Not too long ago, Gartner Group predicted that Chief Marketing Officers will spend more on technology solutions than Chief Information Officers by 2017. This is a challenging time like no other for corporate marketing leaders. Buying software and evaluating technical solutions to impact the ever-changing consumer journey is maddeningly complicated, confusing and worrisome. Marketing leaders are not trained technicians, and yet, they are being asked more regularly than ever to wear that hat. Then come the technology vendors and agencies (or 10 or 12 agencies) employed by a brand.
Great innovators are the new rock stars. Steve Jobs was the Mick Jagger of innovation. Like Jobs, sometimes the stars are individuals, like Richard Branson, Arianna Huffington or Phillipe Starck, but more often it is a company, like GM, Square, Intel, Facebook, Google, 3M, or Nike that achieves this status.
Today innovation is more than a nicety; it’s a survival skill. Rapid changes in technology over the last ten years mean that you either innovate or get left in the dust as entire industries undergo major upheavals.