Market Data

The Pursuit of Standard Operating Innovation

By Stefan Tornquist,

Innovation and Value in B2B Marketing



Can an organization be creative on demand? Can companies rely on introducing new ideas about key priorities when needed?

What does it take for marketers to achieve Standard Operating Innovation? These are some of the key questions explored in this report, from Econsultancy in partnership with Sparks Grove. The report is based on a survey of nearly 250 B2B enterprise marketing executives in North America, asking questions about innovation initiatives within their companies.

As the pace of change has accelerated, the need for reinvention has grown. Innovation is seen as a central capability for B2B organizations retooling for the digital age. Some organizations have undertaken a rigorous approach to providing the circumstances for innovation and analyzing its impact. This research suggests that these efforts are paying off.

Who should read this report?

The report is aimed at B2B marketers who are assessing innovation and performance within their organization. It is also relevant for those who are interested in the state of innovation within the B2B marketing sector.

Findings include:

  • The connection between revenue growth and innovation is a powerful one.
  • The focus of innovation is on retention in most companies.
  • Only a small proportion of organizations defines innovation as "successfully implementing and receiving value from new ideas."
  • Innovative companies are treating innovation as a process that can be structured and encouraged, and have designated innovation budgets.
  • Successful innovators are twice as likely to encourage creative thinking by creating the time and space for it.

Contributing Authors

Stefan Tornquist

Vice President, Research, Econsultancy

More reports from Stefan Tornquist

Stefan Tornquist is the vice president of research for Econsultancy in New York. His team covers a wide range of digital marketing topics from tactical best practices to strategic transformation. Stefan’s research and commentary have been featured in The Wall Street Journal, Business Week and AdAge, as well as virtually every trade press outlet.

Table of contents

1. Introduction from Sparks Grove

  • About Sparks Grove
  • About Econsultancy
  • Methodology

2. Executive Summary

3. Innovation Debated and Defined

4. Innovation, Growth and the New B2B Marketing Organization

5. Where and How Innovation Impacts B2B Growth

6. Achieving Standard Operating Innovation

7. In Summary

8. Appendix: Respondent Profiles


  • Pdf SAMPLE: The Pursuit of Standard Operating Innovation (747 KB PDF)
  • Pdf Disabled The Pursuit of Standard Operating Innovation (558 KB PDF)

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