August 18th, 2008
Former Googler leaves WebTrends searching for a new CEO, finding Alex Yoder
It seems like only yesterday—or April—that I was pitching conspiracy theories about Portland-based WebTrends‘ new CEO, Dan Stickel. With Stickel being a former Google employee, I thought I saw the potential for our local Web analytics company—one with a bit of a checkered history—to have a clear path toward acquisition.
But that changed today with the news that Stickel was resigning and that Alex Yoder, a WebTrends veteran, had been appointed CEO:
In naming Yoder as CEO, the board turned to a WebTrends insider with seven years of experience at the company, and who most recently led WebTrends to its most successful quarter in history as its vice president of sales. He also has been one of the key executives leading the company’s long-term strategic planning, and has over 20 years of global business experience.
Sources close to the announcement say that there is a “tremendous amount of excitement” about Yoder ascending to the leadership role. And that the news was incredibly well received throughout the company.
According to Yoder’s WebTrends bio:
Yoder has been responsible for strategic oversight of all WebTrends marketing and sales activities in North America. Alex has built his team around industry and product expertise and has transformed the culture to emphasize customer relationships, providing complete online marketing solutions with world class services.
On a tangential and random “isn’t it a small Portland Web scene?” note, Yoder also graduated from the same tiny college that Mike Rogoway of The Oregonian and I did—Whitman College in Walla Walla, Washington. So I mean, that’s good, right?
And speaking of Mike, he got the chance to chat with Yoder and share some insight on Yoder’s new gig:
Yoder joined WebTrends in 2000, then left early in 2007 to become vice president of sales at a company called Touch Clarity after becoming disillusioned with WebTrends’ direction.
Yoder rejoined WebTrends in January of this year, feeling that the company’s focus had returned. He said he hopes to bring stability to the Portland company, and said that he expects his history with the company will help him build trust with WebTrends’ employees.
In my opinion, having someone like Yoder, who has been with the company through the thick and thin of the last few years, should prove a positive move for the company. And should—hopefully—help WebTrends continue along its path to recapture the heights of its dotcom-days greatness.
And while it doesn’t necessarily take the whole acquisition conspiracy theory off of the table. It does make things seem a great deal more stable.
Upon hearing of the new change at the helm, I couldn’t help but think of another Oregon company—Nike—who not-so-long-ago had its own share of CEO drama as it rapidly transitioned through an outsider CEO, only to bring Mark Parker, an insider, up to the chief executive office.
The move has been a successful one for Nike. And here’s hoping that it’s equally successful for WebTrends.
Portland-based WebTrends provides web analytics and online marketing solutions to optimize marketing campaigns and customer engagement. WebTrends Marketing Lab delivers the industry’s most recognized analytics, SEM, and visitor intelligence solutions to enable companies to understand their customers, drive customer engagement, and enhance marketing and brand awareness. Thousands of leading global organizations, including General Mills, Microsoft, Reuters and Ticketmaster have chosen WebTrends business solutions and client services expertise to optimize their customers’ online experiences. For more information, visit: www.webtrends.com.