Three things that excite me about the Alterian acquisition.
Yesterday (Monday) it was official, Alterian have become a very welcome part of SDL. This is personally very exciting for me, as I am an Alterian alumnus. But more importantly, it elevates our company’s ability to meet the contemporary needs of our customers; to engage with their customers.
People use the term ‘game changer’ quite a lot, but on our 20 year anniversary of being founded as Software Documentation Localization (SDL), this is a clear signal of intent to be at the vanguard of what global information management means today. We are continuing on the journey to serve the digital consumer that included the acquisition of Tridion to form our WCM solutions division in 2007.
Those contemporary information management requirements are described by various acronyms, but I think we are settling on Customer Experience Management (CXM) and this acquisition brings together a family of products that can address those needs.
In saying that I don’t mean some artificial spreadsheet or graph laid out by an analyst (as much as I respect them) - I mean it responds to real needs I am hearing from our customers today.
Real people, in large, sophisticated organizations that are looking for how they systemize social engagement, how they reach their customers with a high degree of relevance, across multiple channels and in multiple languages.
Here are my top 3 of things top like about having Alterian in the fold:
- The combination of language and social. This is really exciting, understanding the sentiment of what is being said out there is the science of social media monitoring and this starts with the language that is being spoken. Actionable insights.
- The combination of understanding your audience through observing behavior, social media monitoring and transactions - and then being able to address the audience across multiple channels. It’s a message I carried when I was at Alterian and is even more powerful when combined with componentized, structured content management and language.
- Expertise not just technology. After I left Alterian, they acquired Intrepid with a view to help customers understand social media engagement. This is a great example of recognizing that we don’t just sell technology, but we have to assist customers understand the value and how to shape their strategies, especially in something as relatively new as social. Customers do approach us as trusted advisors and not just about social media, but across the board Alterian brings us closer to the world of the CMO and the challenges they face.
These are just my quick thoughts, a top three of a list that is sure to be expanded as we bring our products together in 2012.
Welcome Alterian, I look forward to working with you.. again! ( OK, that might be the fourth thing I like - the people).
On Twitter: @iantruscott
To find out more information regarding the acquisition you can check out our dedicated site regarding the deal. Alternatively watch the video of John Hunter and Mark Lancaster discussing the benefits of this acquisition.