Skip to main content

Save or Share this Report

For CMO Professionals

Marketing's Business Imperative: Prioritize Innovation

Introducing Forrester's Marketing Innovation Scorecard

July 30, 2019

Primary author headshot


Why Read This Report

Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing innovation is stagnant — leading to undifferentiated customer experiences. CMOs can use Forrester's new marketing innovation scorecard to select and prioritize the right innovation-bolstering technology investments.

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 ($745 USD).


Table of Contents

  • Marketing Innovation Is A Business Imperative
  • Only A Handful Of CMOs Are Innovators
  • Establish A Cultural Foundation That Prioritizes Innovative Thinking
  • Create The Right Marketing Innovation Framework For Your Business
  • Recommendations

  • Make Bold Decisions To Foster A Creative Culture That Takes Risks
  • Supplemental Material
  • Related Research Documents

Recommended Research