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Is Carol Bartz The Right Choice?

By: Jordan McCollum
2009-01-15

I doubt that anyone (aside from maybe Sue Decker, the Yahoo President who announced her resignation in the official announcement of the new CEO)...

...envies Yahoos new CEO, Carol Bartz. Its going to take more than just business acumen to turn around the companys failing fortunes"but does Bartz have what it takes?

Popular opinion is divided so far. Henry Blodget is pretty excited about her take-charge attitude and her track record of turning a failing company around.

The more we learn about Carol, the less she seems like the safe choice and the more she seems like the smart choice. We LOVED her attitude on yesterdays short introductory conference call:

In Yahoos conference call this afternoon, she lectured everyone sternly to give Yahoo some friggin breathing room and also noted that the company frankly, could use a little management. (Swisher)

You go, girl.

John Paczkowski of All Things Digital calls Bartz The ALL CAPS CEO (as opposed to Jerry Yang, the ceo), but notes that some feel she doesnt have enough experience with consumers or advertising.

Reuters says she lacks Web and deal-making experience.

Bartz, however, does not have an established reputation as a deal-maker and Yahoo investors regarded her appointment skeptically, with shares of the Internet search and advertising company dropping more than 3 percent during the trading day. . .

She is credited with increasing Autodesks revenue from $285 million to $1.5 billion during her 14-year tenure, as well as diversifying its business. Bartz, 60, built the company by buying small and medium-sized businesses, including a $444 million buyout of Discreet Logic in 1999.

She seems to me to be more of a builder than a buyer-and-flipper, Davis said. Im sure that plenty of people wanted to buy Autodesk over the years.

Analysts lauded her for being a dextrous, capable and committed executive, but said that without any experience in the Internet sector, she would likely find it daunting to turn around Yahoo, which is a distant second to Google Inc in the search advertising market.

Reuters appears to look at her appointment as a sign that Yahoo will not be selling to Microsoft, instead opting to try to turn the company around on its own (and there seems to be some implication that this is a bad thing).

Now, none of us can predict the future, but from what we know about Carol Bartz, what do you think the new CEO means for Yahoos future?

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About the Author:
Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing.


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