Executive Summary (This is a document excerpt)

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and innovation on a consistent basis. CMOs must tie experimentation to a marketing innovation strategy and own the vision for how their company will interact with consumers in the future. To make marketing innovation an expectation rather than an accident, they should challenge their teams to adapt best practices from leaders in product innovation. Marketing leaders should also encourage testing where it's naturally happening to jump-start learning.

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