Christine Crandell

President, Chief Experience Innovator, author, speaker and blogger at New Business Strategies

By Christine Comaford

I’ve gotten to know Christine over the past decade through our ongoing debates on the role marketing should play in shaping company strategy and in operationalizing that strategy. Over the years I’ve seen her successfully take companies through significant transformations. Transforming Egenera from a hardware vendor into a software channel business model and reshaping Ariba’s market strategy to transform the company into a profitable SaaS vendor are just a few recent examples. The world is changing, as are the rules, and Christine is a change agent.

Today, Christine is driving thought leadership around how social media is reshaping B2B marketing and selling. She refers to this as the "Buyers Journey" and is changing how CEOs are thinking sales, marketing and organizational alignment.

Before rejoining New Business Strategies, Christine led global marketing for Accept Software Corporation to be revenue productive and recognized as a thought leader by media, bloggers and analysts. Before joining Accept Software as the SVP of Global Marketing, Christine Crandell was the executive vice president and chief marketing officer for Egenera. In her role she was responsible for global marketing, strategy, business development, alliances, sales enablement/training and was the executive sponsor of Dell, the firm’s first strategic software OEM relationship. Prior to Egenera, she was vice president of marketing for Ariba and held management positions with Oracle, SAP America, SAP AG, and PriceWaterhouse.

I met Christine when she was started New Business Strategies working with enterprise technology companies in North America and EMEA. From 1996 to 2004, she led many of the world’s leading organizations through transformational change as president of New Business Strategies. Raised in Europe, she is a natural global citizen and fluidly works across cultures. It’s her innate curiosity and desire to help others that fuels her passion for strategy.

Christine Comaford is a New York Times bestselling author, former advisor to Presidents’ Bill Clinton and George Bush, CEO of Mighty Ventures, and a leading executive coach.

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Featured Stories
Getting Thinkers, Blamers and Junkies to Align
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by Christine Crandell
Here’s some good news in this perilous economic climate: The need to do more with less -- and faster -- is bringing sales and marketing teams together. More than a half of B2B companies are talking about aligning the two teams.
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The Ascent of Incent for Marketing
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by Christine Crandell
Sales people, cynics have said, are coin operated – driven solely by financial incentives.  Marketing people, on the other hand, are generally salaried and have their attention fragmented across a range of different activities including some with only remote ties to revenue generation.  Yet marketing and sales are co-dependent functions and their coordination is critical to any company’s success.  One pragmatic way of bringing the two into line involves rethinking the approach used to compensate Marketing people who, like their counterparts in Sales, also respond to incentives.
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Contributions
Video: Interview with Christine Crandell on B2B Marketing Trends
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4 minute interview by Erick Mott of CreatorBase with Christine Crandell on B2B marketing trends.


Article: SaaS Marketing tools to help the transition to Social Enterprise
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Companies that do not become Social Enterprises will not survive this economic cycle. Becoming a Social Enterprise is, however, more than just having a Facebook page or a Twitter account. It is a transformation in how your business thinks, decides, works and collaborates.


Article: An Angel Brings Voice to Twitter
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The advantage of adding voice to the social experience is that it is a one-way voice print that can be analyzed. For enterprises with social customer contact centers, Angel’s voice transactions add a personal touch that otherwise couldn’t be achieved and the conversations can be analyzed and managed via metrics.


Article: Salesforce.com CEO Calls for a Business 'Arab Spring'
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This year the message was the Social Enterprise and the need for a social revolution. In order to delight customers, companies must leverage social media to drive brand loyalty, enable buyers on their self-directed purchase journeys, and accelerate revenue cycles. The opportunity through social ‘conversations’ is to bring buyers and sellers more efficiently together in new, more creative ways.


Article: How Alignment Helped Sales Win
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Alignment is not a ‘one and done’ activity; it is a way of doing business. Once these activities become productive, expand the number of people involved and begin addressing other Buyer touch points, set shared goals, service level agreements, common metrics, and work toward building a unified culture within the two groups. Getting Sales and Marketing to align to the Buyer can make the difference between company success and failure.


Article: Tipping Business (and the Economy) in the Right Direction
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To align to your Buyer, organizations need to know all the various paths and the destinations along the way, in detail. A high level or generic view of the Buyer’s Journey obscures the actionable information; the data that enables you to deliver a valuable experience made up of meaningful content presented to the right persona at key junctures on their buying paths.


Article: Corporate America, Pull Up Your Socks
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The opportunity I see to drive economic growth is tremendous. Granted it’s scary but the alternative is even more frightful. As my dad used to say, “time to pull up your socks and get moving.”


Article: How Madmen Lost their Mojo
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There is a rising tide of voices about how marketing’s loss of ground in the corporation is attributable to its lack of ‘knowing the numbers’. The Madmen of Marketing are responsible for knowing what markets will buy and how to get them to buy the products their company sells.


