Susana Jurado Apruzzese, head of the innovation portfolio at Telefónica, says that one of the biggest challenges her company faces is the transfer of knowledge in innovation projects from the innovation area to the business unit for commercialization. To take the success of a project to the next step—namely, to market—the project must be transferred to sales and marketing. Jurado Apruzzese finds that including the business side on her team early on makes getting their buy-in much easier. It’s also an ideal way to make sure that sales and marketing are well versed in the knowledge around the
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