November 14, 2008

Driving Marketing Innovation

How CMOs Can Enable Innovation In Their Organizations

by Cindy Commander

with Jaap Favier, Erik Hood

Executive Summary (This is a document excerpt)

As companies strive to reach their growth targets and consumers desire a greater voice in new product development, chief marketing officers need to play a central role in innovation efforts. A CMO plays three primary roles: 1) a user of new technologies and channels to communicate with and engage consumers; 2) a bridge to the consumer; and 3) a leader in identifying and driving new growth opportunities for the business. Regardless of the role, marketers need to focus on the organization's culture, the people and team involved in innovation, process development, and the gathering of customer insights.

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