BtoB's Who's Who 2002
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.
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
Marketer: Mich Mathews, Microsoft
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
Agency: Carl Andersen, Doremus
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.
WHO'S WHO 100
Who: John Chambers What: President-CEO Where: Cisco Systems Inc. Why: It's been a wild ride for Chambers, whose company was once the golden child of the Internet boom. Stock prices have been turbulent of late, proving that investors-and customers -still aren't sure Cisco will live up to its promise.
Who: Larry Ellison What: CEO Where: Oracle Corp. Why: Talk about contradictions: While a recent survey suggested that Ellison was among the business leaders who've hurt their brands the most, Oracle's top exec is also widely hailed as a visionary. His continued push into CRM brightens Oracle's future.
Who: Jean-Pierre Garnier What: CEO Where: Glaxo-SmithKline Why: Garnier assumed the role of CEO in December 2000 with the merger of SmithKline Beecham and Glaxo Wellcome. His leadership has bolstered the company's enviable position as one of the world's largest forces in pharmaceuticals.
Who: Bill Gates What: Chairman Where: Microsoft Corp. Why: Gates and Microsoft haven't fared too badly considering the antitrust flap and tech downturn. The Windows XP launch last fall was a big hit, and the company's efforts in the b-to-b enterprise market-and CRM-have so far been well received.
Who: Sam Palmisano What: President-CEO Where: IBM Corp. Why: Palmisano added the title of CEO last month upon the retirement of longtime chief Louis Gerstner. Though he has big shoes to fill, Palmisano is widely respected and has a strong track record leading the company in numerous ventures.
Who: Michael Parker What: President-CEO Where: Dow Chemical Why: Last year, Parker oversaw the company's merger with Union Carbide, a move that boosted Dow Chemical's annual sales to about $28 billion. Parker's unifying presence has brought stability during potentially volatile economic times.
Who: Joe Pyne What: Senior VP-Supply Chain Solutions Where: United Parcel Ser-vice of America Inc. Why: Under Pyne's leadership, UPS has combined the sales, marketing, finance and technology resources for its supply chain subsidiaries. He also oversees a team exploring new UPS business opportunities.
Who: Howard Solomon What: Chairman-CEO Where: Forest Laboratories Why: Solomon's pharmaceutical company, which markets Celexa and other drugs, is the darling of Wall Street. Because of its savvy marketing to physicians, the company has posted record profits and soaring stock prices.
Who: Sanford Weill What: Chairman-CEO Where: Citigroup Inc. Why: "Sandy" Weill has led the juggernaut financial services company since its formation in 1998. Weill and his marketing team have escalated Citigroup's b-to-b presence with massive integrated campaigns targeting businesses of all sizes.
Who: Susan Bostrom What: Senior VP-Internet Business Solutions Group Where: Cisco Systems Inc. Why: Bos-trom, who reports directly to CEO John Chambers, has leveraged Cisco's business and technology expertise to drive the company into lucrative new directions.
Who: John Costello What: Chief global marketing officer Where: Yahoo! Inc. Why: Costello, a legend in marketing circles who led Sears' resurgence in the 1990s, joined Yahoo! late last year to pump up its world-wide strategic branding and b-to-b marketing.
Who: T. Michael Glenn What: Exec VP-marketing development and corporate communications Where: FedEx Corp. Why: In addition to overseeing the FedEx Corporate Services unit, Glenn is responsible for marketing, sales and information technology functions for all FedEx operating companies.He's also the driving force behind the company's groundbreaking ads.
Who: Shira D. Goodman What: Exec VP-marketing Where: Staples Inc. Why: Recent job cuts have put more people than ever into small and home-owned businesses, and Goodman is working hard to reel them in by integrating offline and online marketing efforts to reach them.
Who: David Goudge What: Senior VP-marketing Where: Boise Cascade Office Products Corp. Why: Goudge, one of BtoB's "Marketers of the Year" in 2001, is trying hard to make CRM work for his company by providing new levels of marketing support for his 1,200-strong sales force.
