There is ever-increasing pressure on R&D and Innovation leaders to meet management and shareholders expectations for higher and faster returns from new product development. The reality is that the success rates for new product launches are low and commercialization times are long. To help to increase certainty of R&D kill/continue decisions, successful companies are digitally plugging into their growth markets to gather the relevant market data to support and accelerate these decisions. Specialized online networks are being capitalized on to help companies to explore unfamiliar markets and validate new products. Digitization can help companies to identify the right co-development partners to shift from “Too many customers don’t want to pay for my innovation” to “These companies in these markets badly need my innovation now”.