For an innovation to be successful, it needs to directly impact the CMO’s strategies for business growth. Only then it will be aligned to business growth.
The rapid adoption of digital products and services has considerably changed the B2B marketing space. This also required the B2B organizations to rethink their approach and incorporate a tech stack that will enhance their B2B marketing operations.
With the omnichannel presence, exceptional customer service and experience, B2B organizations cannot afford to neglect the importance of B2B marketing. Therefore, they should ensure they create strategies that will help them to actively influence innovation within the organization.
Also Read: Three Ways Artificial Intelligence is Transforming Digital Marketing
Here are a few ways CMOs can influence and kick-start innovation within their organization:
Embed innovation within culture
To succeed in their innovation endeavor, CMOs shouldn’t allocate the responsibility to a particular department or a role. They should ensure that it is everybody’s business. CMOs should assess how their organizations deliver value while targeting innovation opportunities across the entire customer lifecycle and throughout their extended ecosystem. They should get an overview of the experience, operational efficiencies, process enhancements as well as new go-to-market models.
To embed innovation within B2B marketing, CMOs should take steps toward strengthening their innovation ecosystem. They should continuously question the status quo, and encourage new thoughts and ideas.
Help people enhance their marketing skills
Most brands that fail, fall behind or stay stagnant in innovative initiatives, often fail due to lack of understanding of the importance of human resources at their disposal. While investing in the latest martech stacks is essential, it is also crucial that resources in the team are well equipped to work on these latest technologies seamlessly.
Before advancing with their initiatives, CMOs should ensure they take steps to attract candidates with skills to keep up with the technology. At the same time, CMOs should not look over their existing team. They should conduct webinars and training programs to help them develop marketing skills.
Also Read: Four Crucial Elements to Creating a Successful Customer Journey Map
Promote sharing of ideas
Most resources within the organization are happy to share or work on new ideas. This can immensely help innovation leaders to utilize these ideas to boost a continuous cycle of innovation. Yet most B2B marketers find their ideas are not being taken to fruition quickly or at all, due to the rigid structures within the organization. That creates friction.
Therefore, CMOs should establish communities that can capitalize on the thoughts and ideas of their team members. They should establish an innovation center that will help people from all the teams in the organizations to get their ideas across to all the people within the firm.
Streamline the workflow
Keeping up with the fast-paced environment of today’s B2B marketing landscape calls for a streamlined workflow. While most marketing teams have a system in place with repeatable tasks and patterns for siloed tasks such as launching a campaign, exhibiting at a trade show, or more, they don’t have the same rigorous process for collaborative end-to-end processes. Hence, CMOs should create a strategy that ensures their marketing workflows are fast, iterative, and exhibit responsiveness to the changing needs of the marketing department.
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