Three steps to engineering and marketing strategic alignment

In today’s global markets, the need for innovative solutions is greater than ever. Increased product complexity means high cost of fixing or updating products. Increased competition means that products need to satisfy market needs well to succeed. Concurrent engineering across complex supply-chain also necessitates much better alignment between marketing and R&D. A lack of strategic alignment between marketing and engineering leads to many issues:

1. Difficulty adapting to changing market needs
2. Limited business/marketing visibility into development
3. Differing expectations about project objectives/timeline
4. Disconnected plans and wishful launch dates
5. Late changes and cost overruns

Here are three steps organizations can take to better align marketing with engineering, product or technology development:Read More