Marketing Factoids

  • Fewer than 10% of the London Financial Times Stock Exchange Index companies have marketing directors on their boards source ›
  • Of those people that recently made consumer electronics purchases in a store, 80 percent visited the store's website first. - Nielsen Online survey source ›
  • V users watch more TV than before (127 hrs, 15 min per month) and also spend 9 percent more time using the internet (26 hrs, 26 min per month) than they did last year source ›
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JUL 14

What's the CMO's Role in Innovation?†

The Marketing Chief Must Not Be Distracted From the Primary Tasks Related to Marketing Ongoing Businesses

Advertising Age, July 14, 2008 — It's well-accepted today that innovation is important throughout an entire enterprise. Even in the marketing arena, this has prompted an opening of floodgates to let in a slew of innovative ideas that go far beyond new products.

Spurred by everything from open innovation networks to cross-industry advisory boards to crowd sourcing, the deluge of ideas brings exciting potential for inspiring breakthrough concepts and for disruptive innovation. But with so many possibilities also comes the challenge of managing the exploding innovation process. Because of the critical role that marketing innovation plays in an organization's growth, the question that arises is: How involved should a CEO be and when should the responsibility lie mainly with the chief marketing officer?

Category: Innovation
Tag: CMO

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