The paper is based on a detailed analysis of literature and conducted research to create a system for work with innovative ideas, opportunities and innovations in company. This paper reports the main results of the research that authors conducted on a sample of 318 respondents. Main purpose of the research was to identify the key elements of the use of innovation in marketing management system for work with innovation, opportunities, knowledge and application of lateral thinking. This paper deals with the identification of the main preconditions for successful use of the proposed system for work with innovative ideas, opportunities and innovations in business. Attention is also paid to the identification of the most common problems in the use of innovation and innovative ideas in business. The paper presents a series of recommendations to minimize the described problems and serves valuable tool for marketing manager for the efficient use of labour with innovative ideas, opportunities, innovation and expertise in the company. Following methods were used for research: comparative method of qualitative evaluation method, the method of structured and structured interviews, observation method, the method of document analysis (method of content analysis) and questionnaire method.