Gartner Research

CMO Perspective: Prioritize Innovation Programs Using the Marketing Innovation Matrix

Published: 21 September 2016

ID: G00310477

Analyst(s): Ewan McIntyre


Innovation is central to the success of CMOs. Use Gartner's Marketing Innovation Matrix to define the innovation programs best-suited to the emerging needs and models relevant to your industry. Capably deliver marketing innovation with the greatest potential to create value for your brand.

Table Of Contents


What You Need to Know


  • Use the Marketing Innovation Matrix to Map Innovation
    • Understanding the Innovation Matrix
    • Mapping Innovation on the Matrix
  • Evaluating Innovation Initiatives

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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