Sprinklr hires ServiceNow vet to lead EMEA direct and partner sales

Michael Maas joins CXM vendor after stints at ServiceNow, Veritas and Symantec

Customer experience management vendor Sprinklr has appointed Michael Maas to lead its European sales efforts in Europe.

Reporting directly to chief revenue officer Paul Ohls, Maas will be tasked with driving new business growth and expanding the vendor's recently relaunched unified partner program.

Sprinklr founder and CEO Ragy Thomas commented on the hire: "The future of Sprinklr is bright, and we're just getting started. We built a no-compromise, AI-powered, unified approach to better customer experiences for the world's leading enterprise brands.

"We are now attracting the highest level of talent to drive durable growth and execute against our strategic plan."

Prior to joining Sprinklr, Maas held the position of VP for EMEA north at ServiceNow.

His tenure at ServiceNow was marked by robust growth in both direct and channel sales for regions including Benelux & Nordics, UK & Ireland, and Central Europe.

Maas's 25-year career includes leadership roles at Veritas, Symantec, EMC, Good Technology, and BlackBerry.

Thomas further emphasised the importance of the European market for Sprinklr, saying, "Europe is a key strategic growth market for Sprinklr. As we announced on our recent earnings call, we are winning transformational deals in the region, especially with our Sprinklr Service product.

"We're looking forward to working with Michael to build on this momentum as we continue to disrupt the legacy CCaaS market."

Maas himself commented: "Sprinklr is in a unique position to unify the enterprise front office to an extent that has never been possible before.

"I look forward to helping Sprinklr accelerate its growth in Europe and to helping our customers better serve their own."