Benchmark Your Organization's Readiness For Marketing Innovation

In our February 2011 Global Marketing Leadership Survey, Forrester surveyed 68 marketing leaders about their company's approach to marketing innovation. Then we used these scores to filter their responses to 61 practices in nine categories, to determine practices that differentiate companies that are the most innovative from those that are the least. We learned that innovation requires a mix of successful practices that reach across all areas of business. Indeed, a CMO who gives her company a high score on marketing innovation in terms of people and technology also often benefits from shared goals with other executives, a healthy attitude toward the ability to learn from failure, and a companywide focus on the customer.