The Rise of Marketing Powered Innovation in Tech: Why CMOs Should Take Notice

The tech landscape, always in flux, is witnessing yet another tectonic shift. WAIT! This isn’t yet ANOTHER post about AI, quantum computing, autonomous vehicles, or digital twins. 

We're diving deeper into the strategic corridors where "Marketing Powered Innovation" is making waves.

For just a moment, let’s rewind a bit. Traditional innovation in tech has usually bubbled up from R&D and Innovation teams, propelled by engineers, data scientists, product designers and the like. They laid the groundwork, and Marketing would then enter in a support role to communicate the value to the masses. It was kind of a factory of sorts…inputs => magic box => new product => market launch. Voila! Marketing has often been more of the order taker (sorry, Product Marketing friends!) to carry the ball to the goal. 

Except now, CMOs and Marketing teams are realizing that "Marketing Powered Innovation" can help them contribute more, contribute earlier, and have more involvement in the strategy of the process. This isn’t about Marketing stepping on the toes of R&D. It's about harnessing the keen market insights and customer intuition that Marketing naturally possesses. 

It’s recognizing that, often, Marketing teams are the first to spot untapped potential within existing products or to identify shifts in user behaviors that could spawn entirely new offerings. 

So, why should CMOs sit up and take notice? 

Because this is about proactive strategy, not just reactive communication. It's about positioning Marketing not merely as a megaphone but as a magnifying glass, identifying nuances and opportunities before they become obvious to the broader market.

The bottom line? The tech world is dynamic, and the rules are being rewritten. "Marketing Powered Innovation" signals a future where Marketing doesn't just follow the innovation trail but helps blaze it. 

For forward-thinking CMOs, this is a revolution worth leading the charge.


© 2023, Claroti, Inc. Claroti is an innovation strategy and go-to-market consultancy enabling technology companies to create sustainable, profitable business growth through pinpointing and solving unmet market needs. We do this by identifying technologies, use cases and applications, audiences, and adjacent markets emerging in the next one to three years and reinventing, reusing, and recasting the company’s existing products, services, and business models to meet those opportunities (Marketing Powered Innovation). This reimagining of already ‘on the shelf’ offerings enables rapid go-to-market that drives competitive advantage and increased revenue generation with limited incremental investment and no R&D. Claroti helps companies unlock untapped potential in their existing products and services to create new streams of revenue.

Disclosure: This post was AI + human-generated, however, the ideas and underlying gist are original and generated by the human author. The organization, grammar, and presentation may have been enhanced by the use of AI.