Sysomos appoints Peter Heffring CEO

Heffring is the former CEO of Expion.

RALEIGH, NC: Social analytics software company Sysomos has named Peter Heffring as its CEO.

He was previously the president of Expion, which Sysomos acquired 14 months ago.

Heffring, based in Raleigh, North Carolina, will spearhead Sysomos’ "next phase of unifying its products in an integrated full-service platform," the company said in a statement. He wasn’t immediately available for comment.

"It’s not just a bunch of products. It’s becoming, as you will see over time, a unified experience," said Heffring, who added that unified offerings will help customers cut down on the number of platforms they’re using.

"They’re tool-fatigued," he added. "They have tools everywhere and they’re tired of buying tools."

His predecessor, Lindsay Sparks, a former corporate VP at Microsoft, was named CEO shortly after Sysomos spun off from MarketWired to become a standalone company last July. Sparks’ next move was not immediately clear, and he was not listed on the leadership page of Sysomos’ website.  

"[Heffring] will partner with our global team and external partner network to deliver a more integrated customer experience that’s built on enabling action-oriented behaviors that will serve our customer base," Kerry McGowne, VP of strategy and communications, said in a company blog post.

In a statement, Sysomos broke down its plans into three priorities: connecting workflows across teams and regions; aggregating paid, owned, and earned insights across social and listening channels; and activating multifaceted campaigns.

Sysomos’ growth strategy has also included the acquisition of gazeMetrix, a "visual listening" platform, and new products such as Scout and Paid Social Analytics, it said in a statement.

Immediately after the Expion acquisition, Heffring became president of Sysomos’ platform business unit. He founded Expion in 2009. Prior, Heffring worked at IBM for 14 years across research, marketing, manufacturing, finance, forecasting, and international management. He also founded CRM vendor Ceres, which was acquired by NCR in 2000 in a deal valued at $90 million.

Heffring said the company will begin realigning its communications and marketing teams in the coming months.

"We obviously have a communications team and a marketing team. Nothing’s really changing there," he said. "It’s just more of an alignment in organizational structure, which allows us to execute more quickly on an integrated platform."

This story was updated on September 16 with comment from Heffring.

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