BtoB's Who's Who 2002
Top 10 Profiles< br/> Corporate Thought Leaders
Direct & Database
From Microsoft CEO Bill Gates to U.S. Postmaster General Jack Potter, there are many famous folks on BtoB’s second annual “Who’s Who” list. But among the 100 intelligent, interesting and insightful individuals we’ve selected are some—both rising stars and savvy veterans—who work in relative anonymity behind their brands, products and services.
Accepting nominations from readers, industry experts and our editorial staff, BtoB has created a comprehensive roster of names to know for 2002 and beyond. Our list of 100 is broken down into 10 categories that reflect the broad scope of the b-to-b universe: corporate thought leaders, marketers, plus executives who work in e-commerce, direct and database, marketing services, business media, analysts/academia, advertising agencies, customer relationship management and government or associations. And we’ve singled out 10 people—one per category—to profile in recognition of their recent successes or forthcoming challenges.
Top 10 Profiles:
Corporate thought leader:Bruce Cleveland, Siebel Systems
Last year was a down year for most, but it was a time of growth, prosperity and accolades for Siebel Systems Inc. A key member of the company's leadership team, Bruce Cleveland, senior VP-marketing, helped position Siebel on top of the still-white-hot customer relationship management market. In 2001, Siebel increased its revenue 14%, to $2.05 billion, and became the tech company others wanted to emulate. The company continued to spend money on marketing while others hid in their bunkers, waiting for the economy to rebound. Cleveland and his staff have spread the Siebel marketing message far and wide. In 2001, he ran schedules on network television, in major business books, on CNet and other major Web sites. Siebel's branding ads used images of small-town stores to associate the software company with old-fashioned customer service. "We are a company with old economy values in a new economy world," Cleveland said. "Our advertising campaigns during 2001 portrayed the importance of traditional values in building deep, personal and enduring relationships, showcasing the kind of one-to-one relationships companies used to have with their customers." And when it came to product marketing, particularly the campaign supporting the launch of the company's flagship CRM software, Siebel 7, Cleveland had the luxury of using client endorsements. "We have over 3,000 customers and 1 million production users of Siebel eBusiness Applications who are willing to speak to the tangible results they are achieving." -Sean Callahan
Being able to adapt on the fly is an important quality for any marketer. But as corporate VP-marketing for Redmond, Wash.-based Microsoft Corp., Mich Mathews has probably tested her ability more than most. And with the business world closely watching Microsoft's every step these days-from how it handles antitrust backlash to new product launches-Mathews must make her decisions regarding global marketing communications and strategies for the world's largest software company very carefully. Case in point: In the wake of the Sept. 11 attacks, Mathews and her staff scrambled to make last-minute changes to ads for the highly anticipated Oct. 25 launch of Windows XP. For obvious reasons, the original tagline "Prepare to Fly" was replaced with "Yes You Can," and efforts went forward without a hitch. Her team even stuck to its plan to hold launch events in New York City and invite Mayor Rudy Giuliani and TV personality Regis Philbin to share the stage with Bill Gates. The launch was a huge success, and Mathews now has focused serious attention on the b-to-b market for 2002. This spring, she helped kicked off the $200 million campaign "One Degree of Separation" for Microsoft's .NET enterprise software and technology business. Mathews says Microsoft has tremendous growth opportunity in the Internet and extensible markup language (XML) services arena. The primary focus of the campaign is to make sure customers know that the company's integrated solutions are best-of-breed and offer greater value, she said. The campaign uses corporate endorsements from Microsoft clients Pfizer Inc., Dollar Rent A Car, The Nasdaq Stock Market Inc. and others. -Roger Slavens
At the helm of Doremus & Co. since 1992, Carl Anderson has helped transform the 99-year-old agency from a pure financial services-focused shop to a premier b-to-b agency serving a broad base of clients. Anderson joined Doremus in 1986 as chief operating officer, and was named president in 1992 and CEO in 1993. Beginning in 1995, he started an aggressive effort to broaden the agency's base of clients and services in response to increasing sophistication and creativity in the financial services sector. "I saw a real shift in the types of people [financial clients] had in communications," Anderson said. "They were becoming more serious about communications and were hiring people from Madison Avenue." So Anderson hired creative and strategic people from more traditional agencies such as Ogilvy & Mather and Young & Rubicam, and broadened the range of industries served. New clients since 1996 include Bank of America Corp., Corning Inc., Hitachi America Ltd. and ITT Industries Inc. Under his direction, the agency's billings grew from $100 million to $400 million since 1995. Anderson began his career as a consultant for Deloitte Haskins & Sells [now Deloitte & Touche], and became business affairs manager at BBDO in 1980. At the time, BBDO owned Doremus, which was later sold to Omnicom Group. -Kate Maddox
