Customer experience management company SDL has updated its executive team by hiring Grant Johnson, formerly of Pegasystems, as the company's new Chief Marketing Officer (CMO).

Marketing Experience Equals a Better Customer Experience

As a customer experience management company improving customer experience is an important part of the SDL mandate. According to Mark Lancaster CEO and founder of SDL, the company needed to improve its marketing efforts, something that they aim to do with Johnson’s knowledge.

Delivering relevant customer experiences efficiently is a critical differentiator for companies competing on a global stage," he said. "Appointing Grant is an important step for SDL. We have leading technology in social media management, marketing analytics, content management, targeting and multimedia management, but we have historically under-invested in marketing."

Johnson had previously worked as CMO at CRM company Pegasystems from 2009 to April of this year and has nearly 25 years experience in the industry under his belt. In addition to his first job as the Director Of Product Marketing at Toshiba from 1988 to 1991, Johnson has almost continually worked in the marketing field including being the Vice President or Director of Marketing for a variety of companies including FileNET, Guidance Software, Front Bridge, AST Computer and Symantec. Johnson also writes on marketing related topics for his blog: Marketing for Results.

With his new position at SDL, Johnson aims to bring SDL to the forefront of what it has described as the “customer driven” marketing era, where social media and the constant consumption of new content has propelled the customer into a commanding role. As a result, marketing teams have to constantly be releasing new content and interacting with potential and current customers.

The pervasiveness of social media and the proliferation of content have empowered the consumer, mandating that successful companies understand customer intent and sentiment, and analyse this information to optimize every customer interaction,” said Johnson in a company statement. “To do so effectively requires a broad portfolio of customer experience management technology.”

Specific information on Johnson's plans for SDL or its marketing department haven't yet been released.

SDL in the News

Johnson’s new position at SDL isn't the only thing new going on with the company in recent months. Earlier in April, SDL Tridion 2013 was released with an improved workflow and connect framework features, while in March the company integrated its new Machine Translation product with text analytics and acquired Bemoko, a mobile solutions provider.