Benchmark Your Marketing Innovation

Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service, place, and price — get less interest and attention. Chief marketing officers (CMOs) must balance their innovation across all four P's of the marketing mix to deliver the most value, respond to the needs of loyal customers, and differentiate the brand experience. Marketers should benchmark their marketing initiatives and compare their results with those of the other marketers in this report. They can then plan to activate all four P's as they look to engage with customers.