Pharma companies are focused more than ever on decreasing time to market and identifying new ways to differentiate their products. Simultaneously, changes in the clinical outsourcing market necessitate a renewed focus by CROs to achieve a new level of differentiation. Such an alignment of incentives might suggest an environment ripe with opportunity for mutually beneficial investment in innovation by pharmas and CROs. However, the industry has struggled to gain significant investment in these innovations. This article from Christopher Church at Kineticos explores why R&D innovation is stalled and examines three factors that CROs can leverage to gain buy-in from pharma companies in new initiatives.