Gartner：2019营销创新调查（英文版）(21页).pdf

1、Gartner for Marketers 2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner and Magic Quadrant are registered trademarks of Gartner, Inc. and its affiliates in the U.S. CM_I_771303 Innovation Survey 2019: Marketers Lead Innovation but Face Risks and Talent Challenges Elizabeth Shaw

2、Senior Director Analyst Christopher Ross VP Analyst Innovation is well funded and maturing as a marketing discipline. CMOs are dedicating head count to innovation and leaning on an ecosystem of partners to help accelerate initiatives. Despite the progress, obstacles remain most notably, risk-averse

3、corporate cultures. Elizabeth Shaw Senior Director Analyst Christopher Ross VP Analyst Published 6 September 2019 ID G00432875 Innovation Survey 2019 Gartner for Marketers GML GartnerDigital Overview Opportunities and Challenges Marketers are at the helm of innovation for their organizations. More t

4、han half of CMOs dedicate head count for innovation initiatives. The No. 1 barrier for marketers to drive innovation is their organizations resistance to risk (46%), followed by measurement issues (41%) and talent shortages (41%). Despite barriers, almost two-thirds of CMOs are willing to fund high-

5、risk innovation initiatives and manage a balanced portfolio of “big I” and “little i” innovation programs. Marketers build ecosystems of external partners, such as martech vendors and consumer technology companies, in addition to their own in-house agency and in-house innovation teams to help accele

6、rate innovation. What You Need to Do CMOs responsible for leading and supporting innovation: Adequately hire and upskill your marketing talent to support innovation initiatives. Craft well-defined roles, and clearly outline processes to ensure your team is evolving and delivering on broader business