Business Media:Robert Callahan, Ziff Davis
It's been raining bad news on Ziff Davis Media Inc. lately: double digit ad-page declines. Staff terminations. Struggles to make bond payments. Robert Callahan, who became chairman-CEO of Ziff Davis last October, was brought in to provide shelter from the storm. And he may have the right background to pull it off. Most recently, he was president of the ABC Broadcast Group, managing the ABC TV Network, including, ABC News, ABC Sports and the ABC Radio Networks. He is trying to reinvigorate Ziff Davis by launching new products and investing in the company's strongest brands. "Ziff Davis Media is getting back to basics, back to what it does best," Callahan said. "We are driving organic growth through disciplined line extensions, investment in new brands, focusing on targeted audiences [through titles such as] Baseline, CIO Insight, The Net Economy. We also are reinvesting and reinventing our core assets, brands and people, [especially at] PC Magazine and eWEEK." He's confident the approach will work. "We are starting to see the results," he said, pointing to stats that show the tech ad market decline was 32.6%, while Ziff Davis' pages were down only 27.9% last year. In 2001, Ziff Davis' market share grew to 12.5%, an increase of 80 basis points over 2000. This year, Callahan hopes to show that there's a silver lining to the dark clouds hovering over the Ziff Davis brand. -S. C.
E-commerce:Robert Calderoni, Ariba
When Robert Calderoni took the helm of e-commerce software vendor Ariba Inc. last October, he knew he had a big job ahead of him. He had been through major transitions before, in leadership roles at both IBM Corp. and Apple Computer Inc. But Ariba was poised to make great leaps forward into a whole new arena: enterprise spend management. "It's safe to say that six months ago Ariba was a one-product company," Calderoni said. "But what we're about today is providing very pragmatic solutions to real business problems." Simply put, ESM is a set of solutions that allows companies to engage, monitor and leverage their spending across all commodities and for all spending, Calderoni explained. "First in that process is analysis, or 'find the money.' Second is sourcing: 'get the money.' And third is procurement: 'save the money,' " he said. Ariba has been working on ESM strategy and product development since last summer. "We've been defining and giving direction to the solutions that customers need to analyze their spending, source more effectively and ensure compliance, [all] to significantly improve their bottom lines," Calderoni said. "This is a product strategy that leverages our core strength and the original direction for the company as the leader in e-procurement. We have moved very quickly to deliver real products and add new customers to back up our vision." -B.K. and R.S.
Direct & database:Leland Kroll, Kroll Direct
Lee Kroll thinks the pendulum is starting to swing in the right direction for list managers and brokers. And he believes his company, Kroll Direct Marketing, is well positioned to take advantage of this change. Hampered by the sluggish economy and anemic advertising market, many b-to-b marketers recently have been relying on existing marketing lists to push their products and services. But in-house files can take a company only so far. B-to-b marketing executives are "starting to talk about sticking their big toes back into the water," said Kroll, who spent a decade with rival American List Council Inc. before launching his own company in 1989. "They have to come back for direct campaigns in the fall," he predicted. "They may not come back as strong on DM as they did in recent years, because they are doing more e-mail marketing, which can be very expensive but is a highly attractive and alternative channel to direct." Kroll currently has 15 million b-to-b names on the shelf, accounting for approximately 65% of his company's annual revenues of $8.6 million in 2001. He said the company also is hoping to break into European markets. Marketing international lists, Kroll said, is a veritable lay-up for list managers. "You can segment the data to local markets," he said, "and the translation of the lists allows a company to become global overnight." -Matthew Schwartz
CRM:Carol Burch, SAP America
