Save or Share this Report

For CMO Professionals

Define Your Marketing Innovation Strategy

June 11, 2010

Primary author headshot


Why Read This Report

Many marketing leaders take advantage of new opportunities as they present themselves, organically building change into their approach and organization. But innovation in marketing should be much more than moving into digital, testing social applications, or dabbling in mobile. Today, the chief marketing officer's (CMO's) opportunity is to redefine how her company will interact and engage with consumers and customers in the future. Forrester recommends that marketing leaders define their marketing innovation strategy by: 1) describing their company's vision for future customer engagement, taking into account the whole marketing mix; 2) building their marketing innovation road map to chart how they will adapt their methods; and 3) formalizing near-term opportunities for testing and learning, making sure that testing is done as part of a plan and delivers results when it comes time to launch.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Marketing Leaders Are Chasing, Instead Of Driving, Change
  • CMOs Must Create An Innovation Strategy That Cuts Across The Marketing Mix
  • Draw Your Road Map To Successful Marketing Reinvention

  • Marketing Will Become The Business Lab
  • Supplemental Material
  • Related Research Documents