Closing the Gap Between Aspiration and Execution

GUEST POST from Noel Sobelman

In today’s volatile, technology-driven world, where the pace of change continues to accelerate, most executive teams agree on one thing: innovation, whether incremental, adjacent, or transformative, is critical. What’s far less clear is how to measure whether their innovation efforts are working or how to systematically improve them. That’s where benchmarking comes in.

Benchmarking isn’t just a diagnostic tool, it’s a strategic accelerator. It provides clarity where there’s ambiguity, reveals blind spots that internal reviews often miss, and equips leadership teams with hard data to make smarter, faster, and more confident decisions about innovation investments and process improvements.

This article explores benchmarking as a strategic capability for quantifying the gap between current innovation performance and best-in-class execution. It also outlines how companies can use benchmarking to unlock more reliable, scalable, and profitable innovation outcomes.

From Insight to Action: Why Benchmark Innovation?

Innovation is inherently risky with outcomes that are hard to predict, but the processes that support it don’t have to be. Effective innovation systems are structured, repeatable, measurable, and continuously improving. Benchmarking enables companies to see those systems clearly and objectively. It replaces assumptions with insight and turns performance anecdotes into verifiable data.

Used strategically, benchmarking helps executive teams build a compelling case for change grounded in facts rather than opinions. It offers a concrete way to quantify gaps between current and desired performance, helping to expose where process inefficiencies or capability gaps are holding the organization back. Benchmarking also supports leadership in identifying maturity levels across critical innovation capabilities, from governance and investment decision-making to resource management and project execution.

Importantly, it links development capabilities directly to measurable business outcomes. That means innovation isn’t just about creativity or culture, it’s about performance that can be tracked, improved, and scaled. By grounding decisions in comparative data, benchmarking makes it easier to align managers around realistic year-over-year improvement targets that are both ambitious and realistic.

Defining Performance: What Benchmarking Measures

For benchmarking to drive real improvement, it must look at the right dimensions of performance. At Accel, we use a multi-dimensional benchmarking model that examines four distinct categories of innovation performance: innovation effectiveness, project performance, process application, and portfolio management.

Innovation effectiveness reflects senior leadership’s ability to guide success across the full innovation spectrum, from product line extensions to transformative new ventures. This includes new product vitality, the percentage of revenue generated by recent launches, as well as return on R&D investment and the proportion of spend lost due to delayed or ineffective decision-making (aka, wasted development spending). When measuring leadership effectiveness in creating new sources of growth beyond the core business, we include leading indicators like evidence-based portfolio metrics, progress metrics, and scaling metrics such as user engagement, retention rate, and referral rate.

Innovation project performance reflects how well teams execute against their objectives. It includes metrics such as time-to-market, time-to-profitability, and schedule predictability, alongside actual-to-planned measures of product cost, profitability, and quality. These indicators help determine whether teams are executing effectively while meeting the business and customer needs they set out to address. New venture project performance measures include validated assumptions and cumulative evidence strength across solution desirability, business viability, and technical feasibility dimensions.

Innovation process application focuses on how consistently and effectively innovation methodologies are applied. Here, we assess actual versus estimated project cycle times across development phases as well as the accuracy of development cost forecasts. We also examine the frequency of project re-scoping, exception reviews, team turnover, and the reuse of design or code elements, all of which serve as indicators of process health. For transformative innovation processes, we also assess learning velocity, experimentation rigor, evidence-based decision-making, metered funding practices, core business leverage, and engagement with external ecosystems.

Finally, innovation portfolio management metrics reveal how well an organization aligns its innovation resources with its strategy. We evaluate factors such as strategic alignment, investment allocation, resource utilization, and portfolio value realization. When these are off-target, companies often see a mismatch between growth ambition and investment mix, poor development throughput, or low return on their innovation spend.

Figure 1. Innovation Performance Benchmark Metrics

Together, these four categories offer a comprehensive view of performance and their connection to business outcomes, and more importantly, a roadmap for targeted, results-driven improvement.

How It Works: Accel’s Benchmarking Approach

The benchmarking process begins by establishing a clear, accurate picture of the company’s current state. This involves gathering available performance data, then evaluating it for consistency and comparability across sources. We reconcile discrepancies and normalize contextual factors like company size, product line complexity, regulatory classification, innovation type, and development methodology.

AI accelerates this process by enabling faster data harmonization, natural language processing to analyze qualitative inputs (such as project postmortems or customer feedback), and machine learning algorithms that detect hidden drivers of performance variance across projects, teams, or business units.

