What is marketing innovation and why is it so elusive? On average, 21% of the marketing budget is set aside for marketing innovation, but 91% of marketing leaders indicate that they struggle to measure the impact of marketing innovation. So why is so much money set aside for something difficult to define and hard to measure?
In this session, we will unpack the DNA of marketing innovation and determine what it is and (equally important) what it isn’t. We will:
• Review the key simple tools and frameworks to help you identify what is marketing innovation
• Discuss how to classify, prioritize and measure marketing innovation impact
• Demonstrate a clear example of marketing innovation
Join us and make a difference in your organization by focusing on innovation initiatives that impact culture, improve process and deliver measurable outcomes.
Be adaptive, agile, and resilient: Let’s do new things in new ways!