Chief marketing officers may not typically be looked to as leaders of their organizations' innovation strategies, but they must still be involved in the process, according to Ana Andjelic, PhD, a brand strategist.
Furthermore, marketing leaders can also wield plenty of influence when it comes to innovation. In a recent op-ed for Glossy, Dr. Andjelic described the four "mandates of innovation" — all areas in which chief marketing officers play a major role, and can therefore have a hand in ensuring an innovation strategy's success.
1. Increase digital revenue
2. Improve customer experience
3. Reduce operational costs
4. Launch new products or services
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