Sam Allen has been appointed as the new Chief Executive Officer of Iterable, effective from August. Allen joins the company after spending over a decade at Salesforce, where he held the position of Executive Vice President and Global Chief Pipeline Officer, managing a pipeline valued in the tens of billions.

Allen's appointment is part of Iterable's strategy to accelerate its expansion into enterprise markets, drive global growth, and enhance its artificial intelligence (AI) capabilities. Under his leadership, the company aims to surpass its current annual recurring revenue, which has already exceeded $200 million.

Allen emphasises 'speed of operation' as a critical performance indicator in marketing technology. He stated, "I think speed of operation and the pace of decision-making is a dramatic improvement. If you're implementing these things, you're interacting faster than the competition, you're taking more wallet. You're reducing costs and increasing revenue. That's the real KPI."

Allen believes the value of AI in marketing technology lies in reducing the time between decision-making, testing, and deployment. He advocates for a shift from traditional campaign-centric planning to AI-driven 'moments that matter' in marketing. "I do believe that the traditional campaign activity, if that's what you were doing, you are going to get left behind. Competition that actually embraces this marketing mindset, where AI generates, tests, and learns in real time, will win. The payoff is brand loyalty, because customers feel like they're the only one that matters," Allen said.

In conjunction with Allen's appointment, Andrew Boni, the founder of Iterable, has transitioned to the role of Chief Scientist. Boni will focus on product development, including the new AI agent technology, Nova.

Iterable's platform currently supports customer engagement for over 1,200 brands across 50 countries. The company's focus on AI-driven marketing is positioned as a response to the evolving needs of these brands, aiming to enhance customer experience and loyalty.