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B2B FEATURE PERSON
Laura Wagner, VP, Operations, Care, Advanstar Laura Wagner, VP of operations and primary care at Advanstar Communications, and her team recently built a project management infrastructure, starting with a projec t management teamand a promotional operations group, which enables them to execute special project work internally. “I was also involved in developing a new profile for the type of sales leaders that are neededto meet the changes in the market,” she adds. “We have successfully recruited such individuals and are on our way to a new sales model that is more in alignment with the current market needs.” Wagner had been in the transportation industry (UPS) for 10 years when she decided it was time to make a change. “Publishing always had my interest, so I answered an ad for a group sales manager for Advanstar. That was 12 years ago, and the rest is history,” she says. Being new to media, Wagner had to overcome the expected and natural skepticism from colleagues who regarded her not only as a publishing industry outsider, but one who entered the industry in a management role. “Fortunately, the experience and tools that I gained from my former employer allowed me to jump n and quickly adapt to the business and industry,” she shares. For those starting out in the b2b media industry, Wagner advises using common sense. “Work as a partner,” she says. “Provide honest and direct insight. Many people find it tough to confront situations or they don’t want to disagree in fear of hurting feelings or a bad political play.” Wagner maintains that it is OK—and at times, necessary—to respectfully disagree. “Many important decisions are made based on information and insights that we provide to one another. It is so important that we provide clear, factual and honest insight. If two partners always agree, you don’t need the other one.” Wagner lives in Cleveland, where she loves spending time with her family, decorating her home, watching old movies and working out—when she can squeeze it in. She reads Portfolio, Selling Power, min (min’s b2b’s sister publication) and Folio “to keep up with what is going on in the market,” and for fun she reads Oprah, Women’s Health and anything to do with home care, gardening and decorating. COMMENTS
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