Is an excessive focus on cost limiting digital innovation in B2B?

This week on the Friday 15, Andy & Brian talk about the advantages and disadvantages of B2B organizations taking a cost-centered approach to investment.  

While there are certainly benefits of focusing on cost (risk reduction, for example), when we polled our community 83% said that a cost-focused approach negatively impacted competitiveness. 

How should companies balance the need for running a predictable business with the need to continue to invest in innovation?