Presentation: Quelling the Clash of the Titans
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Keynote for sales and marketing conference DemandCon 2011 in San Francisco.


Article: Innovation Strategy Needs IT Input
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With product innovation and differentiation critical to business success, IT should have a larger role in innovation strategy across the enterprise.


Article: Changing Face of How Work Gets Done
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We’ve all benefited from the productivity gains of enterprise software but the gaps are glaring in product innovation, actualizing business strategy, and synchronizing company activities in light of constantly changing priorities. These are threatening not only job creation but company survival.


Article: Why Some Companies Successfully Innovate and Others Don't
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Collaboration, communication, and automation separate the successful from the strugglers.


Article: Why The Obama Administration’s Innovation Agenda Is Off Target
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Obama and his new innovation czar – former AOL chief Steve Case – make references to America’s history in inventions like the lightbulb, the automobile and the telephone in the same breath as more recent innovations like Facebook and the iPad. But there are distinct differences.


Article: Viewpoint Bright Ideas, Dim Prospects
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The old-fashioned suggestion box won't spark real change unless agencies follow through.


Article: 3 Steps to a More Effective Voice of the Customer Program
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A well run voice- of-the customer (VoC) program can be a formidable source of ideas for new products, enhancements to existing products and untapped uses for underlying technologies. However, despite a genuine desire to effectively incorporate customer voice into product decisions, the execution is often where the obstacles lie.


Article: Reinventing Edison
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Great inventor though he was, Thomas Edison could have benefited from advice on innovation in a post-recession market


Article: Time to Kill the Suggestion Box
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This suggestion box may lead to some of the greatest advancements in oil cleanup in decades. As a company that lives and breathes innovation and ideation however, at Accept Software we know that the suggestion box is a cruel creature. It's no surprise that mainstream media is flooded with reports of inventors that feel they're being ignored - leading to a public perception that the whole thing is a PR sham.


Article: Bracing For The Big Conversation
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We've all been there. It's that dreaded moment of truth when you realize that having The Talk, The Big Conversation, perhaps even The Great Ultimatum, is inescapable. It could involve your child, your spouse, your subordinate or your colleague. But in every case, it only arrives when it's too late to pretend that the conflicts aren't there or don't really matter.


Article: Getting Thinkers, Blamers, and Junkies to Align
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Engaging the head of sales in the alignment conversation requires a strategy that is tailored to their style and beliefs about Marketing's value add. In general, sales' style typically falls into one of three categories: Thinker, Blamer or Junkie.


Article: Marketing's Big Disconnect
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People do what they are paid to do, and the pay for Sales personnel clearly reflects that. For Marketing, however, the linkage between revenue and compensation is far from clear. So institutionalizing a positive alignment between Sales and Marketing requires changing the way Marketing teams are compensated.


Article: Sales & Marketing Alignment: Thought leadership with Christine Crandell
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B2B Marketing thought leader interview series. Christines thoughts on organization and how marketing can earn credibility and go toe-to-toe with sales leadership are definitely worth reading.


Article: Getting Sales to Improve Marketing's Leads
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Marketing professionals live for campaigns, Sales professionals loathe them. Their disagreement is this: of all the leads that Marketing brings into the pipeline, not that many actually result in booked revenue. It's a constant challenge that's rooted in the lack of alignment between Sales and Marketing. Everyone wants better campaign results, and happily, there is a way.


Article: CMOs: Five Strategies for Navigating the New Corporate Landscape
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Those who hold the Chief Marketing Officer, or CMO, title also carry a dubious distinction: They occupy the C-level executive post with the shortest tenure. To a great extent, the position's limited life span results from the fact that what was once primarily a circumscribed branding function has ballooned into a diversified strategic and operational role.


Podcast: An Interview with Christine Crandell, Alining Your Sales & Marketing
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A discussion on 10 key things to determine how aligned your organization's sales and marketing is and some best practices.


Paper: Advancing Application Availability with PAN Manager Software PDF
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Once reserved for only the most-critical services, high availability and disaster recovery have become essential requirements across the spectrum of enterprise applications.


Article: Marketing and Sales: Integrate and Prosper
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Cross-department collaboration is the key to motivating employees and driving revenue.


Article: How Ariba Became a Market Leader by Getting Sales and Marketing to Cooperate
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Coordination between a company's sales force and its marketing department requires direct and active intervention. This is a case study on how Christine Crandell brought the two functions together.


Article: Sales and Marketing Need to Sleep in the Same Bed
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Differences in the way that sales teams and marketing departments are managed lead them into conflict. Every company struggles to keep sales and marketing aligned - staying focused on "one lead, one view, and one result." Through hard work, many attain alignment only to lose it in the following years as people and priorities shift. Here are some strategies for harmonizing their mission.


