How do you measure innovation in a marketing environment?
When is a solution the very newest approach? How do you decide what’s progressive — and what’s absolutely radical? How do you benchmark pure unadulterated craziness? To meet this conceptual challenge, we have formulated three questions that get to the heart of the matter:
1. How innovative is your product or service?
- Is it completely new?
- Is it an exciting advance on a previous technology?
- Or is it a fresh way of looking at an existing solution?
2. How does your product or service impact the end user?
- Who is the “end user” – a marketer or a supplier?
- Has it helped the end user improve his/her efficiency?
- What data is available to quantify this impact?
3. How has your product or solution made a difference in the marketing community at large?
- Has it influenced the way the data-driven marketing industry thinks?
- Has it made the industry more effective?
- Can it strengthen the future of marketing for the long-term?
PLEASE NOTE: Auditors are MOST interested in the measurable, sufficient results the product or service has obtained while on the market—NOT the length of time the product has been on the market.