Executive management at innovative companies embraces creativity in all aspects of the business – product development, marketing, sales, distribution, culture, etc.
Here is an example of innovation in action from Nestle Waters North America (owner of product brands Poland Spring and Pellegrino) and CRM hotshot Salesforce:
Once you move past the PR spin that touts fuzzy brand impact (i.e. “Every conversation about beverages on a social platform represents an opportunity for us to engage with our consumers…”), it becomes apparent this is a mutually beneficial and unique relationship that will deliver measurable value for both companies.
Salesforce will test and evaluate new functionality of its software and related applications, prior to general release.
Nestle creates an environment to demonstrate to retailers, grocery chains and restaurant groups how they drive interest and demand in their products in a unique way. It validates the “this is why we are special” contention.