MB: What does it mean to be chief growth officer?
Thomas Gensch: My focus is finding new platforms and growth areas, and generating new products. My position requires a lot of ingenuity, a willingness to look at unconventional ideas and an embracing of new technologies so that we can take advantage of them.
MB: How does that effect sales and marketing?
Gensch: We have been building an internal communications program for our publishers. We've re-emphasized their leadership in running their own businesses, given them opportunities to get together and trade ideas, and installed best-practice disciplines. We're helping them to take advantage of all the programs Cygnus offers corporatewide.
MB: What has been one effect of this?
Gensch: This strategy has allowed us to really speed up our time to market. Let me give you an example. At 9:30 on a Monday morning, we had a conversation with the publishers about creating programs that would drive revenue and growth in a specific area. At 12:30, we had a program done and out to the entire publishing group. And, then, the program really worked.