Christine Crandell is a 25-year B2B expert in market strategy, driving demand, and building successful, profitable organizations. Her work with CEOs and Boards is focused on helping them understand how to optimize their strategy and align their organizations to accelerate revenue. As President of New Business Strategies, she leads the international strategy consulting firm and has advised over 100 client CEOs and Board of Directors in North America, Europe and Australia in areas including M&A, market category creation, company strategy, and go-to-market planning. She also advises sales and marketing teams on how to structural and culturally align with buyers to dramatically improve performance.

It is from her direct experience as a serial CMO that the Seller’s Compass™ Methodology was born. CMOs are faced with new expectations to optimize prospect and customer engagement, improve ROI, and drive significant portion of revenue pipelines through new social technologies. Through first-hand experience in experimenting with new market engagement models, Christine discovered the power of aligning outward to buyers and the buyers’ journey. Over a five year period, she refined the Seller’s Compass methodology into a program that can be implemented by companies of all sizes, across all industries.

Prior to New Business Strategies, 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. Her career also includes management positions with SAP, Oracle and PriceWaterhouse.

Christine actively supports technology entrepreneurs through Board of Advisory roles with early stage companies including Coupa and Social Dynamx, and 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 been recognized by the industry. In 2012, she was named as one of the “Top 20 Women to Watch in 2012” by Sales Lead Management Association (“SLMA”). In 2010, Christine was recognized 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 thought leadership as a featured speaker and in articles that have appeared in BusinessWeek, Forbes,,, BtoB Magazine, Investor Business Daily and other publications. She is also a blogger for She holds a Masters in Business Administration from Florida Atlantic University and doctoral studies at Golden Gate 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.