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David LaPlante is president and CEO of Twelve Horses North America, headquartered in Reno, Nevada, and director of Twelve Horses Technology, Ltd., based in Dublin, Ireland. Mr. LaPlante brings 13 years of marketing automation, business process management, and CRM/application development experience to the position. Twelve Horses North America provides the applications, infrastructure, and professional services to automate and integrate email and Web-based marketing and business dialogue across multiple systems and channels.
Defying the Limits: For many companies, CRM has failed to live up to its promise. Why do you think that is so?
David LaPlante: While it’s easy to paint it black and white that CRM has failed, when you actually inspect many of the so-called “failures,” you find that the reasons are complex and convoluted. From infrastructure issues around hardware, software, and integration, to the knowledge and diligence of those operating it, to the relevancy of the deployment, to the realities of what the business needs - it all adds up.
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