Gartner Research

CMO Perspective: What CMOs Can Learn From Innovation Investment Patterns

Published: 16 March 2017

ID: G00320509

Analyst(s): Ewan McIntyre


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


What You Need to Know

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


  • 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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