Gartner Research

Survey Analysis: CMOs Prioritize Innovation, but Obstacles Remain

Published: 28 December 2017

ID: G00333516

Analyst(s): Elizabeth Shaw


The majority of CMOs are prioritizing innovation initiatives to focus on customers, but risk losing momentum. Marketing leaders can use these survey findings to avoid common pitfalls, build credibility and benchmark their investments in innovation.

Table Of Contents

Survey Objective

Data Insights

  • Finding No. 1: Innovation Remains a Spend Priority for CMOs Despite Budget Pressures
    • Recommended Actions
  • Finding No. 2: CX Innovation Is No. 1 Focus for CMOs
    • Recommended Actions
  • Finding No. 3: Marketing Leaders Need to Lean on External Sources or Risk Innovating in a Vacuum
    • Recommended Actions
  • Finding No. 4: Legal, Finance and IT Create Obstacles for Innovation Momentum
    • Recommended Actions
  • Methodology
  • Definitions

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