Balancing business goals with technological innovation is challenging but essential for growth. Innovation should be a core business objective to align stakeholders and demonstrate commitment to progress. A key starting point is creating a five-year roadmap that evaluates the company’s current position, anticipates market trends, and benchmarks against competitors. This roadmap should be regularly updated as new information emerges. Managing innovation goals requires a cross-functional team, including product marketing and R&D, to ensure the strategy is both market-driven and technically feasible, driving meaningful business outcomes.