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Christine Crandell

Christine Crandell
An accomplished and passionate leader, Christine Crandell has over 20 years strategy and marketing experience in enterprise technology. An expert in defining, implementing and sustaining transformative strategy, Christine is a serial CMO and has served as CEO, COO, and board of director advisor to dozens of early and growth stage private and public companies.

Salesforce Opens The Door To Competitors

When Salesforce.com was launched in 2000, it revolutionized the software industry and the cloud movement was born. While the motto was ‘the end...

Training is Sales and Marketing’s BlindSpot

Despite rapid advances in technology like Big Data, behavior based marketing automation, customer engagement platforms and intent data through content consumption marketing; the lament...

5 Customer-Alignment Myths That 2015 Will Bust

2014 has been a transformative year for customer experience. Companies moved from talking about how they value the customer to...

Outside-In Customer Experience Is The Best Offensive Strategy

B2B companies are realizing that the real rockbed of building enduring customer relationships lies in the perception customers hold of value.  Value is increasingly...

3 Steps To A Killer Content Strategy

Originally posted on Salesforce.com Blog at http://blogs.salesforce.com/company/2013/10/killer-content.html 30% of B2B marketing budgets are spent on content according to the 2013 B2B Content Marketing Report, yet...

14 Articles Every CMO Should Read

A couple weeks ago I wrote a post "The Myth that Marketing Automation Reveals Buyers' Journeys" that explained there was increasing consensus among analysts,...

Chief Revenue Officer: A Failed Experiment or an Evolutionary Step?

The clash between marketing and sales departments has fostered the growing popularity of a new position – the Chief Revenue Officer – to bring...

Buyer 3.0 (a.k.a. What Social Tells You About Buyers)

The klaxons are ringing in corporate halls. To use an old praise, someone "moved the cheese". Marketing programs are struggling to consistently produce...

6 Laws of Social Transformation

As uncertainty continues in the economy, winning new revenue is increasingly challenging. How B2B companies purchase their direct and indirect goods and services has...

Big Thinkers, Wine, Lithium and the Perils of Social Change

The catalyst was a book launch of Lithium's chief scientist Dr. Michael Wu. The location was the Prospect Restaurant in San...

Solving the Riddle of Demand Generation

Driving demand that results in customers is Marketing's primary mission. Yet Chief Marketing Officers (CMO) struggle to deliver predictable pipelines which has hurt its...

How Madmen Lost Their Mojo

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...

An Angel Brings Voice to Twitter

Tradeshows are like Scavenger hunts. You have a list of items to be found but inevitably along the way you discover something wonderful...

How to Start Your Own “Arab Spring”

The need for change is in the air; it comes up in every conversation. Marc Benioff, Salesforce'sChairman and CEO passionately espoused change at...

The ROI of Booth Babes?

Last week's Dreamforce conference was one of those 'must be there' events. Boasting a recording breaking audience, it was a who's who of...

Tipping Business (and our Economy) toward Growth

The market's response to the S&P downgrade of American debt was panic. The 'Great American Downgrade' is what I'm hearing it being referred...

Time to Pull Up Our Socks

Like most people, I have one eye on the debt ceiling and unemployment debate. Sorting reality from spin and the juvenile drama reminds...

73% Of CEOs Say Marketers Lack Credibility

Fournaise, a marketing consulting firm, recently completed a study that found that marketers and CEOs have a big disconnect. I don't disagree there...

Customer Acquisition is a Myth

The economy is working on rebounding and companies are gearing up. Pipelines and revenues are heading north and hiring along with it. ...

IT’s Star Role in Innovation

It could be a modern Cinderella story. As chief executives struggle with harnessing product innovation to their corporate carriages so as to propel...

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