For CMO & Marketing Leadership Professionals

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	October 16, 2009 Marketing Leaders: Make Marketing Innovation A Mandate Seed And Source Innovation From Within, Based On A Plan by Mary Beth Kemp with David M. Cooperstein, Brendan McGowan

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Executive Summary

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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