A best practice at Fortune 100 companies is to see the front end of the pipeline not as fuzzy, but as crystal clear. A systematic approach to innovation using an effective process can take away the mystery of the front end, and create a sustainable growth engine.
Forrester Research, Inc. has released a new publication titled "The CMO's Guide to Driving Innovation." Cindy Commander, analyst at Forrester, has outlined best practices for chief marketing officers to drive innovation across the organization. As part of the research, she interviewed senior marketers from BMW, Equifax, GE, IBM, Johnson & Johnson, LeapFrog, and Samsung Electronics America. In addition she spoke with consultants from Innovaro, InnovationLabs, and PRTM. For companies seeking insights about innovation methods and programs, this report is essential.