Of all the functions in a marketer’s wheelhouse, innovation may be the most exciting. It challenges us to forge ahead into new territory, sparking creativity and imagination. It also comes with a healthy dose of risk, the possibility of failure, investment wasted, opportunities missed.
The Gartner Innovation Survey 2019 shows that 91% of marketing organizations are up to the challenge and involved in setting innovation strategy for the business. Twenty-nine percent drive organizationwide innovation from within the marketing domain. Marketing leaders’ commitment to innovation is natural, given their skills in creative thinking and customer focus. And it is necessary given ramped-up pressure on marketing to drive revenue growth.