Trends Report

Four Steps To Establish An Innovative Marketing Function

The Strategy Report In The Marketing Innovation Playbook

October 28th, 2019
With contributors:
Sharyn Leaver , Shar VanBoskirk , Melissa Parrish , Nick Monroe , Lexie Lawhon , Alex Sobchuk , Rachel Birrell


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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