Gartner Research

CMO Perspective: How to Define Innovation in the Marketing Organization

Published: 30 August 2016

ID: G00311448

Analyst(s): Ewan McIntyre


Innovation is core to marketing success, yet CMOs struggle to clearly define and then drive marketing innovation that delivers demonstrable business value. Use this research to focus, prioritize and measure your marketing innovation program, optimize resources and transform your business.

Table Of Contents


What You Need to Know


  • Focus Marketing Innovation on Customers, Culture and Creativity
  • How Amazon Prime Meets the Marketing Innovation Ideal
  • Remember: Innovation Encompasses More Than Just Technology

What You Need to Do

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

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