Once we’ve built this baseline, we assess capability maturity across several critical dimensions. These include innovation process structure, governance and decision-making frameworks, execution models (such as gated, Agile, or transformative approaches), and portfolio management practices. We also analyze resource management, discovery and ideation, new venture incubation efforts, alignment with business strategy, culture, and organizational mechanisms such as incentives and reward systems.

From there, we compare the organization’s practices and outcomes against peer companies, industry leaders, and Accel’s leading practice reference model. The output isn’t just a list of issues; it’s a prioritized set of capability gaps linked directly to performance impact. We then work with executive teams to develop action plans and change roadmaps, aligning leadership around where to invest, where to restructure, and where to accelerate change.

Figure 2. Benchmarking Approach

What Benchmarking Reveals: A Snapshot from the Field

We’ve seen across multiple clients and industries how benchmarking can uncover hidden obstacles to innovation performance. Consider the example of one of our clients, a MedTech manufacturer that decided to benchmark their capabilities after struggling with missed launch dates and underwhelming innovation returns. Their leadership team believed that product complexity and regulatory challenges were the root cause. But when we dug into the data, a different picture emerged.

The company was not consistently tracking core new product development performance metrics, making it difficult to identify root issues or assess improvement opportunities. Sample project data revealed that early-phase development cycles, specifically Concept and Planning Phases, were taking two to three times longer than industry benchmarks. Moreover, the company was investing heavily in detailed design before evaluating technical feasibility or validating customer requirements, which led to protracted development timelines, late-stage surprises, compliance-driven rework, and chronic cost overruns.

Our assessment also uncovered a lack of system-level architecture discipline and siloed project planning without proper integration to balance customer needs against technical, market window, schedule, and resource considerations. In short, while the organization believed it had a process problem, benchmarking revealed a deeper issue: a maturity gap in early-phase project planning, risk management, and system design.

By framing these insights within industry benchmarks and leading practices, the company was able to galvanize leadership support for a targeted transformation. The result was a realigned innovation and portfolio management process focused on early project de-risking, customer need validation, and robust front-end planning, leading to faster cycle times, fewer late-stage surprises, and improved innovation throughput.

Why It Matters: The Strategic Case for Benchmarking

Benchmarking delivers more than operational insights, it unlocks real business value. Companies that benchmark and act on the findings tend to outperform peers in key areas. For instance, best-in-class organizations generate over 45 percent of their revenue from new products. Their time-to-market is over 40 percent faster, and their R&D resources are more efficiently allocated toward high-impact initiatives like platform innovation and next-generation solutions.

In contrast, companies that don’t benchmark often lack visibility into why projects fail, where delays originate, or how resources are being utilized. This results in lower returns on innovation investment, lower project success rates, and internal misalignment on where and how to improve. We’ve seen cases where products missed their mark not because the core idea was flawed, but because teams moved too quickly into development without validating customer needs or failed to adapt to shifting customer expectations. The result: products that launched late, didn’t resonate with customers, or had to be reworked at a significant cost.

When benchmarking is integrated into an ongoing performance management system, it serves as a feedback loop, continuously guiding decision-making and capability development. That’s why it’s not just a one-time diagnostic, but a strategic discipline that supports innovation as a competitive advantage. AI technologies enhance this feedback loop by transforming benchmarking into a dynamic, continuous process, automatically updating benchmarks as internal and external data sources evolve, and alerting teams to emerging gaps or opportunities in real time.

Conclusion: A Tool for Strategic Transformation

In a world where innovation separates leaders from followers, benchmarking is more than a diagnostic, it’s a tool for strategic transformation. By providing hard data on where you stand and where to focus, it turns vague aspirations into actionable priorities and ensures that innovation efforts are aligned with measurable business outcomes.

But benchmarking only delivers value when it’s integrated into the broader innovation system, driving continuous improvement and sharper execution over time. That’s where its real power lies, as an ongoing discipline that builds organizational maturity and long-term advantage.

For executive teams looking to sharpen their innovation capability, a few critical questions should guide the next steps:

• Do we have an objective understanding of how our innovation performance stacks up against peers?
• Are our development processes delivering the speed, quality, predictability, and customer impact we need?
• Can we clearly measure how innovation contributes to growth and profitability?
• Most importantly, are we investing in the right capabilities to win in the future?

You can’t improve what you don’t measure, and you can’t lead if you don’t know where you stand.

Image credits: Accel Management Group, Noel Sobelman, Pexels

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