“I believe we now need to bring marketing decisions, marketing talent and marketing budgets closer to the customer — and into the regions that depend on these critical plans,” she wrote. “We need to further link our marketing strategies to revenue growth, sales objectives and overall accountability.”
Since Steele took over the marketing department at Yahoo several years ago, she has been moving those powers to a more centralized system.
In the internal memo, which I obtained and is embedded below, Steele outlines the shift, which will remove a lot of that control of marketing from the HQ and out to its business units.
this sounds very much like an old media company, not a high tech darling. yahoo became a newspaper.