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Video: Interview with Christine Crandell on B2B Marketing Trends |
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September 19 2011 - www.creatorbase.com
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4 minute interview by Erick Mott of CreatorBase with Christine Crandell on B2B marketing trends.
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Article: SaaS Marketing tools to help the transition to Social Enterprise |
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September 18 2011 - Forbes
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Companies that do not become Social Enterprises will not survive this economic cycle. Becoming a Social Enterprise is, however, more than just having a Facebook page or a Twitter account. It is a transformation in how your business thinks, decides, works and collaborates.
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Article: An Angel Brings Voice to Twitter |
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September 11 2011 - Forbes
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The advantage of adding voice to the social experience is that it is a one-way voice print that can be analyzed. For enterprises with social customer contact centers, Angel’s voice transactions add a personal touch that otherwise couldn’t be achieved and the conversations can be analyzed and managed via metrics.
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Article: Salesforce.com CEO Calls for a Business 'Arab Spring' |
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September 03 2011 - Forbes
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This year the message was the Social Enterprise and the need for a social revolution. In order to delight customers, companies must leverage social media to drive brand loyalty, enable buyers on their self-directed purchase journeys, and accelerate revenue cycles. The opportunity through social ‘conversations’ is to bring buyers and sellers more efficiently together in new, more creative ways.
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Article: How Alignment Helped Sales Win |
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August 14 2011 - Forbes
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Alignment is not a ‘one and done’ activity; it is a way of doing business. Once these activities become productive, expand the number of people involved and begin addressing other Buyer touch points, set shared goals, service level agreements, common metrics, and work toward building a unified culture within the two groups. Getting Sales and Marketing to align to the Buyer can make the difference between company success and failure.
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Article: Tipping Business (and the Economy) in the Right Direction |
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August 10 2011 - Forbes
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To align to your Buyer, organizations need to know all the various paths and the destinations along the way, in detail. A high level or generic view of the Buyer’s Journey obscures the actionable information; the data that enables you to deliver a valuable experience made up of meaningful content presented to the right persona at key junctures on their buying paths.
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Article: Corporate America, Pull Up Your Socks |
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August 04 2011 - Forbes
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The opportunity I see to drive economic growth is tremendous. Granted it’s scary but the alternative is even more frightful. As my dad used to say, “time to pull up your socks and get moving.”
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Article: How Madmen Lost their Mojo |
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July 15 2011 - Forbes
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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 the products their company sells.
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Presentation: Quelling the Clash of the Titans |
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May 19 2011 - DemandCon conference in San Francisco
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Keynote for sales and marketing conference DemandCon 2011 in San Francisco.
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Article: Innovation Strategy Needs IT Input |
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March 30 2011 - Christine Crandell
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With product innovation and differentiation critical to business success, IT should have a larger role in innovation strategy across the enterprise.
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Article: Changing Face of How Work Gets Done |
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March 29 2011 - Forbes
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We’ve all benefited from the productivity gains of enterprise software but the gaps are glaring in product innovation, actualizing business strategy, and synchronizing company activities in light of constantly changing priorities. These are threatening not only job creation but company survival.
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Article: Why Some Companies Successfully Innovate and Others Don't |
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March 23 2011
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Collaboration, communication, and automation separate the successful from the strugglers.
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Article: Why The Obama Administration’s Innovation Agenda Is Off Target |
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February 25 2011 - Forbes
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Obama and his new innovation czar – former AOL chief Steve Case – make references to America’s history in inventions like the lightbulb, the automobile and the telephone in the same breath as more recent innovations like Facebook and the iPad. But there are distinct differences.
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Article: Viewpoint Bright Ideas, Dim Prospects |
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January 01 2011 - Government Executive Magazine
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The old-fashioned suggestion box won't spark real change unless agencies follow through.
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Article: 3 Steps to a More Effective Voice of the Customer Program |
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October 11 2010 - On Product Management
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A well run voice- of-the customer (VoC) program can be a formidable source of ideas for new products, enhancements to existing products and untapped uses for underlying technologies. However, despite a genuine desire to effectively incorporate customer voice into product decisions, the execution is often where the obstacles lie.
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Article: Reinventing Edison |
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August 27 2010 - BusinessWeek
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Great inventor though he was, Thomas Edison could have benefited from advice on innovation in a post-recession market
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Article: Time to Kill the Suggestion Box |
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July 14 2010 - The Silicon Valley Watcher
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This suggestion box may lead to some of the greatest advancements in oil cleanup in decades. As a company that lives and breathes innovation and ideation however, at Accept Software we know that the suggestion box is a cruel creature. It's no surprise that mainstream media is flooded with reports of inventors that feel they're being ignored - leading to a public perception that the whole thing is a PR sham.
