Microsoft To Restructure Marketing Department


Recently appointed Chief Marketing Officer Chris Capossela is restructuring Microsot's marketing operations in hopes of making the company leaner and meaner, according to Bloomberg News. Marketing staff with technical skills will be moved to engineering groups while as many as several hundred staff could be cut.

Microsoft spent nearly $14 billion on sales and marketing in the last fiscal year, devoting 25,000 of its 90,000 employees  to the task. Yet, in recent years, Microsoft has developed a reputation for being stunningly ineffective in its marketing. The company may have trouble supporting such poor returns on its marketing dollars at a time when it must plow huge sums into expanding share in such strategic sectors as search, cloud computing and mobile phones.

Microsoft has not confirmed the reports of a restructuring, but media reports suggest an announcement could come within the next month.  

The 2016 Washington Manufacturing Awards: Legacy Award

The 2016 Washington Manufacturing Awards: Legacy Award

Winner: Belshaw Adamatic Bakery Group
Legacy Award
Belshaw Adamatic Bakery Group
Auburn ›
When it’s time to make doughnuts — or loaves of bread, or sheets of rolls — it could well be a Belshaw Adamatic piece of equipment that’s turning out the baked goods. From a 120,000-square-foot plant in Auburn, Belshaw Adamatic produces the ovens, fryers, conveyors and specialty equipment like jelly injectors used by wholesale and retail bakeries.
The firm’s two legacy companies — Belshaw started in 1923, Adamatic in 1962 — combined forces in 2007. Italy’s Ali Group North America is the parent.
It it takes work to maintain a legacy. A months-long strike in 2013 damaged morale and forced a leadership change. Frank Chandler was named president and CEO of Belshaw Adamatic in September 2013. The company has since strived to mend workplace relationships while also introducing a stream of new products, such as a convection oven, the BX Eco-touch, with energy saving features and steam injection that can be programmed for precise times in baking. The company energetically describes it as “an oven that saves time, reduces errors, makes an awesome product, and is fun to use and depend on every day!”
So far, more than 3,000 have been installed in quick-service restaurants, bakeries, cafés and supermarkets in the United States. They are the legacy of Thomas and Walter Belshaw, former builders of marine engines, who began producing patented manual and automated doughnut-making machines in Seattle 90 years ago. They sold thousands worldwide and, today, Belshaw Adamatic is the nation’s largest maker and distributor of doughnut-making equipment.