Christine Crandell

With more than 25 years of marketing and leadership experience, Christine Crandell, President at New Business Strategies, is a recognized thought leader, expert, practitioner, speaker and author on B2B customer experience. As President of New Business Strategies, a B2B customer alignment strategy consultancy, her teams have helped clients including Oracle, Great Place to Work Institute, Santa Clara University, PayScale, Selligent, New Pig Corporation, Prime Therapeutics, Lithium and McKesson. She has directly contributed to creating over $2.7B in value for clients. A frequent speaker, she has been published in BusinessWeek, Investor Business Daily, CMO.com and quoted in several books on marketing and technology. Christine has keynoted and spoken at over thirty conferences on topics including customer experience, emerging technology and business strategy. She writes for Forbes, CMSWire, MarTech Advisor, CustomerTHINK and HuffingtonPost. Her approach to marketing and strategy has led to recognition in 2016 as Best Customer Engagement and Strategy Consulting Firm by Corporate America News, and Best B2B Customer Experience Consulting Firm by TMT. In 2105 Christine was recognized by SDL as a CX Master, in 2014 as one of 50 most influential people in Sales Lead Management, in 2013 as one of three “B2B Luminary” by MarketingProfs. In 2012 she was recognized as one of the top 20 women in Sales and Marketing by the Sales Lead Management Association, one of the top 15 leaders in social selling, and in 2010 as one of Silicon Valley’s Most Influential Women by the Silicon Valley Business Journal. Her career included serving as Executive Vice President of Marketing, Business Development and Alliances at Egenera, a venture-backed company, where she managed the reseller channel, Dell corporate relationship and led the transition from a hardware business model to a pure-play software company. Prior to that, she served as chief marketing officer at Ariba, a publicly traded company, where she led the successful transition from an on-premise to a SaaS/cloud software business model. Christine has also held management positions with SAP, Oracle and PriceWaterhouse. She holds a Masters in Business Administration from Florida Atlantic University and a Doctorate (abd) from Golden Gate University.