Who: Mark Jarvis What: Senior VP-chief marketing officer of worldwide marketing Where: Oracle Corp. Why: Jarvis has helped Oracle build a strong presence in the burgeoning CRM industry via smart marketing campaigns. But the company still is playing catch-up with market-leading Siebel after a rough 2001.
Who: Abby Kohnstamm What: Senior VP-marketing Where: IBM Corp. Why: With marketers such as Oracle and Sun Microsystems aggressively attacking IBM's position, Kohnstamm must maintain her company's momentum in 2002. With IBM's solid-as-a-rock brand, she clearly has the upper hand.
Who: James E. Murphy What: Global managing director-marketing and communications Where: Accenture Why: Murphy accomplished the impossible last year, solidly rebranding the former Andersen Consulting with a new name and focus, thanks to a $175 million campaign budget. But the question for 2002 remains: Can Accenture keep up the momentum?
Who: Joyce Rogge What: Senior VP-Marketing Where: Southwest Airlines Why: Rogge helped keep Southwest flying high in the wake of the Sept. 11 attacks. Savvy marketing decisions and Rogge's long-term positioning of the airline as a no-frills, no-nonsense alternative for business travelers has given Southwest a jump on its hurting, giant rivals.
Who: Sarah Fay What: President Where: Carat Interactive Why: Fay led Carat's recent purchase of innovative agency Lot21 Interactive and Vizium. These moves, plus continued success with clients such as Palm and Bank of America, puts her agency on the short list for those seeking high-tech, customer-centric service.
Who: Brian Fetherstonhaugh What: Senior partner-global brands Where: Ogilvy (Ogilvy & Mather, OgilvyOne) Why: Fetherstonhaugh continues to push Ogilvy heavily into the b-to-b space, and the agency's creative-the IBM "Heist" ad won BtoB's Sawyer Award for best TV ad-time and again sets the standard for savvy messaging to IT pros and C-level executives.
Who: Cathey Finlon What: CEO Where: McClain-Finlon Advertising Why: With revenues that grew 19.8% despite tough economic times, Finlon's agency focused on client needs, operational efficiencies and outstanding creative to woo and wow Sun Microsystems, Qwest Dex and other top b-to-b marketers.
Who: Steve Humphrey What: CEO Where: One to One Interactive Why: Humphrey helped expand his agency's business with clients State Street, Motorola and Unisys, a move which boosted revenue 71% in 2001. The agency also landed new client Nextel.
Who: Michael McLaren What: Exec-VP Where: McCann-Erickson, San Francisco Why: McLaren directs the bulk of the agency's b-to-b work, including key client Microsoft. With the Windows XP campaign a success, he now has his hands full with the company's .NET campaign, which broke this spring.
Who: Greg Nickerson What: President Where: Bader Rutter & Associates, Brookfield, Wis. Why: Once again proving that some of the best agency work comes from the heartland, Nickerson has positioned Bader Rutter as a leader in industrial marketing, pleasing clients such as Dow Agro-Sciences and Caterpillar Inc.
Who: Alan Siegel What: CEO Where: Siegelgale, New York Why: Most of this branding agency's work comes from b-to-b, and Siegel has led the charge into less glamorous areas, attracting the likes of Boise Cascade, Lockheed Martin and American Express.
Who: Jim Stadler What: Senior VP-group director of b-to-b Where: DDB Chicago Why: Stadler champions DDB's business-to-business efforts, and his strategic and creative teams have produced some brilliant campaigns of late for the likes of Emerson Electric and USG Corp.
Who: Jeff Tarakajian What: President-CEO Where: Foote Cone & Belding, New York Why: Tarakajian and FCB helped launch several major campaigns in 2001, including ones for Compaq Computer Corp. and the U.S. Postal Service, It's no surprise the agency's b-to-b revenues grew a whopping 29.8% last year.
Who: Shelby Bonnie What: Chairman-CEO Where: CNet Networks Inc. Why: Since he began at CNet in 1992, Bonnie has worked to expand the IT portal's reach, depth and bottom line. Today, CNet serves more than 65 million users worldwide and attracts advertisers of all kinds.
