Christine Macfarlane

Christine Macfarlane is a sales/marketing consultant and writer whose specialty is developing emotionally engaging product/service characterizations, success scenarios, and customer success stories.

She says, “The whole point is to help smart people make good buying decisions. And like it or not, research continues to show that all buying decisions, including B-to-B buying decisions, are emotional. People just backfill with logic. So to paraphrase Tom Peters, everything we do in marketing is ‘effective only to the extent that it supports emotion, experience, sales, and revenue. Period.’”

With experience both on the corporate side (in large enterprises and small startups) and on the agency side, as well as experience in running her own consultancy, Christine knows what makes business tick. She’s not afraid to ask clients the hard questions that lead to fresh, engaging marketing. Clients who want “me too” marketing are sure to hate this approach.

Samples of Christine Macfarlane's work:

SAP INFO online stories

Anoka Hennepin School District (PDF) for HP

The Weather Channel for HP

The Digital Generation for HP

Features for Shane Robison, HP Executive VP and Chief Strategy Officer:
Vision — Shane Robison shares HP's Enterprise Software vision at Software 2005
Convergence and Content on the Move

On the dramatic side, co-developed and wrote dialog for “AutoCourier” for InfoClarus (Flash file).  AutoCourier is now a product of SkyPath Networks.