• CNN, Tuesday, December 20, 2011 12:33 PM

CNNMoney examines what appears to be the new Twitter. Meaner -- if not leaner, as it’s grown from 120 to nearly 800 staffer in under two years. “The company is laser-focused on two things right now, insiders say: refining its product and making money.” Led by its once-exiled co-founder Jack Dorsey, "It's not cute anymore if Twitter doesn't work," an inside source tells CNNMoney. “Dorsey, say those who have worked with him, is cut more in the Steve Jobs mold.”

“He's a relentlessly driven product perfectionist who currently spends eight hours a day at Twitter and then puts in another full day working on his second start-up, Square.” With no patience for inefficiency, Dorsey rejoined Twitter nine months ago with one goal: find problems and fix them. Perhaps as a result, after years of experimentation, Twitter's advertising-driven business model is starting to pay off, according to CNNMoney.

The microblogging pioneer now has 2,400 advertisers running campaigns through the site, up from 1,600 in the spring, Twitter Chief Revenue Officer Adam Bain said recently at a conference. Meanwhile, two new partnerships illustrate the company's monetization road map, CNNMoney notes. Twitter just formalized its alliances with Crimson Hexagon and Mass Relevance, a pair of startups that connect brands and media companies with Twitter's chatter stream.

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