- Forrester Councils
- Councils Overview
- log in
Posted by Shar VanBoskirk on September 7, 2011
Carol Bartz was fired by phone from her post as CEO of Yahoo! in what must have been a Trump-worthy conversation with Roy Boystock, Yahoo!'s Chairman of the Board. Tim Morse, Yahoo!'s current CFO will act as interim CEO and part of a larger executive committee to manage Yahoo! operations until a replacement CEO is found.
I like Yahoo! And I was optimistic about Bartz taking the reins from Yahoo!'s founder Jerry Yang, as I thought it signaled an desire by Yahoo! to aggressively course correct its languishing strategy. But now I'm just disappointed. Three more years have passed and Yahoo! is the same sinking ship it was when Bartz took the reins. Here is my take on Yahoo!'s situation. Yahoo!:
So where does this leave Yahoo!? I think on the sales block. My bet is that an investment bank picks it up and sells off the parts. Yahoo! can't explain why the sum of the whole is better than the parts anyway. So I think in this case, the parts will actually be better valued on their own.
What does this mean for interactive marketers? Right now, Yahoo's biggest sell for you is "reach," which is moderate value as you consider all of your available options. I think Yahoo's greatest priority right now should be to solidify its value to media buyers, as online advertising is its life blood and is at extreme risk of losing advertisers to options that are easier for them to grock.