Gartner Research

CMO Perspective: Develop a Culture of Innovation

Published: 24 October 2016

ID: G00311034

Analyst(s): Don Bulmer

Summary

Chief Marketing Officers who foster a culture of innovation impact business results by staying ahead of customer needs. Apply Gartner's five principles of cultural innovation to ensure that innovation programs align to customer needs and sustain your brand's competitive edge.

Table Of Contents

Upshot

What You Need to Know

Analysis

  • Senior Management Sets the Tone
  • Customers Drive the Purpose
  • Collaboration Breeds Customer Alignment
  • Capabilities Drive Successful Execution
  • Measurement Ensures a Sustainable Culture

What You Need to Do

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

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