In January 2001, after being named SAP's senior VP-global CRM business development, Carol Burch immediately started putting together a team to leverage the existing model to ultimately dominate the marketplace. "Within 12 months we went from 0 to 445 million Euros (about $400 million), taking market share away from the market leaders," she said. Burch said the company's mySAP CRM software application, part of a suite of cross-industry solutions that support customer interactions through various channels, will help them eventually attain the coveted No. 1 position in the customer relationship management software market. That's a lofty goal, considering SAP has to topple Siebel Systems and Oracle Corp. along the way. She admitted there is work to be done in getting the word out about the product. "Many are not aware that we have CRM solutions-so shame on us," said Burch, who, as the former SAP Canada president, brings 25 years of information technology sales and management experience to her current role. She asserted that her company's solutions are solid and necessary for current and potential customers. "If you are only able to answer questions faster, but it's the wrong answer, it's not better," Burch said. "We provide software that presents a 100% view. There shouldn't be a front office and a back office. Customers want to deal with one office." -Beth Kanter
Marketing services:Kevin Ryan, DoubleClick
New York-based DoubleClick Inc. made its name as the leader in consumer online advertising. That business, however, has shriveled of late, and Kevin Ryan, DoubleClick's CEO, has led the company into new-and, he hopes-more lucrative ventures such as e-mail technology, direct marketing and research. Such ventures make the b-to-b arena much more important to DoubleClick, and Ryan knows it. Following stints with Euro Disney and United Media, Ryan joined DoubleClick in 1996, when the company had just 20 employees. Today, he oversees a company with more than 1,000 employees and with many more offerings to customers than Web advertising. One DoubleClick unit courting b-to-b marketers is Abacus Alliance, a database of "almost a billion" transactions, according to Ryan. Using data generated by Abacus, businesses can determine the attributes of the people most likely to buy their products. "Purchasing information is more accurate than any other data you can come up with for determining likelihood to buy," Ryan said. He foresees Abacus growing its b-to-b base of customers. "The consumer business is more mature," he said. "We're going to expect a lot of growth to come from business-to-business." DoubleClick, Ryan said, also hopes to grow by offering its DARTmail-the company's e-mail technology-to b-to-b companies. He's already signed up e-marketplace software vendor Verticalnet Inc. and CRM software company Pivotal Corp. B-to-b also remains a part of DoubleClick's original ad-serving business. Billboard magazine, FreeEdgar and Nasdaq have used DoubleClick technology on their Web sites. -S.C.
Associations/ government:Greg Stuart, Interactive Advertising Bureau
As head of the Interactive Advertising Bureau, Greg Stuart represents sellers of online advertising. But he brings to the job a decade's worth of experience on the media-buying side, as well as marketing expertise from start-up ventures. Stuart worked for New York ad agencies, including Jordan McGrath Case & Partners and Young & Rubicam, before taking charge of the interactive business of Y&R's direct agency Wunderman Cato Johnson in 1993. He launched his own consulting business in 1996, called @webrite Inc., with clients such as AOL's Greenhouse Networks, Infoseek and Sony Online Ventures. Later, Stuart served as VP-marketing and business development for Cars.com, VP-business development for Flycast Communications and president-CEO of ad technology company DeltaClick Inc. Since he took the helm of the IAB in October, he's led the charge to issue measurement guidelines for online advertising, as well as terms and conditions for online media buying. Upcoming projects include a major marketing mix study of Web publishers and advertisers, plus a marketing campaign promoting the "unique selling proposition" of online advertising. "I think we've done a phenomenal job in tackling some of the obstacles," Stuart said of his first six months on the job. -K.M.
Analysts/ academia: Wilma Jordan, The Fordan, Edmiston Group
A few months after helping to manage the 1987 sale of the Esquire Magazine Group, Wilma Jordan was considering her options when she got a call from a friend, Texas Monthly Publisher Mike Levy. He asked Jordan to fly from New York to Austin to discuss some of the magazine's business plans. When she got back from the Lone Star state, Jordan felt reinvigorated. "I said, 'Hey, I can do this,' " she said, referring to her ability to manage myriad aspects of business publishing. Nearly 15 years later, the Jordan, Edmiston Group Inc. is considered one of the top media investment banking firms on Wall Street. Jordan, the company's founder-CEO, regularly advises major b-to-b media publishers, including Reed Elsevier plc, VNU Business Media, Pearson plc and Primedia Inc., as well as consumer publishing giants Dow Jones & Co. and Hearst Corp. More than 90% of JEGI's business is on the sales side. In 2001, the firm brokered 17 media merger and acquisition transactions with an aggregate value of nearly $500 million. Jordan expects to close about 20 deals in 2002. "The banks are back, and investors are starting to say that they have to put in some money to work with the media." In 1998 Jordan created JEGI Capital, a venture capital subsidiary that invests in early-stage Internet, digital communications and e-commerce companies. But she says the company will remain a boutique specializing in highly vertical properties. "We're about a mile deep and an inch wide," she said. -M.S.