He was brilliant, kind, loving and my perfect person. I will love you for eternity Dana Berg. I’m so proud of you and what you have accomplished.”

Stephanie Berg said in a separate post that he “loves what he did and loved who he worked with. The best time of his life was when he was at SADA and then Insight. He was so fulfilled everyday working with each of you.”

“I will never be the same,” she said. “He was my soul mate, the calming voice, the most loving and supportive husband.”

In SADA’s social media statement on Berg’s passing, the company said that “Dana’s vision was built on a simple, powerful principle: Our success is a direct reflection of our culture and our customers’ success.

“He believed our purpose was to be the best possible partner for our customers, helping them navigate the most significant technology transformations of our time,” according to the company. “He was proud of the entire SADA team and how they showed up for our customers, partners, and each other.”

The SADA statement also said Berg “was a devoted husband, father, son, and friend” and that his colleagues “will miss his wisdom, his humor, and his unwavering belief in the power of our people to achieve remarkable impact.”

“Dana's legacy will forever be etched in the fabric of our company,” SADA said. “We will honor his memory by upholding the values he championed and striving for the excellence he always inspired.”

In Insight’s statement on Berg’s passing, the SADA parent organization called him “a remarkable leader and a true visionary.”

“His passion and kindness will be deeply missed,” said the statement. “Our thoughts and sincerest condolences are with his family and the entire SADA team during this incredibly difficult time.”

Centered On Community

Berg was known for his focus on community within SADA and even outside the company.

In January, he spoke with CRN about the company’s employees offering colleagues food and shelter amid the Los Angeles wildfires, with SADA itself in contact with affected employees about health care and financial assistance programs available through the company and its parent organization.

“This is when humanity really starts to impress you, when you see the good in us,” Berg told CRN at the time. “We have teammates that are housing other teammates. We have people with guest homes that are offered. We have people that have vacation cabins in the local mountains that have been offered up to people.”

Berg graduated from the University of Southern California in 1999 with a Bachelor’s of Science, according to his LinkedIn account. He worked his way up from a senior consultant at PwC to a manager at Deloitte Consulting, eventually working as a general manager at Perficient for about three years, leaving in 2013.

He arrived at SADA in 2018 as COO before succeeding Tony Safoian as CEO of the company in October. Safoian, son of the company’s co-founders Hovig and Annie Safoian, had led SADA for almost 24 years, growing the company from four employees in a garage to 800-plus employees worldwide and through its $410 million acquisition by Insight.

Tony Safoian called Berg his “business soul mate” in a post to LinkedIn.

“As good as he was [at] work, he was even a better human, father, son, husband,” Safoian said. “With regards to heart, no one’s is bigger. … Dana was my brother.”

SADA’s birth as a family-owned business and quality of its employees in technical know-how and customer service have been part of its differentiators over the years, Berg told CRN back when he was named the new CEO.

“The ambition that we have is that the characteristics that have made this company so great for so long never ever go away,” Berg said. “Those characteristics are one built of transparency, trust and empathy. And that was something that this wonderful Safoian family has lived and breathed from day one. And under my leadership, that will remain so.”