For a marketing strategy to be successful, the marketing department must collaborate with other departments in the company. Marketing needs to know the capabilities of other departments in order to determine whether it will be able to achieve its goals. If marketing wants to increase the market share by penetrating into a new target group with a new product, for example, it may require collaboration from R&D on developing the new product, collaboration from finance on allocating money for the development of the new product, collaboration from manufacturers on manufacturing the new product without impacts on existing products, collaboration from sales to sell this new product.

For example, marketers survey the market, determine what consumers want, and create marketing strategies to penetrate the new target group. If marketers never communicate with R&D prior to creating the strategies, they may not know that their strategies will never be successful because R&D cannot develop the product that marketers want due to the limitation of current technology. Another example, R&D has new ideas from new technology and develops them without consulting with marketers. R&D may not know if those ideas will sell and it may end up developing products that consumers never want and wasting company’s money. If R&D works with marketing before implementing new ideas, marketers should be able to find out if the ideas, or variants of original ideas, are going to fly. So, R&D and marketers must work together to improve the product development process to address consumer