1. Webinar Culture Is Key To Marketing Innovation Velocity
Bert DuMars, Vice President & Principal Analyst
July 17, Call in at 12:55 p.m. Eastern time
@bwdumars

2. Marketing Innovation Learning Can Come From The Most Unlikely Places
Source: and

3. Agenda What Is Marketing Innovation?
Leading Marketers Innovate In Amazing Ways
Marketing Innovation Cultural Mindset Critical To Success
Customer Obsessed Organizations Win
What It Means And Recommendations

4. Marketing Innovation Is Hard & Getting Harder
Source: Shutterstock

5. The Right Marketing Innovation Talent For Your Business Is Hard To Find
Source: Shutterstock

6. Marketing Innovation Can Be Complex
Digital Disruption
Perpetually Connected Customers
Evolving Customer Lifecycle
Big Data
Customer Experience
Source - Shutterstock

7. There Is A Path To Successful Marketing Innovation Through Cultural Change
Source - Shutterstock

8. Agenda What Is Marketing Innovation?
Leading Marketers Innovate In Amazing Ways
Marketing Innovation Cultural Mindset Critical To Success
Customer Obsessed Organizations Win
What It Means And Recommendations

9. Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program: Trust employees to make the right call

10. Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program Trust employees to make the right call
Partnered with Dress For Success Charity

11. Skinnygirl Cocktails entrepreneurial spirit opens door to impactful event driven marketing Innovation
Source:

12. Beam – Skinnygirl Cocktails “Lady In Red” Oscar Night Program Trust employees to make the right call

13. Chick-Fil-A’s Daddy Daughter Date Night program Builds Multi-Generational Loyalty
For quick serve restaurant, the store, in store display, in bag flyers/invitations, social media, and easy digital experience positively affect spend.
Chick-Fil-A DDDN program developed by operator in Kansas in Hyper-Local brand relationship building.
2010 first market test, markets participated.
Experience solidifies relationship with parents and builds relationship with next generation customers.

14. Delivering convenience to the world.
Empower The Organization Through A Big Audacious Goal And Powerful Brand North Star
Delivering convenience to the world.
Take advantage of physical locations to deliver digital based services.

15. Build Marketing Innovation As A Core Competency
Nestle’s Digital Acceleration Team, designed to develop digital leaders
An 8-month program educates hands on, then reseeds into organization

16. Four Companies Accelerate Marketing Innovation
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

17. Agenda What Is Marketing Innovation?
Leading Marketers Innovate In Amazing Ways
Marketing Innovation Cultural Mindset Critical To Success
Customer Obsessed Organizations Win
What It Means And Recommendations

18. Cultural Change Is The Hardest Part of Marketing Innovation
Understand Your Marketing Innovation Culture
Determine The Value Of Marketing Innovation To Your Business
Engage The Executive Team
Rethink Hiring Practices

19. Marketing Innovation Depends On Cultural Biases
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

20. Marketing Innovation Depends On Cultural Biases – Risk Averse
Innovate Only When Forced
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

21. Marketing Innovation Depends On Cultural Biases - Pragmatists
Innovate Opportunistically
Innovate Only When Forced
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

22. Marketing Innovation Depends On Cultural Biases - Experimenters
Innovate Opportunistically
Innovate Only When Forced
Innovate Rapidly But Lack
Long-Term Strategy
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

23. Marketing Innovation Depends On Cultural Biases – Customer Obsessed
Flexibly Innovate To Achieve
Audacious Goals
Innovate Opportunistically
Innovate Only When Forced
Innovate Rapidly But Lack
Long-Term Strategy
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

24. Marketing Innovation Thresholds Are Defined By Company Culture
Source: May , “Culture Is Key To Marketing Innovation Velocity” Forrester report

25. Agenda What Is Marketing Innovation?
Leading Marketers Innovate In Amazing Ways
Marketing Innovation Cultural Mindset Critical To Success
Customer Obsessed Organizations Win
What It Means And Recommendations

26. Businesses need to be customer-obsessed
Source: May 21, 2013, “Make B2B Marketing Thrive In The Age Of The Customer” Forrester report

27. Agenda What Is Marketing Innovation?
Leading Marketers Innovate In Amazing Ways
Marketing Innovation Cultural Mindset Critical To Success
Customer Obsessed Organizations Win
What It Means And Recommendations

28. Recommendations
Be Bold Now And Accelerate Your Marketing Innovation Program
The Best Marketing Innovations Come From The Ground Up
Set A Big Audacious Goal For Your Organization
Hire Digital Practitioners Who Are Great Communicators

29. What It Means
Marketing Innovation Opens Your Organization To The Adjacent Possible

30. Upcoming Research
Benchmark Your Marketing Innovation Culture – Q3, 2013
Evaluate Your Marketing Innovation Culture – Q3, 2013
Innovation Labs: Good Or Not – Q3, 2013
Agency And Brand Partnerships That Accelerate Marketing Innovation Velocity – Q4, 2013
Marketing Innovation Across The Customer Lifecycle – Q4,

31. Questions?
Image source: DukeGroups Hosting Program (

32. Bert DuMars
@bwdumars