Panel discussion
Four senior B2B marketing leaders joined to discuss the challenges of and best ways to create a culture of innovation. Here’s what they had to say.
"I feel passionately that innovation isn’t siloed. It has to come from working together,” says Nicola Anderson, VP marketing at GoCardless. “Our most successful team is the growth team in which product, marketing and design work together to deliver growth. Present the team with a problem and empower them to find possible solutions."
For Julie Woods-Moss, president at Tata Communications, said innovation is like exercise. Everyone knows they should do it, but only those who do it daily have planned for it and made it habitual."
How does she do this? Everyone on Julie’s team has a KPI scorecard, 25% of which is allocated to bringing new ideas to the table.
Jeremy Jones, global marketing director at Domino Printing, discussed how to lead change.
“We’re having to change the nature of the conversation we have with our customers from being product to service led. That means a cultural change in the business. Much of innovation is about behavioural change – at its heart, it’s about getting people to do things differently. That’s a really hard thing to do.”
His solution? “Find the pain points – where things really aren’t working, and you will find the appetite for change.”