Yahoo Shakes Things Up, Again

Dennis Faas's picture

Ah, the cost of being second fiddle to Google.

For the third time since December, Yahoo will be realigning its operations. This time, the restructuring comes from new Yahoo president Susan Decker via a memo issued to employees. In the memo, Decker outlined a shift in focus from ads to content. Specifically, she explained that the company's top sales executive will be leaving the organization and that a new global sales organization is being developed.

"Building on the success that we have had in aligning our sales and distribution organizations around customers, rather than around advertising products like search and display, the two major changes we are announcing today are designed to take this to a higher level," the memo explains. (Source:

Exiting the position of executive VP of global sales is Gregory Coleman, who will be leaving Yahoo in February. The company's newly created sales division, Global Partner Solutions, will handle the company's partners, including advertisers, publishers and developers.

"This new group will be charged with creating, delivering and coordinating global best practices for solutions to all of our partners," Decker wrote. "It will also have direct responsibility for our U.S. sales, marketing and business development efforts, including all ad formats, like search, display, video and mobile; all marketing activities; and all customers, including large enterprises and small businesses...This approach will help us achieve faster, smarter decision-making and improved execution in support of better serving our customers." (Source:

While Decker's memo sounded reminiscent of last year's "Peanut Butter Manifesto," which challenged employees to begin rethinking company operations and inefficiencies, she focused more on improvements to processes rather than inventing new services. (Source:

Since Yahoo's initial shake up last December, many top executives have left the company, including former media head Lloyd Braun. Some analysts are wondering if the new realignment will cause any more key employees to say their good-byes.

Rate this article: 
No votes yet