Trends Report

Culture Is Key To Marketing Innovation Velocity

How B2C Marketers Inspire Cultural Change

May 14th, 2013
Bert DuMars
With contributors:
Alexandra Hayes , David Cooperstein


Marketing innovation is hard and getting harder. Traditional marketing tools, channels, strategies, and tactics are becoming less effective in the age we live in now — that of the perpetually connected customer, the shift from the funnel to the consumer life cycle, and the impact of digital disruption that dramatically changes the marketing landscape. CMOs must drive innovation velocity across a spectrum of marketing activities at a faster pace than ever before. To be successful, CMOs must build a marketing innovation foundation and culture that emphasize a post-digital mindset and encourage and reward employees for bringing innovative ideas to marketing leadership. This report identifies the cultural models CMOs can use to drive marketing innovation velocity and grow their businesses.

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