Who: Jim Casella What: CEO Where: Reed Business Information Why: Following a rocky reign by Marc Teren, Casella recently took over the division formerly branded as Cahners. Casella has his work cut out for him, but he brings a solid track record of media success with him.
Who: Kelly Conlin What: President-CEO Where: International Data Group Why: IDG forges on despite the down year in tech publishing, thanks in part to its presence in highly specialized markets. Just last month, Conlin and crew launched new titles, showing that they're not going to pass up opportunities where they see them.
Who: Tom Kemp What: CEO Where: Penton Media Why: Last year, rumors flew that Kemp might be ousted from the troubled publishing venture. Though Penton's shares are still vulnerable, Kemp's still on board hoping to right wrongs many analysts say came out of the company's excessive expansion.
Who: Bob Krakoff What: Chairman-CEO Where: Advanstar Communications Inc. Why: Some of Advanstar's titles and most of its trade shows are hurting, but overall the company has been able to weather the storm better than most. Krakoff continues to push Advanstar's diverse portfolio to spread risk and avoid drastic budget cuts.
Who: Mike Marchesano What: President Where: VNU Business Media USA Why: Marchesano took over from J ohn Wickersham last year and was forced to make job cuts-especially in the Ad Week group. But it helps that Dutch parent VNU is liquid and plans to pump more resources into the business media division.
Who: Gary Marshall What: President-CEO Where: CMP Media L.L.C. Why: CMP Media has been hit hard by the tech downturn. Recently, Marshall authorized the shutdown of Internet Week (and subsequent relaunch as a Web-only property) but hopes that ads sales will return for titles such as Information Week.
Who: Scott Marden What: President, Information and Media Services Where: McGraw-Hill Cos. Why: To spur ad growth, Marden recently restructured business operations-and cut numerous jobs. Marden believes the company can make double-digit earnings gains in 2002, especially if top title Business Week rebounds quickly.
Who: Greg Strakosch What: Co-Founder and CEO Where: TechTarget Why: By slicing up the IT market into very specific sites that provide content and build communities, Tech Target maintains premium ad rates. Strakosch is aggressively pursuing a conference business and last year launched a print title, Storage.
Who: Greg Brady What: CEO Where: i2 Technologies Why: Brady was appointed CEO last May, and he's setting new directions for the company while managing day-to-day operations. Under his leadership, including his tenure as president from 1994 to 2001, revenues have grown to more than $1 billion.
Who: Dr. Pehong Chen What: President-CEO Where: BroadVision Inc. Why: Chen is a leading expert in the fields of new media and enterprise self-service software technologies that drive e-commerce. Chen recently unveiled new tools to help marketers integrate back-end systems with BroadVision Web portals.
Who: Colin Dyer What: CEO Where: WorldWide Retail Exchange Why: Since he came aboard in 2000, Dyer has led the e-hub in automating supply chain processes for member retailers and suppliers, such as Target Corp. and Safeway Stores Inc. He's built up membership and improved the organization's marketing efforts.
Who: Michael HagenWhat: Chairman Where: Verticalnet Inc. Why: Hagen has again re-invented the company he co-founded. This time, he's hired a new CEO, Kevin McKay, to sell off its 59 vertical hubs and move into supply chain technology.
Who: Donald Hayden What: Exec VP Where: Bristol-Myers Squibb Why: Hayden moved up the ladder at Bristol-Myers but still maintains purview over the pharmaceutical company's industry-leading e-business efforts. He's used the Web to manage relationships, educate doctors and fully integrate the company's supply chain.
Who: Mark Hoffman What: Chairman-CEO Where: Commerce One Why: Though many e-hubs failed in their first incarnations, Hoffman and his executive team at Commerce One still strongly believe in their benefits. His company is securely among the leaders of those trying to give buyers visibility and control over sourcing and procurement.
Who: Mark Holman What: President-CEO Where: e2open.com Why: Holman has helped e2open, which was created by a consortium of high-tech giants including IBM Corp., finally deliver on its promise of bulletproof supply chain and product collaboration services. As e-hubs evolve, the IT industry looks to Holman and e2open for leadership.
