B2B marketers have found a champion in Christine Crandell. She understands the pressures, the challenges and the conflicts that marketers face daily and is here to broker a truce between marketing and sales and to align the two in a united front to create business value and a great customer experience.
Who are you — in a 140-character tweet? Insatiably curious, innovation and quality obsessed driver on a quest to make a difference in the lives of people and B2B companies
What attracted you to your field — and what still excites you about it? Solving the conundrum of predictable revenue. It’s like peeling the onion. Just when you think you’ve reached the core and the root cause, there is a new learning or an interesting twist. These epiphanies don’t come from big research studies but in conversations, side comments made by a customer or sales person, or by observing an interaction.
What excites me is the lateral thinking involved and seeing the results when new concepts are applied. The other is the people; helping people be successful and realize their potential is what makes me bound out of bed every morning.
What’s your proudest accomplishment of 2013? Client success is always at the top of that list. Seeing a team, like Lithium, realize that they can change the course of their company by aligning outward to their customers is exhilarating. I am particularly proud of our partnership with Demandbase who is reselling a set of our Sellers’ Compass services. The Demandbase management team had a vision of how our Sellers’ Compass™ methodology could enable their customers to realize new levels of ROI from target account marketing — and that vision is bearing fruit.
What’s your goal, personal or professional, for 2014? My professional goal is to keep moving the needle in getting our Sellers’ Compass™ methodology accepted as best practice by B2B companies. It’s a contrarian approach but that’s what innovation is all about isn’t it?
My personal goal is help my husband launch his next music CD and tour. Watching how, what will be a Grammy-potential CD (OK, I’m biased) comes to life from an idea is amazing. Finding that many B2B marketing concepts have the potential to revolutionize the music industry is intriguing at many levels.
What's an important story you will be tracking in 2014? B2B Customer experience is not a finished story, in fact we’re still at the beginning. I’m tracking three related stories — the impending backlash against customer experience technology for unfilled promises and hype; the evolution of the chief customer officer; and how dirty data is the real obstacles to company growth.
What’s the one New Year resolution you always make — and always break? I gave up on making New Year resolutions long time ago because I always break them. A long term personal challenge is to maintain balance in my life.
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