Yahoo Sales Gets Google-esque Overhaul
Completely re-organizing the sales squad may seem to be a perennial activity at Yahoo, but recently installed COO Henrique De Castro has offered some bold overhaul plans for the latest (last ditch?) effort, according to a report by All Things D's Kara Swisher. De Castro wants to shift the company's ad sales to a category-based model, moving away from the portal's long-established regional-based model. In the new system, Yahoo sales reps will be responsible for selling the portal's full suite of ad solutions to specific and targeted marketing areas, such as autos or sports.
Sound familiar? It's how the sales system works at De Castro's former place of employment, Google. Who else worked there? Oh yeah, Yahoo CEO Marissa Mayer, who seems to be redecorating the place in a very Googlish style.
Sources tell Swisher the planned shift does not come without its downfalls, primarily the downsizing of Yahoo's colossal sales team. Swisher also hints at the possibility of several of De Castro's own executives jumping on board to help Yahoo through the transition, including Google's former Vice President of Global Agency Sales & Partnerships and current head of Media6Degrees (M6D) Penry Price.
Moving to category-based sales may help reinvent Yahoo's marred ad program and help the beleaguered portal better compete against old rival Google, where De Castro used to sit as President of Media, Mobile and Platforms Worldwide. Yahoo is set to implement the new system as early as Jan. 1, 2013 and is poised to bring dynamic changes to the digital ad environment with the two giants meeting head-to-head once more. Yahoo's agenda for early 2013 also includes more visibility at the Consumer Electronics Show in Las Vegas, where the company hopes to strengthen its connection with potential advertisers.