CMOs: Where Are the Marketing Innovators?
Instead, in-house marketing execs (44%) and customers (26%) most often push for innovation, whereas among smaller companies (those with fewer than 200 employees), 48% of marketing execs say they're the ones driving innovation.
Below, additional findings from a new study by The Horn Group and Kelton Research, based on survey of 265 in-house marketing directors and executives.
Not Up to Speed
But some of the problems are in-house: 55% of marketing execs attribute internal, not external, factors as a bigger roadblock to using an integrated approach.
Results trump cost and reputation when hiring outside agencies: Marketing execs say the ability to execute (34%) is far more important than cost (15%) or the agency's reputation (5%).
Some 41% of marketing execs with 10 or more years in their position say the most important quality in an agency is execution, vs. 28% of those in the role for 5-9 years.
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Could it have something to do with companies being so hidebound that when an outside agency *does* suggest something innovative, they get smacked down, and then dropped at the next review?