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Leading
Innovation: Change and Sustainability
Innovation initiatives need to be linked to potential return on investment. If
they aren’t, an organization can travel a long way down the innovation
path before finding that customers don’t want the innovation or it can’t
be commercialized.
The CFO perspective often is that the need for innovation is an invitation to
spend money, not to improve profitability and competitiveness.
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Innovation
in Marketing: Customer Insight at the Core
Marketers see deep customer insight as a core process that can drive innovation
in an organization. Translating this insight into innovation also requires having
organizational alignment on goals, and an organization that supports effective
cross-functional work. For business-to-business marketers, deep customer knowledge
can provide the basis for choosing which customers to focus on.
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Managing
Innovation: Leveraging the CFO Function
The role of the CFO has been evolving for some time, and they are now seen – and
see themselves – as business partner to the CEO, with a unique perspective
and mandate to see across organization silos. For CFOs in public companies, responding
to expanded governance and regulation mandates has pulled them away from strategic
work.
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