Who: J. Stuart Moore What: Co-chair and co-CEO Where: Sapient Why: Along with Sapient co-founder Jerry Greenberg, Moore takes a unique approach to business and tech consulting. Built on solid business fundamentals, the company has created products and services that deliver rapid, fixed-price solutions.
Who: Judith Sprieser What: CEO Where: Transora Why: Transora has slowly and quietly built a sound online hub for the more than 50 consumer package goods companies backing it, including Kraft Foods Inc. and Procter & Gamble Co. Sprieser's determination and industry experience have silenced many critics.
Who: Ralph Drybrough What: CEO Where: MeritDirect Why: Since Drybrough co-founded MeritDirect two years ago, the company has emerged as one of the leaders in b-to-b list services, offering more than 46 million names. Clients reap great rewards from Drybrough's 14 years of list experience.
Who: David Finkel What: President-CEO Where: Brann Worldwide Why: Finkel leads one of the globe's top direct response agencies in Brann, which boasts clients such as Bank of America, IBM Corp. and Procter & Gamble.
Who: Vin Gupta What: Founder and CEO Where: InfoUSA Inc. Why: Thirty years ago, Gupta had an idea and $100 in his pocket, he says. Today, that investment has been transformed into a $300 million list broker and management service reaching 3 million customers.
Who: Allan Loren What: CEO Where: D&B List Services Why: D&B may not have the most b-to-b names in the list business, but they manage some of the most lucrative ones. At the helm, Loren knows how to leverage his company's advantage-and long-standing brand-in a competitive market.
Who: Larry Kimmel What: CEO Where: Grey Direct Why: Analytics, database-driven target marketing and e-mail excellence keep The Grey Global Group Inc.'s direct marketing unit at the forefront of its industry.
Who: Donn Rappaport What: CEO Where: American List Council Why: When it comes to sheer numbers, few stand up to ALC's offerings of 113 million b-to-b names. But as top exec Rappaport can tell you, if you have both quantity and quality, you'll attract lots of business.
Who: David Sable What: President-CEO Where: Wunderman Worldwide Why: Though Wunderman has always excelled in traditional direct marketing, especially direct mail, teleservices and promotions, with Sable in charge it has made great strides in embracing the Internet.
Who: Ruth Stevens What: President Where: eMarketing Strategy Why: When it comes to customer acquisition and retention, there are few direct marketing consultants in Stevens' class. Her experience and expertise gained from top stints at IBM Corp., Ziff Davis and Time Warner put her in great demand.
Who: Tiana Wimmer What: General manager-direct marketing Where: Yahoo! Inc. Why: Wimmer, a former American Express Co. exec, hopes to steer Yahoo! down revenue streams-including direct marketing platforms and databases-beyond online advertising.
Who: Chuck Bay What: President-CEO Where: Kana Inc. Why: Sometimes the small guys can gang up to take on the giants, as Kana-a merger of Silknet Software, Rubric, Servicesoft and Broadbase Software-has proved in the CRM market. Bay has helped build e-CRM products that rival the major players' offerings.
Who: Doug Burgum What: President Where: Microsoft Great Plains Why: Microsoft's acquisition of Great Plains last year foreshadowed the software giant's entry into the CRM market. Burgum, who is also senior VP-business solutions for the corporate parent, will leverage Microsoft's .NET services to market CRM to small and midsize companies.
Who: Robb Eklund What: VP-CRM product marketing Where: PeopleSoft Why: This is a big year for Eklund and the ERP vendor as major product enhancements are on the way to help solidify PeopleSoft's position as a top-tier player in the CRM market.
Who: Richard Hochhauser What: President-CEO Where: Harte-Hanks Inc. Why: Hochhauser just added the role of CEO to his responsibilities at Harte-Hanks, a leading provider of global CRM marketing services and targeted media plans. A seamless succession should keep the company on course for success.
