SYS-CON MEDIA Authors: Pat Romanski, Elizabeth White, Glenn Rossman, Cynthia Dunlop, Peter Silva

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Covalent Marketing White Paper–Reclaiming Marketing Innovation:The Modern CMO Imperative

Covalent Marketing, a customer intelligence consultancy, has published a free white paper, Reclaiming Marketing Innovation: The Modern CMO Imperative, examining the benefits and drivers of innovation, and how CMOs and marketers can capitalize on them.

Filled with insights from Covalent Marketing’s considerable experience, in-depth conversations with more than 50 CMOs, strategists, market leaders and academics, plus extensive research on the current and emerging marketplace, Reclaiming Marketing Innovation offers a valuable perspective to help marketers set out on their own innovation journey.

“Understanding marketing innovation means accepting that customers control not only the brand conversation, but also the data surrounding the entire commerce and post-purchase experience,” said Covalent CEO Ryan Kosanic. “The CMO as Chief Innovator must think beyond operational efficiency and create new forms of engagement and conversation in a highly social and data-enabled universe.”

Reclaiming Marketing Innovation dissects the practices of innovation Leaders and reveals what separates them from Onlookers. The report looks at the key competencies CMOs need to be able to drive innovation, providing examples, ideas, quick starts, and specific recommendations on how to move forward.

Highlights include:

  • Leaders vs Onlookers -- Develop an innovation culture and approach to break away from the pack
  • The Key Competencies -- Focus on the right things to make marketing Innovation happen
  • Breaking Through -- Identify the obstacles that block marketing departments from success
  • 20 Questions to Innovation -- An easy to use litmus test for your next marketing innovation

“Innovation is critical to surviving in our audience-driven marketplace,” continued Kosanic. “Highly fragmented, nearly tribal groups of empowered and engaged customers expect diverse, differentiated offerings to meet their openly shared individual needs. The companies that respond in near real-time -- answering and interacting with customers exactly as each customer wants – are the nimble enterprises with a firm bias toward innovation. They will be the winners in this race.”

Marketing Innovation isn’t just a good idea, it is the new imperative for CMOs and marketers that want to truly differentiate their organizations from the competition. Find out how to move from a concept to a plan for launching your next Marketing Innovation, read Reclaiming Marketing Innovation: The Modern CMO Imperative at http://bit.ly/1jeL3a7.

Covalent Marketing
At Covalent Marketing, our vision is clear – make every marketer smarter. We are a customer intelligence consultancy focused on simplifying and strengthening companies’ customer interactions and marketing operations. With a powerful combination of customer analytics, experimentation and thought leadership, Covalent Marketing solves complex customer problems to deliver business success. Check out the Covalent Marketing blog for fresh insights on marketing technology at http://covalentmarketing.com/read-our-blog.

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