Collaborate with Customers to Realize New Product Potential
The 7th Annual CMO’s Agenda as introduced in Forbes:
“Marketing strategy consultancy CMG Partners today releases the results of its seventh-annual CMO’s Agenda, “Your #1 Resource for Innovation: the Customer,” a qualitative survey assessing the role and responsibilities of the chief marketer. CMG Partners conducted interviews with CMOs, senior marketing executives and new-product development experts between August and December of 2014 to cull the findings: that the customer is the single-biggest asset in developing new products that resonate in a given market.
In a fast-paced world where continuous innovation is table stakes for brand relevance and growth, CMOs are charged with overseeing the ideation and creation of new products and services as never before. And above Market, Competition and Capabilities—the M and two Cs of the M&3Cs framework for product development—the Customer has emerged as the most valuable driver.
‘Today our customers are more informed and more demanding so we, as new-product marketers, must demand more from our portfolio of customer input, feedback and insights than ever before. In just the past five years, most chief marketing officers (CMOs) have experienced a radical shift in their marketing focus from traditional methods to mobile, social and digital channels. Far from an exception, a state of continual disruption is the status quo,’ according to the report.”
Read the full CMO’s Agenda report here.