Who: Adam Klaber What: Managing partner, CRM consulting practice Where: PricewaterhouseCoopers L.L.P. Why: Last fall, PWC Consulting created CRM Accel, a global branding and sales initiative to position the company as a first-tier CRM consultancy. Klaber leads the effort to present top-of-the-line CRM systems to PWC's existing customer base.
Who: Bo Manning What: President-CEO Where: Pivotal Corp. Why: A 20-year veteran of the technology industry and builder of Deloitte Consulting's CRM practice, Manning leads the nimble, 5-year-old Pivotal's development of CRM software.
Who: Roger Siboni What: President-CEO Where: E.piphany Inc. Why: Along with Siebel Systems, E.piphany pioneered the CRM landscape, and today remains a proven leader in campaign management and analytics. Siboni recently helped ink a deal with Electronic Data Systems Corp. to work together on CRM innovations.
Who: Tom Siebel What: President-CEO Where: Siebel Systems Inc. Why: Siebel jumped on the CRM market early and his company is the undisputed leader in the space. However, he faces competitors from all sides and everyone wants a piece of the CRM pie.
Who: Ron Wohl What: Exec VP- applications development Where: Oracle Corp. Why: Wohl has integrated CRM components into the enterprise software company's E-Business Suite and Oracle 9i Database, which gives the company a built-in presence with much of the Fortune 500.
Who: Michael Della Penna What: VP-Marketing Where: Bigfoot Interactive Inc. Why: With help from Della Penna, Bigfoot has formed a new vertical client services group to target specific markets and provide e-mail programs that meet industry-specific needs.
Who: Harris Diamond What: CEO Where: Weber Shandwich Why: As leader of the world's largest PR agency, Diamond is currently overseeing a major restructuring of his organization to maximize operating efficiencies and take advantage of new opportunities. He also leads the agency's renewed commitment to serving U.S. technology companies.
Who: Bill Furlong What: President-CEO Where: B2BWorks Why: Furlong quickly adapted to market opportunities to transform B2BWorks from an ad serving company into a full-fledged online marketing agency. Today, the agency serves up e-mail strategies, online sponsorships, CRM and more.
Who: William Godfrey What: President-CEO Where: Aprimo Inc. Why: The enterprise marketing management software vendor boosted revenues last year despite the down economy. Godfrey's vision is to keep the money rolling in by adding new clients to its already impressive roster that includes General Motors, Pfizer and Compaq.
Who: Dan Maurer What: CEO Where: Emmperative Why: The marketing collaboration software developer has added Accenture to its list of investors, thanks to Maurer's vision and determination. The deal gives Emmperative access to Accenture's 75,000 consultants.
Who: David Moore What: CEO Where: 24/7 Real Media Inc. Why: Despite financial woes, Moore led 24/7 Media's purchase of Real Media Inc. last year. The deal is yet another effort 24/7 has made to supplement its ad network business, this time by reinventing itself as a software vendor.
Who: Dave Morgan What: President-CEO Where: Tacoda Systems Inc. Why: Morgan, founder and former chief of Real Media Inc., now leads Tacoda, a company he launched last year under the name True Audience, into the data integration software development business.
Who: Rick Segal What: CEO Where: HSR Business to Business Inc. Why: Segal was forced to make some painful staff cuts in 2001 and scrap plans to morph into an Internet consulting firm. Yet the agency still managed to pull off record revenue and profits.
Who: Gary Slack What: Managing partner Where: Slack Barshinger Why: Last year, Slack led his agency's merger with interactive and technology shop USA Chicago. The move gave the versatile Slack Barshinger even more weapons in its arsenal, including CRM services, virtual networks and possibly even software development.
Who: George W. Bush What: President Where: U.S. Why: No one right now has more impact on business than the commander-in-chief. While it's unknown how President Bush's efforts to jumpstart the economy will ultimately affect things long-term, his 10-year budget could provide boons to the defense and security industries.
