Gartner Research

CMO Perspective: Focus Marketing Innovation Efforts on Your Customers, Culture and Creativity

Published: 25 July 2016

ID: G00308615

Analyst(s): Don Bulmer


Competitive pressure makes marketing innovation a business priority. Even so, many chief marketing officers don't know where to begin. Use this framework to effectively align marketing innovation efforts with your brand's customers, culture and creative strengths.

Table Of Contents


What You Need to Know

  • Strategic Marketing Innovation Creates Business Value
  • CEOs Seek Innovation to Improve Growth and Customer Value
  • CMOs Drive Innovation Through Marketing-Led Technology


  • Focus on Customer: Let the Customer Drive Innovation
  • Build the Culture: Let Your Culture Support Innovation
  • Inspire Creativity: Let Creativity Fulfill Innovation

What You Need to Do

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

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