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Christine Crandell

President at New Business Strategies

California, United States

6039 Followers

I am a C-level B2B global executive who leads customer, digital and strategic transformations for privately-held growth and transitional stage organizations to achieve 20-50% revenue growth. Private, mid to late stage SaaS, manufacturing/supply chain, and technology companies working to build sustainable revenue growth by capitalizing emerging trends and new business models would benefit from my marketing and strategy expertise and relationships with potential customers and partners.

Available For: Authoring, Consulting, Influencing, Speaking
Travels From: San jose, ca
Speaking Topics: Customer experience, strategy, transformation

Christine CrandellPoints
Academic0
Author33
Influencer60
Speaker0
Entrepreneur0
Total93

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Theatre: United States
Media Experience: 20 years

Areas of Expertise

Business Strategy
Change Management
Cloud
CRM 30.46
Customer Experience 30.52
Digital Disruption
Digital Transformation
Emerging Technology
Future of Work
Leadership 30.04
Management
Marketing
Procurement
Supply Chain
Sustainability

Industry Experience

High Tech & Electronics
Higher Education & Research
Industrial Machinery & Components
Manufacturing
Professional Services

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Publications

33 Article/Blogs
RevOps Is the Life Jacket If You’re Drowning in MarTech
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April 26, 2019
Marketing and Sales have spent the past two decades investing in mountains of technology to drive more revenue, faster.  This has fueled the MarTech category explosion and financial bonanzas for vendor unicorns and those acquired at heady valuations. Yet Marketing and Sales remains grossly ineffici

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Tags: CRM

What CMOs Should Tell Board Members (and What Boards Should Be Asking)
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February 14, 2019
Marketers have an opportunity to proactively help board of directors understand marketing — but most are missing out. I’ve sat in many board meetings over the past few years where the CMO presented slides full of detailed metrics on conversion, reach, mindshare and more without putting the info

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What’s Going to Keep CMOs Awake at Night in 2019
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January 27, 2019
Good news, Chief Marketing Officers: your tenure continues to grow. In a recent research report, Winmo “considered over 2,400 CMO data points across national advertisers with media spend above $2 million, investigating CMO tenure by duration, industry, and more.” The report, titled “The CMO Li

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How to Deliver Credible Marketing Pipeline Forecasts
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January 12, 2019
Marketing owns the pipeline today. Not because sales is not performing, but rather because marketing owns most of the customer lifecycle touchpoints. In “The 4 Factors Defining Marketing’s Future,” we identified one of the biggest challenges facing marketers: the inability to deliver credible

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5 Influencers Predict AI’s Impact on Business in 2019
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December 20, 2018
With Artificial Intelligence (AI) already proving its worth to adopters, it’s not surprising that an increasing number of companies will implement and leverage AI in 2019. Now, it’s no longer a question of whether AI will take off. Instead, it’s a question of which companies will keep up. Here

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Assess How Great Your Marketing is
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November 23, 2018
It’s said that self-reflection is a good thing. It helps us to understand ourselves more clearly. How we go about that self-reflection, however, determines the value of the effort. Do we give it cursory attention afraid to know the real truth or do we look at all the evidence revealing a great man

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The 4 Factors Defining Marketing’s Future
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November 23, 2018
The topic of “how to fix marketing” has been discussed at such length for so long that it follows not a rutted road but a canyon. The same ground is repeatedly reconsidered from multiple angles. The discussion today centers on how to optimize marketing ROI. But that isn’t the real issue. The r

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When Demand Generation is a Waste of Time
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August 20, 2018
If you are not getting the demand gen results you expect, then the problem may lie in an area you are not even considering today.  ‘Why is our demand gen broken, and how can we fix it?’ At some point in every conversation I have with a CEO or CRO, the topic turns to the […]

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How to Develop Customer-Centric Messaging in Four Easy Steps
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August 08, 2018
A recent client knew their messaging and positioning wasn’t working. Field sales stumbled trying to explain it. No one understood it and every employee told a different story. Messaging and positioning are one of the most gut-wrenching activities an organization undertakes. The pressure to get it

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How to Get What You Want From Analyst Relations
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August 08, 2018
It matters less what you say than what others say about your company or product. While marketers have been preaching this for decades, the definition of who the “others” are has varied over time. Others used to mean tier one print media outlets, news channels and industry analysts. Today, the fo

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Contact Us Search Fix Your Marketing Data Problem So You Can Get on With Work Search Fix Your Marketing Data Problem So You Can Get on With Work
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August 08, 2018
If your company is like most organizations, one of your biggest headaches is your database. Underpinning everything the sales and marketing departments do, a database can make or break your growth. Yet databases often get very little attention. I get it. Analyzing, cleaning and appending your custom

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Driving Faster B2B Purchases through Sales and Customer Alignment
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December 31, 2017
The new customer The way B2B buyers make purchasing decisions have transformed, but many sales staff continue to exhibit learned behaviors from a prior era. Sales once thrived from closing big deals, but now buyers make purchases incrementally. They chaperoned buyers through their purchase, but, acc

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Tags: Customer Experience

AI in Email Tech: An Intuitive Touch to your Customer Engagement
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December 31, 2017
Email is the best and the worst marketing tool. It is the ‘go-to’ tool for building mindshare, finding leads and nurturing sales opportunities. At the same time, email is considered one of the most annoying, unproductive, time-sinks of the day. Despite our daily griping about the size of our ema

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How Employee Annual Performance Reviews Can Make Or Break Customer Experience
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October 14, 2017
To understand why and how the annual performance process helps or hurts companies' customer experience, interviewed with two experts with different perspectives - Vip Sandhir is CEO and Founder of HighGround, and Michael Brenner, keynote speaker, author and CEO of Marketing Insider Group.

