Gartner Research

CMO Perspective: Balancing Marketing Optimization and Innovation

Published: 27 April 2016

ID: G00302125

Analyst(s): Anna Maria Virzi , Christopher Ross


CMOs are driving both continuous marketing optimization and more disruptive innovation initiatives. Each discipline requires a distinctly different set of expectations and capabilities.

Table Of Contents


What You Need to Know

  • CMOs Must Distinguish Between Innovation and Optimization
  • Innovation Is Seen as a Core Discipline for CMOs and Their Organizations
  • A Lack of Clarity Around Innovation Can Trip Up CMOs


  • Optimization — Improving What You Have
  • Disruptive Innovation — Creating Something New
  • Setting Expectations, Aligning Approaches

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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