Article: Preparing Today for Tomorrow's Rebound
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Five steps companies can take to evolve from a recessionary "tortoise" to a rebound "hare".


Article: Manage Your Brand, Manage Your Career
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Building and communicating a distinctive brand around your interests, talents and experience is the key to differentiating yourself in today's job market.


Article: Beyond Virtualization to the Reliable, Dynamic Data Center
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"When coupled with network and storage virtualization, virtual machines offer sophisticated forms of high availability, disaster recovery, and service migration across all forms of platforms," says Christine Crandell in this exclusive Q&A with SYS-CON's Virtualization Journal. "When managed together, these new levels of abstraction will enable true utility computing, cloud style elastic compute services, and forms of IT services that are fully driven by business priorities rather than technical convenience."


Article: Sun Executive Boardroom: On the Spend Management Journey to ROI with Ariba
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Managing Costs throughout the enterprise requires controls, but as with any initiative, these controls become more effective as they become adopted throughout an organization. Enter spend management, the discipline of squeezing the most out of each procurement dollar throughout the enterprise. Sun talks to Christine Crandell about how spend management can increase competitiveness for companies of all sizes in the global marketplace. Once a mysterious element of the financial department, spend management has increasingly become intregal to other areas in the enterprise, from operations to marketing and product management.


Christine Crandell
The personal blog of Christine Crandell
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  • To Prove Marketing’s Value, a CMO Must Learn to Speak Like a CFO
  • November 09 2016
    As Rod sat outside the conference room waiting to be called in to present Marketing’s quarterly results to the board of directors of his Fortune 50 public company he reflected on how marketing is changing. What a long strange trip it’s been from the Grateful Dead song “Truckin’” keeps popping into his head. Rightly so, […] The post ...
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  • How Ethical CEOs Lead Unethical Companies
  • November 09 2016
    We all know or heard of someone who did something they shouldn’t have. A long time ago I worked with someone who was responsible for setting up international sales events. She would book the venue on her credit card, get reimbursed and then cancel it, pocketing the cash. There is little disagreement that this is […] The post ...
    read more >>

  • How Leaders Should Ground Business Strategy in Customer Success
  • November 09 2016
    Why is customer centricity such a challenge? Theories abound ranging from customer ownership delegated to someone other than the CEO; a culture that does not appreciate the link between employee engagement and customer success; lack of in-depth customer understanding; processes that don’t consistently deliver a valued lifetime experience; or a perspective that customer engagement belongs […] The post ...
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  • Customer Experience Is A Culture Problem
  • November 09 2016
    Customer experience has undergone a dramatic transformation over the past four years.  Beginning as a new software category promising to help companies delight, convert and retain customers to where it is today, a business discipline, focused on aligning culture, strategy and processes to audiences’ lifecycle expectations. The road has been a bumpy one. The software […] The post ...
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  • Customer Co-Creation Is The Secret Sauce To Success
  • November 09 2016
    The operative phrase is to “be involved in”. Increasingly, that is taking the form of customer co-creation. Prahalad and Ramaswamy defined co-creation as “the joint creation of value by the company and the customer; allowing the customer to co-construct the service experience to suit their context.”  In my work, I define co-creation as the “purposeful […] The post ...
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  • Want to Improve Customer Experience? Ask Your Customers for Help
  • November 09 2016
    Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define this as “the purposeful action of partnering with strategic customers and employees to ideate, problem solve, improve performance and/or create a new product, service or business.” Today, almost two decades after customer co-creation was introduced […] The post ...
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  • How IoT Redefines What Sales Success Looks Like
  • November 09 2016
    Back in the 1960s the successful salesperson was typically seen as a confident and trusted ally that helped you solve a variety of business issues.  It’s a given that the product or service had to work; the core of the relationship, however, was personal.  It was between two people who trusted each other and were […] The post ...
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  • Chatbots Will Be Your New Best Friend
  • November 09 2016
    Chatbots came on the scene in 2011 as business intelligence, artificial intelligence and messaging platforms combined into new forms of responsive technology.  New ways were needed to support companies interacting with buyers and provide customer support that aligned and could evolve with changing communication habits. What is a chatbot?  A messaging application, sometimes referred to […] The post ...
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  • Latest Customer-Centricity Battleground Is The Website
  • October 19 2015
    Websites are big investments for any organization.  Often perceived as the ‘face’ of an organization, the goals of corporate websites range from educating, selling to engaging customers or simply chest thumping on how totally awesome the company thinks it is. Just about everyone feels they have a voice when it comes to their organization’s website […] The post ...
    read more >>

Christine Crandell
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