CUPERTINO, California – June 10, 2019 – SugarCRM Inc.®, the company that helps organizations deliver exceptional customer experiences, today announced the addition of Chris Pennington as Chief Customer Officer, reporting to SugarCRM CEO, Craig Charlton.

“Chris is a big believer in listening to what clients have to say,” said Charlton. “He has an intense desire to ensure that we’re regarded as the easiest company in the industry to work with and his primary objective in this role is to deliver world-class customer outcomes by leading and building enhanced delivery capabilities and success for our valued customers.”

Pennington joins Sugar with deep and broad experience, including twelve years at Professional Advantage PTY Ltd., a global Independent Software Vendor and Reseller of IT business systems to medium to large scale organizations, where he oversaw revenues of more than $50 million as vice president of the US and general manager of Australia.

At SugarCRM, he’ll be responsible for global professional services and support.

“I’m very excited to join an organization that is dynamic and poised for growth,” said Pennington. “In my view, a great customer experience should be akin to a great business. I’m looking forward to building long, loyal relationships, retaining clients and helping them transition through change.”

Pennington brings a wealth of knowledge across a broad portfolio of SaaS and on-premise products and services, including CRM and managed services.

“The concept of the customer experience goes beyond the mechanical aspects of a CRM system as a standalone item,” Pennington continued. “One thing I’ll be driving in my role is that exposure to what it means to have great customer experiences. It transcends all aspects of the workplace. It’s not simply technology, it’s not just the people or the services they receive – it’s all of it combined.”

Prior to Professional Advantage, Pennington held executive senior level roles at Epicor Australia, Intelligent Building Solutions, Cedar Enterprise Solutions and Interleaf. He holds an honorary BSc degree from De Montfort University in the U.K. and PMP certification from the Sydney chapter of the Project Management Institute.

“We believe strongly that the next wave of innovation in B2B is sharply focused on the customer experience,” added CEO, Craig Charlton. “With a wealth of experience and strong track record of understanding what customers want from their CX partner, Chris will be a valuable ally as we continue to go to market with game-changing solutions.”

About SugarCRM

SugarCRM is a customer experience management leader enabling businesses to create profitable customer relationships by delivering highly relevant, personalized experiences throughout the customer journey. We empower companies to strengthen existing customer relationships, create new ones through actionable insights and intelligent automation and better understand the customer every stage of the journey. This enables businesses to accelerate demand generation, grow revenue, deliver superior customer care and increase loyalty. Our easy-to-use, intuitive platform makes customer experience management easy and accessible for everyone, allowing marketing, sales and services professionals to focus on high-impact, value-adding activities that create customers for life.

Based in Silicon Valley, SugarCRM is backed by Accel-KKR. More than 2 million individuals in over 120 countries rely on SugarCRM.

To learn more visit or follow @SugarCRM.

NOTE: SugarCRM and the SugarCRM logo are registered trademarks of SugarCRM Inc. Third-party trademarks mentioned are the property of their respective owners.

Media Contact

Angela Connor
Change Agent Communications

Last Update: June 2019