Christine Crandell

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 of software’, back in those days the company was also all redefining CRM /SFA (sales force automation). The Salesforce...

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 of CEOs and Boards of Directors on the ineffectiveness of marketing is growing.   Their beef with marketing is over a...

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...

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 not in the product but in the services – paid and free – that sellers provide.  While still a controversial...

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 a whopping 50% of vendors' content is ignored by prospects according to New Business Strategies' research. You can sidestep this...

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, academics and consultants about changes in the buyer's journey and the mandate for vendors to adapt to those changes in...

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 the finger-pointing under wraps and align the two functions under shared revenue goals. In theory, the CRO role makes sense. It...

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 qualified leads that convert; prospect conversations are more challenging; customer co-creation expectations are wreaking havoc on product roadmaps; and customer...

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 changed. For vendors selling to B2B companies, their sales cycles are changing and gaining the attention of new prospects is...

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 Francisco's trendy south of Market. Invited was a veritable 'whos who' of social media bloggers and big thinkers. Walking to...

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 credibility in the Board room. Every year, they embark on a quest to solve the same riddle with programs...

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 numbers'. The Madmen of Marketing are responsible for knowing what markets will buy and how to get them to buy...

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 that you never imagined. At Salesforce's Dreamforce conference, I discovered a social media Angel. The buzz around social technology is...

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 Dreamforce. His call to the world was that companies need to change or be left behind. He...

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 speakers, celebrities, attendees, and exhibitors. The thrill of seeing MC Hammer and Will.i.am up close and personal was only...

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 to. While the pundits argue over whether it was a 'crash' or a 'correction', the Senate, ironically, debates opening...

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 me of decades ago university student government meetings. It's also reminiscent of some management team meetings where one spends...

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 is a disconnect but it is disconcerting that a study of 600 companies finds marketing has such a widespread lack...

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. But something in this rebound is different. For new sales hires, the expectation is that they join with a solid book...

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 sustainable growth, one of their most promising assets could actually be hiding in plain sight. It's their company's under-appreciated...

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