A forward looking approach which incorporates leading edge innovations is critical to long term sustainability and advancements in pavement technology. There are key elements which characterize innovation and the underlying motivation for researchers and their organizations. As well there are driving forces which encourage innovations, but also roadblocks which need to be recognized. This paper first identifies and discusses the key elements, relevant factors in motivation and the driving forces, with examples of particularly innovative advances in the pavement field. The role of strategic planning and measurable performance indicators in research programs is also discussed, again with examples. A number of forward looking opportunities, with the associated issues and challenges and future short to long term prospects are identified within the following categories: (A)Pavement Data, (B)Pavement Management and (C)Institutional Improvements. Finally, the paper discusses a “model” for tackling the opportunities and advancing the state of pavement technology as a joint responsibility of the public and private sectors and academia.