Gartner Research

CMO Perspective: What CMOs Can Learn From Innovation Investment Patterns

Published: 16 March 2017

ID: G00320509

Analyst(s): Ewan McIntyre

Summary

CMOs must ensure that they optimize their innovation investments while delivering near-term goals. CMOs can use this research to build their understanding of marketing innovation investment patterns, informing their future innovation spend commitments.

Table Of Contents

Upshot

What You Need to Know

  • Marketing Innovation Delivers Business Value
  • Innovation Investment Is a Strategic Decision
  • CMOs Must Understand the Marketing Innovation Investment Landscape

Analysis

  • Innovation Investment Is Increasing Year Over Year
  • Digital Commerce and Customer Experience Lead Innovation Priorities
  • Industry Breakdown: Strong Commitment to Marketing Innovation in High Tech, CPG and Media Industries
  • Industry Breakdown: Manufacturing, Financial Services and Retail Lag in Marketing Innovation Investment

What You Need to Do

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

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