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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  • 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 ...
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  • Adobe Study Finds Email Is An Addiction
  • August 26 2015
    We all complain about it, threaten to shut it down and not look at it for it consumes countless hours with questionable productivity benefits.  I’m talking about our electronic tether to and the most convenient form of social escapism from the real, physical world – email. I have this game I play once a week, […] The post ...
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  • My Data Is Sexier Than Your App
  • August 23 2015
    I hear a rumble and it’s not the earthquake that hit the San Francisco Bay Area last week.  It’s a market shifting; one of those “who moved the cheese” kind of rumbles. Marketers are challenged in achieving full customer lifecycle visibility and understanding how data science can drive more effective customer engagement and conversion.  So […] The post ...
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  • 2015 State Of The Customer Success Profession
  • July 09 2015
    The “age of the customer” has had a dramatic effect on organizations.  New positions abound that didn’t exist five or 10 years ago.  One of those positions is the customer success manager. The concept is to have a team of employees focused on exactly what the position’s title describes – the success of the customer.  […] The post ...
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  • Lessons Serial CEOs Wish They Knew When They Started
  • June 24 2015
    Dr. James Canton, a futurist, stresses that companies must continually change to survive. “Uber-connectivity, high velocity, real time transactions, IoT and data overwhelm the average company struggling with fragmented technology, data and asynchronous transactions,” Canton recently shared with me. Most leaders, of any generation, are ill-equipped to deal with the multitude of challenges in front of […] The post ...
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  • Why Sales Just Can’t “Show Me The Money”
  • January 27 2015
    The engine of every company is customer acquisition. Customers translate into revenue which fuels job creation, investment and shareholder value. Without customers there is no business. They are the fly wheel of economies and societies. While everyone in an organization has a role in customer relationships, finding and winning customers largely falls on the shoulders […] The post ...
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  • Tearing Down The Silos That Cloud Apps Create
  • January 11 2015
    The Cloud is a wonderful thing.  For companies, departments, teams and employees it means freedom and, to a degree, self-determination. They can quickly find and start using applications that empower them to be more creative, efficient, collaborative, and competitive. Free to tap into virtually any SaaS application without IT involvement, the era of the Cloud has […] The post ...
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  • Salesforce Opens The Door To Competitors
  • December 06 2014
    When <a href=”http://www.salesforce.com/”>Salesforce.com</a> was launch in 2000, it revolutionized the software industry and the cloud movement was born.  While the motto was ‘the end of software’, back in those days the company was also all redefining CRM /SFA (sales force automation).  The Salesforce promise was its application was designed for and to help sales people […] The post ...
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  • Training is Sales and Marketing’s BlindSpot
  • November 20 2014
    Despite rapid advances in technology like Big Data, behavior based marketing automation, customer engagement platforms and intent data through content consumption marketing; the lament of CEOs and Boards of Directors on the ineffectiveness of marketing is growing.   Their beef with marketing is over a disconnect between budget, priorities, and revenue ROI.   For CEOs the only […] The post ...
    read more >>

Christine Crandell
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