Gartner Research

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

Published: 28 June 2017

ID: G00323750

Analyst(s): Elizabeth Shaw


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



  • 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

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