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The Marketing Innovation Playbook

Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that prioritizes solving customer problems over promoting product. This playbook guides CMOs and their lieutenants on their journey to customer-obsessed marketing innovation.

Discover

Plan

Act: Beginner Level

Put in place all the activities, staffing, processes, and assets to ensure that your organization has established solid and rigorous practices.

Act: Intermediate Level

Apply best practices with rigor, cadence, accountability, and coordination to be on equal footing with the companies that do it best.

Act: Advanced Level

Discover cutting-edge tactics, so you can emulate and experiment to ensure that your organization maintains its standing among those few who do it best.

Optimize

  • Benchmark: Coming December 2018

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