Sustaining,Innovation,Your,Org business, insurance Sustaining Innovation in Your Organization – Delivering on T


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Over the past few weeks, we have discussed certain pitfalls to thesuccess of your growth portfolio. These have included items such as“missing the mark” with your target market or position in the valuechain and mismanaging project rollouts, holding your company back fromreceiving the maximum ROI on the portfolio. Lastly, we will talk aboutdelivering on target. Delivering on TargetYourgrowth portfolio exists for a very specific reason. It was carefullyconstructed to maximize your company’s growth through increases inmarket share and profit margins. Delivering the results from yourgrowth portfolio and keeping them in line with the company’s goals andplans for the future is one of the biggest challenges facing marketingexecutives today. There are certain projects that your companymight have rolled out years ago that are still bringing in revenue.While these products might have been historical “cash cows,” theirpresence in your growth portfolio might be a hindrance. Keeping yourcompany innovative means becoming among the first to introduce a newtechnology, product, or service. If your company is to move forward inthe future, this “backward” thinking might have a negative impact onthose goals. While it is not advisable to simply dump a cashcow that is still bringing in revenue just because it is a few yearsold, making this older product the focus of your portfolio is far frominnovative. In order to move forward as an innovative company and berecognized as an innovation leader, you must have managers that are notafraid of the future, great research teams to gather data on markettrends and the correct management in place to accurate decipher thedata and predict the company’s next move. Don’t let yourcompany’s innovation get held up because of a lack of direction. Ifyour company truly wants to be innovative and forward thinking, yourgrowth portfolio should be focused on products that can be introducedto entirely new markets and grab that immediate market share.Innovation with your older products is limited to campaigns targeted atincreasing market share or finding ways to increase profit margins. Nowthat we have discussed how to identify and avoid potential pitfallswhen it comes to product innovation and growth, come back next week forour sixth and final segment: Tracking Your Success, which will focus on how to track and measure your success.

Sustaining,Innovation,Your,Org

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