SugarCRM recruits ex-Interactive Intelligence Group exec

Marketing and characteristic words

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.”

Clare Hopping
Freelance writer

Clare is the founder of Blue Cactus Digital, a digital marketing company that helps ethical and sustainability-focused businesses grow their customer base.

Prior to becoming a marketer, Clare was a journalist, working at a range of mobile device-focused outlets including Know Your Mobile before moving into freelance life.

As a freelance writer, she drew on her expertise in mobility to write features and guides for ITPro, as well as regularly writing news stories on a wide range of topics.

Latest in Digital Transformation
Digital concept illustrate of modern technology and innovative processes, networking and big data. 3d rendering
The role of AI and cloud in true digital transformation
Peter Zhao, Huawei
Huawei’s Peter Zhou on the future of data storage to accelerate business digital transformation
Optimise CX and accelerate business growth through your voice network
Optimise CX and accelerate business growth through your voice network
Water droplet impact causing ripples
Turning the tide: the need for a digital detox in the wake of tech’s digital hangover
Legacy tech concept image showing a pile of obsolete computers stacked up in a pile.
Consumers are sick of slow, clunky services, so they're demanding enterprises modernize their tech
UK map concept art showing digitized UK landmass outline in blue.
Digital immaturity is holding back growth in the UK
Latest in News
Ransomware concept image showing a warning symbol in red with binary code in background.
Healthcare systems are rife with exploits — and ransomware gangs have noticed
Application security concept image showing a digitized padlock placed upon a digital platform.
ESET looks to ‘empower’ partners with cybersecurity portfolio updates
Databricks logo and branding pictured on a MacBook Pro screen.
Databricks and Anthropic are teaming up on agentic AI development – here’s what it means for customers
Dell Technologies logo and branding pictured at the company's stall at Mobile World Congress (MWC) in Barcelona, Spain.
Scale of Dell job cuts laid bare as firm sheds 10% of staff in a year
Male employee sitting at a desk working on a laptop with earphones in and books scattered on desk.
Employees want purpose, and they’re willing to quit to find it – upskilling, career growth, and work-life balance have shifted priorities for workers
NHS logo displayed on a smartphone screen in white lettering on a blue background.
NHS supplier hit with £3m fine for security failings that led to attack