Gartner Research

How Marketing Leaders Generate Ideas to Build Innovation Pipelines

Published: 22 February 2017

ID: G00323302

Analyst(s): Elizabeth Shaw


Marketing leaders have the mandate to innovate, but wrestle with deciphering buzzwords and finding an actionable place to start. Use this research to ignite the ideation process and build a pipeline of innovation to drive your business.

Table Of Contents
  • Key Challenges



  • Focus Ideation Programs Around Solving for the Customer
  • Create a Balanced Portfolio of Programs to Produce a Steady Flow of Ideas
  • Design an Ideation Engine With Proven Enterprise Programs and Tactics
  • Understand the Relationship of Your Investment With Other Important Variables

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