Gartner Research

Drive Marketing Innovation Through Purpose, People and Process

Published: 19 November 2014

ID: G00271427

Analyst(s): Richard Fouts, Jackie Fenn


Leading CMOs build their innovation programs on one of the three pillars — purpose and intent, process and organization, or people and culture. But they also work to build competency in all three. Use this research to build on your own innovation competence.

Table Of Contents



  • To Innovate Through Purpose and Intent, Recognize, Deputize and Get Out of the Way
    • Purpose and Value Proposition
    • Momentum and Authenticity
    • Anyone Can Be the Source of Innovation
    • To Strengthen Your Purpose and Intent Pillar
  • To Innovate Through Process and Organization, Assign Resources and "Spread Your Bets"
    • Why Process Exists
    • Governance and Resourcing
    • Keep It Simple
    • To Strengthen Your Process and Organization Pillar
  • To Innovate Through People and Culture: Hire for Passion, Train for Skills
    • Time Allocated to Innovate Is Critical
    • The Critical Role of Team Leaders
    • To Strengthen Your People and Culture Pillar

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