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4 Questions Every Small Business Must Ask About Artificial Intelligence
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September 13, 2017
From Siri to Alexa, customers are becoming accustomed to AI-powered solutions and soon they will expect the same for their […]

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4 Questions Every Small Business Must Ask About Artificial Intelligence
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September 10, 2017
Artificial intelligence is the newest technology adding efficiency and intellect to small business – don’t be late to adapt; be better, faster, smarter operators with the use of AI. Before acting on an AI rollout, here are the top four questions small businesses should ask themselves.

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Culture Defines LinkedIn's Customer Experience
Import from forbes.com
August 18, 2017
The last point is the most important. Technology enables asynchronous conversations to employee productivity but they’re only effective if customer experiences are supported by real, meaningful relationships. Read how LinkedIn achieves this.

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Why Your Marketing Automation ROI Is In The 'Lost And Found'
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August 15, 2017
53% of companies surveyed implemented marketing automation, 37% were planning to and 10% not at all. The lack of adoption is puzzling since 82% of study respondents agreed that MA can make them more efficient, deliver ROI and increase revenue. Study results summariezed.

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If General Motors Can Achieve Customer-Alignment, Why Can't You?
Import from forbes.com
July 29, 2017
Six lessons on how General Motors transformed into a top to bottom customer-aligned organization that every organization can apply. Where they started, the role of the CEO, how data can be a gotcha and the value of starting small and failing fast along the way.

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257 IoT Thought Leaders And Who Influences Them
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July 06, 2017
Leadtail’s report includes aggregate stats on the full panel of 257 IoT professionals market sector including their profiles, top hashtags, who they retweet the most and top content sources. Getting up to speed and stay on the cutting edge of IoT is a bit easier with this report.

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The Problem With Data Is Too Much Of The Wrong Stuff.
Import from forbes.com
June 26, 2017
Data has been the crux of corporate productivity, transformation and effectiveness challenges for decades . Yet solving it is often shuffled aside because that requires lots of human effort, not technology. Three best practices that companies should follow to get the most out of their data.

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3 Reasons Brands Aren't 'Walking The CX Talk' And How To Fix That
Import from forbes.com
May 30, 2017
3 reasons why customer-centric brands are not really walking the talk. Findings from Leapfrog Institute study on how the 4 things companies can do to realize the ROI from becoming customer-aligned organizations.

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AI And IoT Forces Hunters And Farmers To Become Orchestrators
Import from forbes.com
May 03, 2017
3 trends every Sales leaders needs to know and new skills to be successful in the age of IoT, cognitive intelligence and A.I. and how Sales teams will need change to remain relevant and successful.

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How To Effectively Implement Customer Journey Maps
Import from forbes.com
April 09, 2017
It’s our natural resistance to change that requires a solid plan to operationalizing customer journey maps. There are three best practices to successfully doing this that will lead to ROI and growth. Don’t be afraid to include a handful of strategic customers as this is a community effort.

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Want to Improve Customer Experience? Ask Your Customers for Help
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November 13, 2016
Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define […]

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Tags: Customer Experience, Innovation

Chatbots Will Be Your New Best Friend
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October 23, 2016
Verizon is excited about chatbots and the advances in AI. Technology has provided huge benefits and it's easy to get carried away with the allure of human-machine relationships. Yet, lurking in the background is the concern about unintended consequences.

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Customer Service Shouldn't Be Responsible For Solving Customer Issues
Import from forbes.com
September 22, 2016
eBay and PayPal automatically resolve 60 million dispute cases per year using software without customer support being involved. This is the future of commerce, blockchain and digital experience and its here today - and customers and vendors like it.

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How IoT Redefines What Sales Success Looks Like
Import from forbes.com
August 31, 2016
IoT disintermediates B2B account management. What is sales’ role when machines take care of and order for themselves? The findings of study into the characteristics of successful sales people are shared and their relevance in the era of IoT.

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Want to Improve Customer Experience? Ask Your Customers for Help
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June 24, 2016
Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define this as “the purposeful action of partnering with strategic customers and employees to ideate, problem solve, improve performance and/or create a new product, servic

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Customer Co-Creation Is The Secret Sauce To Success
Import from forbes.com
June 10, 2016
Not all customers and markets are ready to embrace the commitment, transparency and responsibility of co-creation. DHL and Phononic will tell you to “choose your markets and customers wisely and go into co-creation eyes wide open.” But do it now.

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Customer Experience Is A Culture Problem
Import from forbes.com
May 10, 2016
Customer experience has undergone a dramatic transformation over the past four years. The software category matured, fragmented and is consolidating as vendors and users, alike, tried to achieve the promised ROI – revenue growth from customer loyalty. Customer experience is in the process of being

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Customer Strategy Using the Principles of War
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February 04, 2016
Companies operate in an intensely competitive global market characterized by glorious victories and devastating defeats. Imperialistic and samurai acquirers, predatory […]

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Tags: Leadership

How Leaders Should Ground Business Strategy in Customer Success
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January 07, 2016
Why is customer centricity such a challenge? Theories abound ranging from customer ownership delegated to someone other than the CEO; […]

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Tags: Customer Experience

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Christine Crandell