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SDL Unveils Comprehensive Customer Experience Management (CXM) Strategy, Structure, Roadmap and Vision

SDL (LSE: SDL) today unveiled an expanded Customer Experience Management (CXM) strategy, organizational structure and cloud-based product offerings as part of a comprehensive go-to-market update. With today’s announcements, SDL secures its place as one of the leading technology vendors focused on the growing CXM market with over 1,500 enterprise customers and 72 of the top 100 global brands leveraging its CXM offerings.

Through a series of product releases, company milestones, executive hires and a new corporate structure and sales model, SDL has made significant investments to deliver products that help marketers create a seamless customer experience across all devices, geographies, channels and languages.

“We have spent the past several years developing a product portfolio, corporate structure and team of employees that believe in the commitment to deliver great customer marketing,” said Mark Lancaster, CEO of SDL. “We believe that despite the recent market and technology focus on customer experience, companies are still not meeting customer needs and are primed for innovation. After several years of investments, we have all of the necessary elements to expand our leadership in this critical space – in 2014 and far beyond.”

SDL’s expanded CXM strategy is comprised of several recent corporate developments:

Substantial Investment and Focus on Cloud Delivery

Today, SDL released its new flagship product, the Customer Experience Cloud (CXC), the most advanced cloud-based customer experience platform comprised of social intelligence, documentation, customer analytics, campaign management, e-commerce and web content management solutions. The technology stack is fully integrated with leading language capabilities, all available within a single user interface and integrated user experience.

The CXC marks the beginning of a strategic rollout of new cloud-based products throughout the year. To support this year-long rollout, SDL has hired longtime data center evangelist Jan Wiersma as head of cloud operations. Wiersma is tasked with managing a proactive, agile and global cloud operations strategy.

Comprehensive, Integrated Product Portfolio

SDL has restructured the company to focus on improving the customer experience, aligning its corporation into two divisions: Customer Experience Solutions and Language Solutions. The divisions are designed to streamline how SDL approaches the customer experience market and unify SDL’s powerful product portfolio into a broader vision of the next generation of CXM.

Over the past six years, SDL has completed eight acquisitions in the areas of marketing campaigns, social intelligence, content management, mobility and e-commerce. These pieces are now fully integrated and delivered through the newly released Customer Experience Cloud.

"It’s essential for our brand to have a consistent customer experience across all of our sales channels, whether in-store, online or across any device, geography and language,” said Nicola Arnese, Ebusiness Manager at Alitalia. “We’ve depended on SDL to give us a consistent brand experience for years, and we look forward to future cloud solutions from SDL to deliver an integrated and agile addition to our customer experience strategy.”

During the past year, several SDL solutions were recognized by leading organizations for awards including the International Business Awards, American Business Awards and European Business Awards. Combined, these awards showcase the significance of each SDL product that when delivered via the CXC provides a complete, comprehensive customer experience platform across all industries.

CXM-driven Executive Organization

During the second half of 2013, SDL introduced several experienced technology executives to the company, including:

  • COO Jean-Pierre Dekker, an experienced process optimization professional with past experience at GE, HgCapital, Lumesse and Visma.
  • CMO Paige O’Neill, a senior marketing executive with nearly 20 years of experience at companies such as Teradata (formerly Aprimo) and Oracle.
  • CFO Dominic Lavelle, a qualified Chartered Accountant with 25 years of financial experience at companies including Mothercare, Oasis, Allders and Alfred McAlpine.
  • VP of Language Solutions, North America Kathleen Bostick, a global marketing veteran with over 20 years of experience at companies such as Lionbridge and International Language Engineering.
  • VP of Cloud Operations Jan Wiersma, an IT infrastructure manager, enterprise architect and thought leader for over 15 years.

The new hires are proven industry leaders in their field that understand how to consolidate and integrate complementary technologies to deliver business benefits. They join existing CTO Dennis van der Veeke, Language Solutions CEO Dominic Kinnon and VP of Strategy & Acquisitions Otto de Graaf as key corporate leaders charged with delivering on SDL’s customer experience management vision.

For more information about SDL’s customer experience management capabilities, visit

About SDL

SDL (LSE: SDL) allows companies to optimize their customers’ experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand what their customers want, orchestrate relevant content and communications, and deliver engaging and contextual experiences across languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global infrastructure of 70 offices in 38 countries. We also work with 72 of the top 100 brands. For more information, please visit

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