Overview
Can an organization be creative on demand? Can companies rely on introducing new ideas about key priorities when needed?
What does it take for marketers to achieve Standard Operating Innovation? These are some of the key questions explored in this report, from Econsultancy in partnership with Sparks Grove. The report is based on a survey of nearly 250 B2B enterprise marketing executives in North America, asking questions about innovation initiatives within their companies.
As the pace of change has accelerated, the need for reinvention has grown. Innovation is seen as a central capability for B2B organizations retooling for the digital age. Some organizations have undertaken a rigorous approach to providing the circumstances for innovation and analyzing its impact. This research suggests that these efforts are paying off.
Who should read this report?
The report is aimed at B2B marketers who are assessing innovation and performance within their organization. It is also relevant for those who are interested in the state of innovation within the B2B marketing sector.
Findings include:
- The connection between revenue growth and innovation is a powerful one.
- The focus of innovation is on retention in most companies.
- Only a small proportion of organizations defines innovation as “successfully implementing and receiving value from new ideas.”
- Innovative companies are treating innovation as a process that can be structured and encouraged, and have designated innovation budgets.
- Successful innovators are twice as likely to encourage creative thinking by creating the time and space for it.