Gartner Research

CMO Perspective: Five Key Principles Enterprise CMOs Can Learn From Startups

Published: 28 June 2017

ID: G00323750

Analyst(s): Elizabeth Shaw

Summary

Enterprise CMOs who apply innovation best practices from peers outside their own industries or category minimize the risk of being blindsided by disruptors. CMOs can use this research to utilize key principles that work for high-growth startups to maximize the value of innovation in organizations.

Table Of Contents

Upshot

Analysis

  • Business as Usual Is a "Death Wish" for the Enterprise
  • Five Key Principles From Startups to Drive Growth and Innovation
    • No. 1: Adopt Agile Concepts to Increase Speed to Market
    • No. 2: Create a Space to Incubate New Ideas
    • No. 3: Drive Growth Using a "See More, Win More and Keep More" Approach
    • No. 4: Hire New Roles to Lead in Content, Data and Technology
    • No. 5: Enable a Culture of Entrepreneurial Thinking

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.