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Article: Bracing For The Big Conversation |
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May 21 2010 - Forbes
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We've all been there. It's that dreaded moment of truth when you realize that having The Talk, The Big Conversation, perhaps even The Great Ultimatum, is inescapable. It could involve your child, your spouse, your subordinate or your colleague. But in every case, it only arrives when it's too late to pretend that the conflicts aren't there or don't really matter.
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Article: Getting Thinkers, Blamers, and Junkies to Align |
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March 17 2010 - Sandhill
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Engaging the head of sales in the alignment conversation requires a strategy that is tailored to their style and beliefs about Marketing's value add. In general, sales' style typically falls into one of three categories: Thinker, Blamer or Junkie.
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Article: Marketing's Big Disconnect |
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January 22 2010 - Sandhill.com
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People do what they are paid to do, and the pay for Sales personnel clearly reflects that. For Marketing, however, the linkage between revenue and compensation is far from clear. So institutionalizing a positive alignment between Sales and Marketing requires changing the way Marketing teams are compensated.
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Article: Sales & Marketing Alignment: Thought leadership with Christine Crandell |
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January 22 2010 - Marketo Blog
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B2B Marketing thought leader interview series. Christines thoughts on organization and how marketing can earn credibility and go toe-to-toe with sales leadership are definitely worth reading.
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Article: Getting Sales to Improve Marketing's Leads |
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November 19 2009 - PSN
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Marketing professionals live for campaigns, Sales professionals loathe them. Their disagreement is this: of all the leads that Marketing brings into the pipeline, not that many actually result in booked revenue. It's a constant challenge that's rooted in the lack of alignment between Sales and Marketing. Everyone wants better campaign results, and happily, there is a way.
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Article: CMOs: Five Strategies for Navigating the New Corporate Landscape |
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October 21 2009 - CMO.com
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Those who hold the Chief Marketing Officer, or CMO, title also carry a dubious distinction: They occupy the C-level executive post with the shortest tenure. To a great extent, the position's limited life span results from the fact that what was once primarily a circumscribed branding function has ballooned into a diversified strategic and operational role.
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Podcast: An Interview with Christine Crandell, Alining Your Sales & Marketing |
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October 05 2009
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A discussion on 10 key things to determine how aligned your organization's sales and marketing is and some best practices.
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Paper: Advancing Application Availability with PAN Manager Software  |
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July 17 2009 - Dell PowerSolutions
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Once reserved for only the most-critical services, high availability and disaster recovery have become essential requirements across the spectrum of enterprise applications.
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Article: Marketing and Sales: Integrate and Prosper |
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June 04 2009 - Forbes.com
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Cross-department collaboration is the key to motivating employees and driving revenue.
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Article: How Ariba Became a Market Leader by Getting Sales and Marketing to Cooperate |
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May 19 2009 - PSN
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Coordination between a company's sales force and its marketing department requires direct and active intervention. This is a case study on how Christine Crandell brought the two functions together.
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Article: Sales and Marketing Need to Sleep in the Same Bed |
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May 19 2009 - Sandhill.com
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Differences in the way that sales teams and marketing departments are managed lead them into conflict. Every company struggles to keep sales and marketing aligned - staying focused on "one lead, one view, and one result." Through hard work, many attain alignment only to lose it in the following years as people and priorities shift. Here are some strategies for harmonizing their mission.
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Article: Preparing Today for Tomorrow's Rebound |
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March 31 2009 - Sandhill.com
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Five steps companies can take to evolve from a recessionary "tortoise" to a rebound "hare".
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Article: Manage Your Brand, Manage Your Career |
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March 19 2009 - PSN
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Building and communicating a distinctive brand around your interests, talents and experience is the key to differentiating yourself in today's job market.
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Article: Beyond Virtualization to the Reliable, Dynamic Data Center |
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December 30 2008 - Virtualization Journal
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"When coupled with network and storage virtualization, virtual machines offer sophisticated forms of high availability, disaster recovery, and service migration across all forms of platforms," says Christine Crandell in this exclusive Q&A with SYS-CON's Virtualization Journal. "When managed together, these new levels of abstraction will enable true utility computing, cloud style elastic compute services, and forms of IT services that are fully driven by business priorities rather than technical convenience."
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Article: Sun Executive Boardroom: On the Spend Management Journey to ROI with Ariba |
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March 15 2007
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Managing Costs throughout the enterprise requires controls, but as with any initiative, these controls become more effective as they become adopted throughout an organization. Enter spend management, the discipline of squeezing the most out of each procurement dollar throughout the enterprise. Sun talks to Christine Crandell about how spend management can increase competitiveness for companies of all sizes in the global marketplace. Once a mysterious element of the financial department, spend management has increasingly become intregal to other areas in the enterprise, from operations to marketing and product management.
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