Act-On finds a new CEO. Will this give them the boost they need?

Sometimes a new leader is just the thing a company needs to reach greater heights. Is that the case for marketing automation vendor Act-On?

Computerworld Premier 100 IT Leaders 2015
Thinkstock (Thinkstock)

There is a bit of a revolving door among the larger technology vendors and an increasing number of smaller cloud vendors ar being led by Salesforce alumni. This is a natural progression, as execs get bored with the larger, more bureaucratic and less nimble reality of a multi-thousand employee company, smaller organizations become attractive. For the smaller companies, there is the hope that said executive can move the needle on how they're performing in the marketplace.

And so it is with Act-On Software, a company that is today announcing another ex-Salesforce staffer has signed up, this time in the top position as CEO. Despite having been in existence since 2008, and having raised close to $75 million in venture funding, Act-On is sometimes something of a forgotten player, pushed into the background by higher profile companies such as HubSpot and Marketo. Despite this lack of attention, Act-On has built a customer base of over 3,000 companies globally, and a presence across eight offices spread across three continents.

Act-On is no doubt hoping this existing traction will be spurred to even greater performance with the appointment of Andy MacMillan to the CEO role. MacMillan was, most recently, an executive at Salesforce, where he had a number of roles including COO of the product division and SVP and GM of Prior to Salesforce, MacMillan, like many Salesforce execs (including its founder, Marc Benioff) was at Oracle where he was VP of product management. With the move to appoint a new CEO, Raghu Raghavan, the previous CEO and founder of Act-On, will transition to the role of CTO where he will focus on "driving product and technology."

“The Act-On team has done an incredible job building a world-class marketing product used by over 3,000 customers,” said MacMillan. “Marketers are under more pressure than ever to deliver results across all aspects of the customer lifecycle, and I look forward to helping our customers deliver amazing outcomes to their teams.”

Yes indeed. It will be interesting to see how much of that Salesforce-like growth MacMillan can eek out of Act-On. But one thing's for sure, he needs to up their market awareness.

This article is published as part of the IDG Contributor Network. Want to Join?

Computerworld's IT Salary Survey 2017 results
Shop Tech Products at Amazon