President, New Business Strategies

With more than 25 years of marketing and leadership experience, Christine Crandell, President at New Business Strategies, is a recognized thought leader, practitioner, speaker and author regarding corporate strategy, customer experience and emerging technology.

As President of New Business Strategies, a B2B customer alignment strategy consultancy, her teams have helped B2B clients including Oracle, Great Place to Work Institute, Santa Clara University, PayScale, Totango, Selligent, New Pig Corporation, Prime Therapeutics, Lithium and McKesson. She has directly contributed in creating over $2.7B in value for clients.

She is a frequent speaker that has been published in BusinessWeek, Investor Business Daily and CMO.com and spoken at over thirty conferences. Covering topics including B2B customer experience, marketing, emerging technology and business strategy, Christine regularly writes for Forbes, CMSWire, 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, 2014 as one of 50 most influential people in Sales Lead Management, 2013 as one of three “B2B Luminary” by MarketingProfs, in 2012 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, one of the 50 Most Influential People in Sales Lead Management and in 2010 as one of Silicon Valley’s Most Influential Women by the Silicon Valley/San Jose Business Journal.

Her career included serving as Executive Vice President of Marketing, Business Development and Alliances at Egenera where she managed the reseller channel, Dell corporate relationship and led the transition from a hardware business model into a pure-play software company. Prior to that, she served as chief marketing officer at Ariba 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.