Professional Bio

Christine Crandell is B2B marketing and strategy expert with more than 20 years’ success in driving demand, crafting market shaping vision and strategy, and building brands for leading technology organizations.  She is currently advising CEOs, Board of Directors and sales and marketing leaders on how to structural and culturally align their companies and team to dramatically improve performance.

Most recently, Christine was Senior Vice President of Accept Corporation, a SaaS-based product innovation management suite, where she repositioned the company, rebuilt global marketing to be revenue productive, and integrated marketing with Service/Support to deliver a consistent end-to-end customer experience from awareness through adoption.

Previously, she was Chief Marketing Officer and Executive Vice President of Alliances and Business Development for Egenera, where Christine was instrumental in leading the company’s transformation to a software-centric business model and expanding the Dell OEM partnership globally.  Prior to Egenera, Christine led Ariba’s global marketing and strategic planning organizations. There she successfully aligned global sales and marketing teams, transformed marketing to contribute over 60% of the pipeline, and repositioned the company as a leading SaaS vendor.

Christine actively supports technology entrepreneurs through Board of Advisory roles with early stage companies like Coupa, CEO advisory roles with non-profits including SVForum, and guest lecturing at San Francisco State, University of San Francisco and Golden Gate University where she was the recipient of the 2005 Ageno School of Business, Stanley Price Adjunct Professor Award.  Her approach to marketing and strategy has led to recognition as one of Silicon Valley’s Most Influential Women for 2010 by the Silicon Valley/San Jose Business Journal.

An accomplished writer, Christine shares her marketing thought leadership as a featured speaker and in articles that have appeared in BusinessWeek, Forbes, CMO.com, Sandhill.com, BtoB Magazine, Investor Business Daily and other business publications.   She is also a blogger for Forbes.com.

Christine has served as President of New Business Strategies, where she successfully managed the multi-million dollar strategy consultancy advising over 50 client CEOs and Board of Directors in North America, Europe and Australia in areas including M&A, market category creation, scenario planning, company strategy development and operationalization, and product and go-to-market planning.  Her career includes management positions with SAP, Oracle and PriceWaterhouse.  She holds a Bachelor’s degree in Business Administration and a Masters in Business Administration from Florida Atlantic University.

The postings on this site are my own and do not necessarily represent the positions, strategies or opinions of any of the companies listed.