Yahoo

Challenge /

My jaw nearly hit the floor when Yahoo told my team that they were looking for our help in doubling ad revenue in one fiscal year to above the billion dollar mark. Scary, yes. Ambitious, certainly. Doable? I wasn’t so sure. But, turns out, all they really needed to do was align around a better way of telling the Yahoo story. They needed to dramatically differentiate themselves from their competition. And, perhaps more importantly, they needed a more intelligent means of centralizing and sharing content, data, and sales tools throughout the organization.

Basically, they needed to get their act together.

Solution /

Following a deep-dive into how Yahoo competitors sell advertising—as well as a brand audit and a range of internal interviews—my team delivered a set of strategic recommendations that identified the company’s current strengths and weaknesses. It was clear that folks within the salesforce were struggling not only to tell a compelling story, but also to gain access to the hard data they needed in order to close deals. So we recommended consolidating internal research, reorganizing internal teams, and creating a Web-based tool for building and sharing pitches. Then we built the pitches.

Shazam. Doubled ad revenue. A full quarter early.

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