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Yamaha Reorganizes Sales, Marketing Departments

4/21/2003 02:00:00 AM Eastern

Yamaha has reorganized its sales and marketing organization to deliver "closer coordination between sales training, promotion and marketing so that all are on the same page at the same time," sales VP Steve Caldero told TWICE.

Under the changes, effective April 1, the advertising and marketing departments will report to Caldero.

The company also divided its sales force into two groups, each focused on different segments of Yamaha's home businesses and each headed by a national sales manager.

One group is headed by national sales manager Bart Greenberg. He was hired last year to sell video products. Greenberg will focus on selling video and audio components, including the MusicCAST networked audio system, through A/V specialty dealers and custom installers. The group will include three regional sales managers.

The second group, whose national sales manager has not yet been named, will sell the brand's Concert Systems, consisting of shelf systems, packaged home theater systems and lower-priced audio components. Within the group, one account manager will be responsible for traditional mass market retailers that sell only Yamaha's Concert Series, including Best Buy and P.C. Richard. That account manager is former regional sales manager Dave Sandberg.

A second Concert Series account manager will target nontraditional channels that Yamaha hasn't aggressively targeted before. They include premium channels and possibly the rent-to-own and military markets, Caldero said. Larry Johnson, formerly with Yamaha's multimedia group, will fill this position.

In the United States, Yamaha will leave the CD-RW drive aftermarket by the end of the year, Caldero said. It isn't clear if Yamaha will continue to market other multimedia products, including speakers, external sound cards, and A/V receiver/speaker systems that integrate with PCs.

As part of the restructuring, marketing VP Tom Graham becomes corporate planning VP.