Christine Crandell


San Francisco


Customer Experience,


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 regarding corporate strategy and customer experience. Christine’s Forbes blog, “Outside the Box” focuses on helping the C-Suite understandhow to drive faster revenue growth through innovative business strategy, practices and models.

As President of New Business Strategies, a B2B market strategy consultancy, her teams have helped B2B clients such as Good Technology, Oracle, DotNetNuke, Lithium and McKesson create over $2.7B in value. Christine sits on a number of boards including Coupa Software, Social Dynamx and others.

She is a frequent speaker and writer that has been published in BusinessWeek, Investor Business Daily and She has been a speaker at over thirty conferences, including keynotes at DemandCon and Total Customer Management, covering B2B customer experience, marketing ROI, sales and marketing alignment and business strategy. Christine’s approach to marketing and strategy has led to recognition 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 San Jose Business Journal.

Her career included serving as Senior Vice President of Global Marketing at Accept Corporation and as Executive Vice President of Marketing, Business Development and Alliances at Egenera. At Egenera Christine was responsible for transitioning the company from a hardware 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 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.

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