Internet Marketing Monitor
June 01, 2007
Filed Under (Opinion, Yahoo) by Derick on 06-01-2007

It’s no secret that things haven’t been hunky dory over at Yahoo’s headquarters in Sunnyvale as of late. They’re taking a beating from Google… they’re taking a beating from Wall Street… and a lot of people have actually forgotten that Yahoo is a search engine.

So a post talking about Yahoo’s problems over at Search Insider didn’t surprise me in the least little bit. In fact, it brings up a lot of good points about the recent exodus of middle management away from the company. Specifically:

Without the experienced professionals who have helped to shape and sustain Yahoo through its growth — veterans of numerous campaigns and clients — who will help to counsel and guide the company on its future path?

Excellent question. The people that have been with Yahoo for years know the company better than anyone. In fact, Search Insider has personal experience dealing with the departure of their longtime account manager and the problems it creates with new blood takes over.

But at the same time… I can’t help but wonder if this isn’t a good thing.

Yahoo has been making a lot of changes recently. They’ve killed off services, realigned the company, and pushed into several new markets. Members of senior management have talked about the changes Yahoo needs to make. Industry experts and analysts have also pushed for major changes in Sunnyvale.

Maybe an infusion of new thinking, new experiences, and fresh perspectives would be good for Yahoo. Maybe one of the things holding the company back is a management team that’s “stuck” doing things the old way. Maybe employees who weren’t yet ingrained with Yahoo’s past ways of doing things would be able to breathe new, renewed life into the one-time Internet king.

I’m not saying the folks at Yahoo don’t know what they’re doing. I’m not saying that they can’t change. But I am saying that new, unmolded perspectives might not hurt.

If you want to shake things up… you have to shake up more than the outside.

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Comments:
2 Comments posted on "Maybe Yahoo Needs an Injection of “New”"

[…] I missed this post last week on the Internet Marketing Monitor. […]


[…] I think Jackson and his supporters are on the right path. But I don’t think Semel is the only management problem faced by Yahoo. The company needs a massive ground-up overhaul that includes middle management. As I said about a week ago… Yahoo needs a big “injection of new“. […]


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