Christine Crandell: Best Practices to Become Customer-Aligned

Customer Strategy Using the Principles of War

Companies operate in an intensely competitive global market characterized by glorious victories and devastating defeats. Imperialistic and samurai acquirers, predatory pricing, customer-determined revenue growth and product success, and enigmatic deployment of resources, coupled with the increasing ...

How Leaders Should Ground Business Strategy in Customer Success

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;...

How Ethical CEOs Lead Unethical Companies

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...

To Prove Marketing’s Value, a CMO Must Learn to Speak Like a CFO

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...

What B2B CMOs Will Face Tomorrow — 5 Emerging Trends

In June 2015, Marketo commissioned a study to identify the emerging trends CMOs felt will significantly impacted their future. B2B and B2B2C Chief Marketing Officers (CMOs) were qualitatively interviewed from companies ranging in size from the Fortune...

From Customer Interactions to Emotional Engagement: 5 Trends Shaping Marketing

Our world is nothing like our “father’s Oldsmobile.” Change is a constant yet those four words do not adequately capture what is going on. We are in the midst of a world shift that will forever change...

Is Lead Nurturing Over-Rated?

Lead nurturing is on every CEO and marketer’s ‘must do’ list. And for good reason as the objective of lead nurturing is pretty clear: Identify high potential, qualified leads that are not ready to purchase and build...

Customer Interactions is about Human-to-Human Relationships

‘Customer interaction’, like customer experience’ has become a buzzword. As a reference point, what does ‘customer interaction’ actually mean to B2B customers? Based on my experience helping companies with their customer-alignment initiatives and having conducted hundreds of ...

How Much Does it Really Cost to Keep Your Customers?

We’ve all heard the statistics: It cost 5 times as much to acquire a customer than to keep one (Forrester), reduce churn by 5 percent and increase profits up to 125 percent (Leading on the Edge of...

10 Ways to Stop “Churn Baby Churn” with B2B Customers

Customer loyalty is critical for any business. Loyal B2B customers are made; they don’t just happen. Yet, between vendors and customers there is a disconnect around what drives loyalty. To many vendors it comes from using the...

What Causes B2B Customers to Churn? Three Things, and “Price” Isn’t One of Them

Why do enterprises abandon a vendor’s product after investing so much time and resources in selecting and validating the solution? Even after training employees and integrating the product into the broader environment, enterprises will abandon it. This...

How B2B Companies Approach Customer Alignment

Despite the multitude of articles, books and webinars on how to deliver the experience customers will value, people are confused. The confusion is not about whether customer-alignment is a good idea but rather where to start, the...

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 launching programs that enable them to understand, at an actionable level, customer expectations. Executives are also getting...

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