Gartner Research

CMO Perspective: How to Solve the Innovation Gap With In-House Agency Talent

Published: 26 April 2019

ID: G00378255

Analyst(s): Sally Witzky


Despite funding innovation, results fall short of CMO expectations. Close the innovation gap by leveraging and broadening in-house agency skills, developing rigor around team capabilities, and creating a structured process for prioritizing and executing innovation.

Table Of Contents



  • Marketing Can Do More When Innovation Moves In-House
  • CMOs Lack In-House Capabilities to Meet Innovation Goals
    • Tap Into the Innovation Capabilities of Your In-House Agency
    • Building Innovation Competency With Partners and Flexible Skill Sets
  • Innovation Insourcing Accelerates Strategy and Data ROI
    • Tap Your In-House Agency’s Creative Skills to Foster a Test-and-Learn Approach
    • Approach Innovation With Agility

What You Need to Do

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

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