Glenn Coward

President & CEO

Glenn Coward is the President & CEO of CapabilitySource, a marketing operations consultancy that specializes in collaborative work management and marketing innovation. For more than two decades, he has helped companies transform digital experiences and marketing operations using a unique combination of process engineering, technology modernization and digital user experiences. With Glenn’s calm demeanor and passion for excellence, he has helped some of the largest brands in the world lower operating cost and increase revenue with improvements in the areas of strategy, marketing, sales, service, compliance, analytics, IT and finance. Glenn is a certified Enterprise, Business and Technology Architect & Lean Six Sigma Black Belt with years of unique experience in transforming marketing and business operations for financial, insurance, entertainment, retail and healthcare firms.


All Sessions by Glenn Coward

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Day 1: Nov 16, 2021

12:45 pm

12:45 pm

INDUSTRY EXPERT:ACHIEVING BEST-IN-CLASS MARKETING INNOVATION

Defining Key Tools and Processes to Navigate Your Way Towards More Manageable & Measurable Innovation

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!

Day 2: Nov 17, 2021