Historically, the vision of upper management has been sound. Vertical products were intended to open new markets. SAS Cloud was intended to provide flexibility, security, and collaboration. Viya was intended to bring more power to the users.
None of these were bad ideas. It's not the vision that's been lacking, but the execution.
One reason has been the consistent discouraging of innovation. Management actually seems to believe that an Innovation Day encourages innovation. But it's just lip service. Innovation takes more than a day. A healthy organization would encourage new ideas all year long.
During my years at SAS I saw many incompetent managers with a large percentage of sycophants. These people could not encourage innovation, because they could not tell a good idea from a bad idea. They could only tell their idea from your idea -- which made their decision easy.
There were also, to be sure, many good and talented managers at SAS. But they had to compromise with those who could not.
The result was that SAS went into existing markets, against established vendors, with no advantage. We could not say, "You should buy our software because it includes our brilliant innovations". We didn't have many.
Add to that the agonizingly slow development cycles that resulted from incompetent managers building products they did not understand. Many times I saw new products take five, six, eight years to go production. When they finally shipped, management would tout them as successes -- while in the meantime, our competitors had moved faster.
The problem wasn't a lack of vision, but a consistent failure of execution.
I gave up and left some years ago. SAS has some new managers in place now, and I hope they succeed. Good luck to all.