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.
The Egoist, Strategist, and Tactician
Sales and marketing leaders come in all types of personalities and leadership styles. Figuring out what 'makes them tick' and how to get...
Startup America: Open Letter to Steve Case
By now a lot of you have heard of the latest government initiative in a string of efforts from the Obama administration to push...
Why Your Corporate Website Should Die
From the moment our new corporate website was born we were already planning its demise. Corporate websites have become the communications cornerstone of every...
2011: Redux of 2010
Popular consensus was that 2011 would shape up to be a stronger economic year than 2010. The rebound would be firmly established and, as...
When Sales Misses Their Number
It's that time of year for most companies – quarter- and year-end. I call it the 'twitchen time'. The time when sales...
Marketing Operations’ Unlikely Owner
What isn’t measured can’t be managed. That is as true for marketing as it is for any operationalization of business strategy. It’s a sign of maturation...
PR is the Lost (Sales) Opportunity
Media relations is an area where sales and marketing have different expectations. Sales, not really understanding how PR works, see it as a key...
Lessons From The Aligned
In the quest to find companies that know how to keep sales and marketing aligned, I interviewed a handful for truly remarkable CEOs. They...
The Smoking Gun of Alignment
There used to be a time, before the tech-bubble bust in early 2000, when the route to CEO was through the CMO’s office. The...
Thinker, Blamer, Junkie
Here’s some good news in this perilous economic climate: The need to do more with less — and faster — is bringing sales and...
Defining Sales and Marketing Optimization
The need to do more with less, faster has brought sales and marketing to figure out how to work better together. There is antidotal evidence...
Musing with Marketo
Over the past months I’ve gotten to know the folks at Marketo and their concept of revenue cycle optimization. At a high level, it’s about...
Marketing’s Big Disconnect Over Pay
Sales people, cynics have said, are coin operated – driven solely by financial incentives. Marketing people, on the other hand, are generally salaried and...