Only about one in 10 marketers includes innovation as part of its budget planning, according to a Forrester survey, even though 95% see positive returns on investment from their innovation efforts. Companies should turn that around by setting money aside for new marketing ideas, and holding marketers accountable for the success or failure of their innovations, writes Bert DuMars. "The only way the organization will learn what works and what doesn't is to synthesize the insights, end failing programs fast and quickly scale the successes," he adds.

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