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Gartner Reveals the Top Three Barriers to Innovation in Marketing

Marketing Leaders Report They Struggle With Risk-Averse Corporate Cultures, Measurement and Talent Despite commanding 16% of marketing budgets and maturing as a core discipline, significant challenges remain for marketing innovation execution and effectiveness, according to Gartner, Inc. The Gartner Brand Strategy and Innovation Survey 2019* report shows the top three barriers to marketing innovation are risk-aversion, an inability to measure impact and limited talent (see Figure 1). “The nature of true innovation is…