Bidiversity

In this fascinating podcast, GE’s Chief Marketing Officer, Beth Comstock describes what would be a new world order for marketing: innovation-led marketing.Would you like to discover GE’s customer-centric dedication through innovation, and:

• how they use external coaches and customer discovery sessions to bring outside insights into their innovation process
• the importance of including detractors in the innovation process 
• how innovation is not just about technology innovation, but also about commercial innovations – and how they are constantly looking for new ideas around product, space, and business model 
• the cultural changes required for fast-paced innovations and the creative tensions between being a process-driven organization and the inherent messiness and chaotic nature of innovation
• how in some cases you need to step away from traditional metrics to measure progress and success of ideas that are being incubated
• how the new marketing challenge is in fact a knowledge management challenge – knowing enough about your customers so you can feed them data that will make them smarter
• the need for marketers with new world skills: people who can simplify things and engage in customer communities, and people who can curate an experience for the customer
• how to set up a team of “rogue marketers” within the company, whose job it is to come up with rogue marketing techniques?

If so, click here to listen to this podcast. Beth Bostock CMO Conversations

It is refreshing to know there are companies whose culture is engrained with innovation.

With special thanks to CMO 2.0 Conversations for this blog and podcast.