Trends Report

Four Steps To Establish An Innovative Marketing Function

The Strategy Report In The Marketing Innovation Playbook

October 28th, 2019
With contributors:

Summary

True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must pivot your marketing function's mindset, process, talent, and insights. The question is how and how fast? This report details four steps that will help CMOs determine the right strategy for establishing an innovative marketing function that will lead customer obsession at their firms. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.