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For CMO Professionals

Culture Is Key To Marketing Innovation Velocity

How B2C Marketers Inspire Cultural Change

May 14, 2013

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  • By Bert DuMars
  • with David M. Cooperstein,
  • Alexandra Hayes

Why Read This Report

Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually connected customer, the shift from the funnel to the consumer life cycle, and the impact of digital disruption that dramatically changes the marketing landscape. CMOs must drive innovation velocity across a spectrum of marketing activities at a faster pace than ever before. To be successful, CMOs must build a marketing innovation foundation and culture that emphasize a post-digital mindset and encourage and reward employees for bringing innovative ideas to marketing leadership. This report identifies the cultural models CMOs can use to drive marketing innovation velocity and grow their businesses.

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Table of Contents

  • Leading Marketers Innovate In Amazing Ways
  • A Cultural Mindset Is Critical To Accelerating Marketing Innovation
  • recommendations

  • Be Bold And Accelerate Your Marketing Innovation Program Now
  • Supplemental Material