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SuperMedia's CEO Discusses Q1 2011 Results - Earnings Call Transcript

Matt is a local media pioneer who is credited with creating the first national online yellow pages and in integrating online search, advertising and shopping. Matt has been an officer and director of companies providing online commerce, mobile services, search and advertising solutions, as well as print and online directories. His knowledge of our operations, his 6 years as director and then chairman of the Yellow Pages Industry Association (sic) [Yellow Pages Association], his experience overseeing corporate communications, advertising and branding for major corporations and his involvement in negotiating and manage numerous business transaction and partnerships will be a great asset for our company. Matt will drive the process of developing and refining our company strategy and marketing functions across print, online, mobile and social media, as well as oversee business development and partner relationships.

Matt, Dell and Steve and the entire company are now implementing the go-to-market approach that I mentioned on the last call and was presented to the entire company during a series of first quarter employee roadshows. The go-to-market approach better aligns our company with our mission of helping small and medium-sized businesses grow through effective local marketing solutions across print, online, mobile and social media. The initiatives are designed to stabilize our core products, leverage new offerings within our network and broaden the distribution of our customers' content.

First, sales compensation now focuses on customer and revenue growth and retention instead of focusing on selling specific products.

Second, our sales structure as a whole is realigned to place accountability for profitability at the local office level and to capitalize on face-to-face customer interactions.

Third, the training of our sales force has a new direction. Now looking at how to sell on value to establish long-lasting customer relationships instead of focusing on how to maneuver through internal systems and product specifications. We've also streamlined those internal systems with new and improved reporting and process changes.

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