SugarCRM recruits ex-Interactive Intelligence Group exec

SugarCRM has announced the appointment of Martina Knappe, previously head of EMEA marketing at Interactive Intelligence Group, as EMEA director of marketing at the SaaS firm.

Knappe's responsibilities will cover coming up with new marketing strategies that will increase awareness of the company across the region, drumming up more interest in its CRM platform and help to grow long-term customers.

“SugarCRM’s commitment to continue to disrupt the CRM status quo through providing a product that breaks free of the usual rigid and add-on based CRM platforms is what attracted me to this role,” Knappe commented.

“I’m looking forward to growing the disruptive brand and showcasing its ability to simply and effectively transform the customer experience. My goal is to help businesses realise the value that a CRM platform like Sugar can add to their marketing, sales and customer service teams."

Knappe spent five years at Interactive Intelligence Group, based in Slough. She has spent 20 years of her career in the techology space, including four years at Avaya, where she oversaw the company's distributor marketing strategy, strengthening its market awareness.

She has also held roles at Siemens in the business development and marketing department, and at PictureTel as its European marketing manager.

“Martina’s success in leading marketing activities, building awareness and driving demand generation for software companies within EMEA is invaluable,” said Clint Oram, CMO and co-founder, SugarCRM.

“Her expertise of building highly effective marketing teams and campaigns will boost SugarCRM’s drive to be a leading European player in the CRM market, and a superior alternative to legacy CRM.”