Who: Sen. Tom Daschle What: Majority Leader (D-S.D.) Where: U.S. Senate Why: As the nation recovers from Sept. 11, Daschle's vocal role as foil to President Bush and the Republican party resumes. As Daschle leads his party's stance on issues-pro-technology, anti-Arctic-drilling- many business leaders are watching carefully.
Who: O. Burtch Drake What: President-CEO Where: American Association of Advertising Agencies Why: Under Drake's direction, the Four A's continues to heighten its b-to-b focus to help member agencies do the same. The association spent much of 2001 trumpeting the value of advertising in a downturn.
Who: Gordon Hughes What: President-CEO Where: American Business Media Why: Hughes helped the ABM increase membership to some 1,200 publications and more than 1,300 Web sites and launched aggressive pro-advertising campaigns.
Who: Rick Kean What: Executive director Where: Business Marketing Association Why: Building on his organization's strength, Kean led more educational seminars than ever. By sharing marketers' success stories, the BMA provided welcome optimism for its member marketers.
Who: Timothy J. Muris What: Chairman Where: Federal Trade Commission Why: Muris has pumped up FTC resources to enforce existing laws, and in 2002 will be looking at whether online privacy policies should extend to cover offline data and whether credit card data should ever be exchanged among marketers.
Who: John E. "Jack" Potter What: Postmaster General-CEO Where: U.S. Postal Service Why: Never before has the U.S. Postal Service received more public and corporate scrutiny. It's up to Potter and his board of governors to address several pending issues, including rate hikes, postal reform and security.
Who: John J. Sarsen Jr. What: President-CEO Where: Association of National Advertisers Why: The ANA's mission has never been more important. With marketers eschewing brand building in the face of budget cuts last year, Sarsen hopes to help ANA members regain what was lost.
Who: H. Robert Weintzen What: President Where: The Direct Marketing Association Why: Wientzen and the DMA emerged from 2001 having helped direct marketers through a recession, two postal hikes and the anthrax scare to reach a record $1.8 trillion in sales. ANALYSTS/ ACADEMIA
Who: Jean-Gabriel Bankier What: Senior analyst Where: Jupiter Media Metrix Why: Bankier leads Jupiter's groundbreaking b-to-b marketing research and analysis, and assists businesses in defining their Internet and distribution strategies.
Who: Scott Bedbury What: Author, "A Brand New World" Why: Bedbury, an ad and marketing exec for Nike and Starbucks at the height of their growth, penned a success story-driven book on branding that many top execs are raving about.
Who: Steve Butler What: Senior analyst Where: eMarketer Inc. Why: B-to-b specialist Butler has authored key reports, such as "E-Commerce and B2B Exchanges," which capitalize on Emarketer's approach of providing original research and then objectively comparing it to other analysts' findings.
Who: Robert DeSisto What: VP Where: Gartner Research Why: DeSisto is consistently ahead of the curve, and his latest work focuses on partner relationship marketing, a field he believes is the next big e-business collaboration market and logical extension of CRM.
Who: Rob Enderle What: VP Where: Giga Information Group Inc. Why: A long-time observer of the computing industry, Enderle predicts space-saving PCs, voice browsing, ultra-wideband wireless and secure mobility will soon forever change the way we work and live.
Who: Malcolm Gladwell What: Author, "The Tipping Point" Why: While he might not be a marketing guru, frequent New Yorker contributor Gladwell has captured the attention of CXOs with his discourse on how and when small "outbreaks" become big "epidemics."
Who: Philip Kotler What: S.C. Johnson and Son Distinguished Professor of International Marketing Where: J.L. Kellogg Graduate School of Management, Northwestern University Why: Kotler is considered by many to be one of the world's pre-eminent marketing minds, and serves as a top-flight consultant to numerous companies.
Who: Jim Nail What: Senior analyst Where: Forrester Research Inc. Why: Nail is Forrester's resident expert on Internet advertising and has led the firm's eye-opening research in online ROI, multimedia branding and cross-media marketing.
Who: Al Ries What: Chairman Where: Ries & Ries Inc. Why: The oft-quoted, much respected Ries has co-authored several seminal books on marketing and runs a consulting business with his daughter, Laura.