Publications
Published Articles and Media
Articles
Q1 2012 (Jan – Mar)
Abolish Sales and Marketing
- If you want to grow, you have no choice but to redefine how you go to market. To help guide your transformation, here are six laws on how to market and sell in this social age http://www.retailonlineintegration.com/article/abolish-sales-marketing-embrace-buyers-journey/1
Focus’ Technology Marketers’ Handbook, 2012 Edition
- Content included in this report on the seminal issues facing technology marketers today. The Handbook is a free PDF that can be downloaded HERE
Q3 & Q4 2011 (July – Dec)
How can the buyer’s journey solve the demand generation riddle?
- Solving the riddle requires a new mindset, one that is rooted in aligning to the buyer’s journey. A set of organising principles, the Buyer’s Journey aligns company functions and roles to enable, engage and establish enduring relationships with buyers. (http://www.mycustomer.com/topic/customer-experience/how-can-buyers-journey-solve-riddle-demand-generation/133555#)
Most of my writing is focused on my Forbes blog.
Q2 2011 (Apr – Jun)
Innovation Strategy Needs IT Input (Baseline)
- With product innovation and differentiation critical to business success, IT should have a larger role in innovation strategy across the enterprise. (http://www.baselinemag.com/c/a/Innovation/Innovation-Strategy-Needs-IT-Input-388141/)
Q1 2011 (Jan – Mar)
Why Some Companies Successfully Innovate and Others Don’t (BusinessWeek)
Why The Obama Administration’s Innovation Agenda is Off Target (Forbes.com)
ViewPoint: Bright Ideas, Dim Prospects (GovernmentExecutive.com)
2010
Why Your Boss’ Boss Should Go Agile (Scrum Alliance)
Three Steps to a More Effective Voice of the Customer Program (On Product Management)
- http://onproductmanagement.net/2010/10/11/3-steps-to-a-more-effective-voice-of-the-customer-program/
Reinventing Edison (BusinessWeek)
Lesson from the iPhone4 (DM News)
Time to Kill the Suggestion Box (Silicon Valley Watcher)
Bracing for the Big Conversation (Forbes.com)
Getting Thinkers, Blamers and Junkies to Align (Sandhill.com)
The Ascent of Incent for Marketing (Cloudbook Print Magazine and Product Strategy Network)
- http://www.cloudbook.net/cloudbook-search.php?search=Crandell and http://www.productstrategynetwork.com/content/view/552/1
Marketing’s Big Disconnect (Sandhill.com)
“Sales & Marketing Alignment: Thought leadership with Christine Crandell” interview with Jon Miller in Marketo Blog
2009
Getting Sales to Improve Marketing’s Leads (Product Strategy Network)
Five Strategies for Navigating the New Corporate Landscape (CMO.com and Product Strategy Network)
- http://www.cmo.com/leadership/cmos-five-strategies-navigating-new-corporate-landscape and http://www.productstrategynetwork.com/content/view/532/1
- This article was included in CMO.com’s “Top 10 Stories for 2009″.
The A.R.T. of Conversing (Cloudbook.net)
Advancing Application Availability with PAN Manager Software (Dell PowerSolutions)
Marketing And Sales: Integrate And Prosper (Forbes.com) and (Human Capital Institute)
- http://www.forbes.com/2009/06/04/crandell-sales-collaboration-cmo-network-crandell.html and reprinted by the Human Capital Institute (http://www.hci.org/node/146414)
Sales and Marketing Need to Sleep in the Same Bed (Sandhill.com and PSN)
Case Study: How Ariba Became a Market Leader by Getting Sales and Marketing to Cooperate (PSN)
Looking Around the Corner (PSN)
• http://www.productstrategynetwork.com/content/view/455/1
Preparing Today for Tomorrow’s Rebound (Sandhill.com)
Manage Your Brand, Manage Your Career (SDForum and PSN)
- Building and communicating a distinctive brand around your interests, talents and experience is the key to differentiating yourself in today’s job market. (http://www.productstrategynetwork.com/content/view/390/1)
Media
2012
Buyer 3.0: Changes to Technology Buyer Behavior - Ragsdale’s Eye on Service
4 Ways Social Media Improves the Sales Process – 1to1media.com and 1to1 Magazine
2011
Keep Clearing Hurdles – Interview with Investor Business Daily
Maximizing Sales Revenue Through “Alignment” My Compliments to Christine Crandell
Video interview with CreatorBase on B2B Marketing Trends.
- http://www.creatorbase.com/blog/2011/09/whats-important-for-b2b-marketers-understing-the-buyers.html
2010
Why Hurd will be key to shaping the new Oracle (eWeek)
- Like a lot of business leaders, Mark Hurd has a history of being willing to play the heavy when joining a company. Christine Crandell, senior vice president of marketing at Accept, has another point of view about Hurd’s potential profound influence on a company with 105,000 employees.
- http://www.eweek.com/c/a/IT-Infrastructure/Why-Hurd-Will-Be-Key-to-Shaping-the-New-Oracle-578840/
HP-Oracle Rivalry Heats up on Hurd’s Hiring (Investor Business Daily)
- As Hurd takes the No. 2 spot at Oracle, the 53-year-old tech industry veteran will help streamline scores of recent Oracle acquisitions, including its January purchase of longtime HP rival Sun Microsystems.
- http://www.investors.com/NewsAndAnalysis/Article.aspx?id=546300&p=2
Where BP’s ‘suggestion box’ went wrong (ComputerWorld)
- By applying some basic crowdsourcing techniques, rather than creating a giant ‘suggestion box’, BP might have made better use of the ideas it received and solved the problem faster.
- http://www.computerworlduk.com/management/it-business/it-organisation/opinion/index.cfm?articleId=3471
Bad Innovation: BP’s Big Suggestion Box (The Street)
Are opt-in lists worth the extra money? (BtoB)
People on the Move (Mercury News)
Accept Software SVP of Marketing Named 2010 Woman of Influence in Silicon Valley
Sales and Marketing Alignment: What the Experts Have to Say