Gartner Research

CMO Perspective: The Dual Modes of Marketing Innovation

Published: 16 September 2016

ID: G00315209

Analyst(s): Ewan McIntyre

Summary

CMOs are on the hook to innovate the processes, tools and teams they use to achieve marketing goals and business results. By clearly differentiating between disruptive innovations and ongoing optimizations, CMOs can precisely evaluate innovation efforts against four key criteria.

Table Of Contents

Upshot

What You Need to Know

Analysis

  • Separate Disruptive Innovation From Optimization
    • Leverage Big "I" Innovation for Business Disruption
    • Leverage Small "I" Innovation for Marketing Optimization
  • Plan for Innovation Heterogeneity and Obsolescence

What You Need to Do

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

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