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Act! Names Bruce Reading as Chief Executive Officer
[March 16, 2023]

Act! Names Bruce Reading as Chief Executive Officer

Act!, a leading customer relationship management (CRM) and marketing automation solution for small to medium-sized businesses (SMBs), today announced the appointment of Bruce Reading as its chief executive officer (CEO). He brings many years of experience leading innovative technology companies and guiding executive teams to achieve their full potential professionally and personally.

Previously, Reading was the CEO of Perceptive Automata - a provider of human behavior prediction software for machines - where he led the team to enable 'theory of mind' in robotic environments. Prior to that, he was CEO & Chairman of Pica9, a marketing software firm, and President & CEO of Volt Active Data, a data platform designed to support telco applications in the age of 5G.

Reading received his bachelor's degree from McMaster University, an MBA from the University of Toronto and attended the Tuck Advanced Management Program from Dartmouth College. In his free time, Reading enjoys hiking with his dogs throughout New England nd volunteering his time philanthropically.

"I couldn't be more excited to join Act!. I have long admired this software pioneer and its diverse network of global partners. I was an avid user earlier in my sales career and I'm a big believer in the importance of CRM for any business with customers," said Reading. "Because of that experience, I feel especially invested in bringing the power of Act! to more people around the world. I'm thrilled to engage with our team, meet our partners and learn from our customers."

"We couldn't be more pleased to have Bruce join the Act! team. We believe his experience in marketing automation, SaaS and scaling businesses will directly benefit our customers and partners", added Roger Freeman, Act! board member and SFW Capital co-founder and partner. "I also want to thank outgoing CEO Steve Oriola for his years of service to our employees, partners and customers. His contributions were many and meaningful, and we wish him the best in his future endeavors."

About Act!

Act! is a leading provider of comprehensive CRM and marketing automation solutions that connect businesses with their customers. The company's offerings provide unrivaled value with more marketing capabilities than other similarly priced CRMs. With Act!, professionals build relationships, not just transactions. The company's all-in-one solution supports small and medium-sized professional businesses at any stage.

Act! is a 2022 Comparably Best Company in Phoenix, Best Company for Work-Life Balance and Best Company for Perks & Benefits. For more information, visit and connect with us on LinkedIn, Facebook, and Twitter.

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