{"id":9674,"date":"2019-11-15T13:13:47","date_gmt":"2019-11-15T13:13:47","guid":{"rendered":"https:\/\/www.openbusinesscouncil.org\/?p=9674"},"modified":"2020-03-23T01:26:19","modified_gmt":"2020-03-23T01:26:19","slug":"top-three-barriers-to-innovation-in-marketing","status":"publish","type":"post","link":"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/","title":{"rendered":"Top Three Barriers To Innovation In Marketing"},"content":{"rendered":"
\"Top
Top Three Barriers To Innovation In Marketing<\/figcaption><\/figure>\n

Despite commanding 16% of marketing budgets and maturing as a core discipline, significant challenges remain for\u00a0marketing innovation\u00a0execution and effectiveness, according to Gartner, Inc. The\u00a0Gartner Brand Strategy and Innovation Survey 2019<\/a>\u00a0report shows the top three barriers to marketing innovation are risk-aversion, an inability to measure impact and limited talent.<\/p>\n

\u201cThe nature of true innovation is newness, and this takes people out of their comfort zone,\u201d<\/em> said\u00a0Elizabeth Shaw, senior research director in the Gartner for Marketers Practice. \u201cEven though senior executives demand innovation, they are reluctant to move forward when the time comes to act.\u201d<\/em><\/p>\n

Another perennial issue with the newness of innovation is measurement. It is challenging to measure innovation initiatives without first knowing what success looks like. However, measurement is necessary; otherwise, innovation efforts can be deemed of no value to the organization. Marketers managing innovation must be savvy communicators with key stakeholders to manage expectations around innovation programs and outcomes.<\/p>\n

Many marketing leaders<\/a> also express difficulties in finding the right talent for innovation. While the \u201cchief innovation officer\u201d title and corporate innovation labs have been on the rise, many marketers are still working to upskill themselves for these roles.<\/p>\n

\"\"
Top Barriers Marketers Face Around Innovation in marketing. Source: Gartner (November 2019)<\/figcaption><\/figure>\n

\u201cDriving innovation requires a depth and breadth of skills beyond what exists in many marketing organizations,\u201d<\/em> said Ms. Shaw. \u201cAlthough many marketers are taking training programs and gaining certifications through online courses to gain an edge in today\u2019s hypercompetitive job market, hiring managers must ensure hiring and upskilling priorities align with their organization\u2019s strategic innovation needs.\u201d<\/em><\/p>\n

To overcome these barriers, marketing leaders responsible for leading and supporting innovation<\/a> should:<\/p>\n

\u2022 Crawl, Walk, Run:<\/strong>\u00a0Combat resistance to risk by using a \u201ccrawl, walk, run\u201d approach. In the crawl phase, use tactics such as asking users or customers for ideas, partner with external technology service providers and create a business case for an innovation. This will give momentum and help build the foundation needed to successfully graduate to the maturity and pace of the \u201cwalk\u201d and \u201crun\u201d phases.<\/p>\n

\u2022 Focus on Three Measurements:\u00a0<\/strong>Overcome measurement hurdles by measuring in three areas: innovation culture (e.g., pulse surveys, employee participation), innovation process (e.g., agility, efficiency) and innovation outcomes (e.g., number of prototypes and pilots). Always separate the metrics for culture and process from the innovations themselves. When possible, use regular business measures to quantify innovation outcomes.<\/p>\n

\u2022 Upskill and Prioritize Training:\u00a0<\/strong>Actively upskill talent and prioritize innovation skills in new recruits. Team members should be provided opportunities for specific innovation and leadership skills, creating a future-ready culture and the expectation of ongoing professional development.<\/p>\n

Gartner 2019 CMO Brand Strategy and Innovation Survey was conducted from May 2019 through July 2019 among 393 respondents in the U.S., Canada and the U.K. Respondents were required to have involvement in decisions pertaining to setting or influencing marketing strategy and planning. All respondents were from companies with $500 million or more in annual revenue. The respondents came from a variety of industries: financial services, high tech, manufacturing, consumer products, media, retail, healthcare providers, and travel and hospitality.<\/p>\n","protected":false},"excerpt":{"rendered":"

Despite commanding 16% of marketing budgets and maturing as a core discipline, significant challenges remain for\u00a0marketing innovation\u00a0execution and effectiveness, according to Gartner, Inc. The\u00a0Gartner Brand Strategy and Innovation Survey 2019\u00a0report shows the top three barriers to marketing innovation are risk-aversion, an inability to measure impact and limited talent. \u201cThe nature of true innovation is newness, […]<\/p>\n","protected":false},"author":7,"featured_media":9675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":""},"categories":[3585],"tags":[3468,4662],"acf":[],"yoast_head":"\nTop Three Barriers To Innovation In Marketing - OpenBusinessCouncil Directory<\/title>\n<meta name=\"description\" content=\"Despite commanding 16% of marketing budgets and maturing as a core discipline, significant challenges remain for\u00a0marketing innovation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top Three Barriers To Innovation In Marketing\" \/>\n<meta property=\"og:description\" content=\"Despite commanding 16% of marketing budgets and maturing as a core discipline, significant challenges remain for\u00a0marketing innovation\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"OpenBusinessCouncil Directory\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-15T13:13:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-23T01:26:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.footballthink.com\/wp-content\/uploads\/2019\/11\/barriers-in-marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"758\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Hernaldo Turrillo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hernaldo Turrillo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\"},\"author\":{\"name\":\"Hernaldo Turrillo\",\"@id\":\"https:\/\/www.footballthink.com\/#\/schema\/person\/b9610afd0759dc701187a7f622375c23\"},\"headline\":\"Top Three Barriers To Innovation In Marketing\",\"datePublished\":\"2019-11-15T13:13:47+00:00\",\"dateModified\":\"2020-03-23T01:26:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\"},\"wordCount\":540,\"publisher\":{\"@id\":\"https:\/\/www.footballthink.com\/#organization\"},\"keywords\":[\"business\",\"Marketing\"],\"articleSection\":[\"Business Resources\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\",\"url\":\"https:\/\/www.footballthink.com\/top-three-barriers-to-innovation-in-marketing\/\",\"name\":\"Top Three Barriers To Innovation In Marketing - 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