You're facing clashes between R&D and marketing visions. How can you align their creative perspectives?

L’innovation a parfois d’excellente idée. Par contre, pour vendre, il faut être 100% aligné avec les besoins et les requis du client. Le marketing a besoin de comprendre ces besoins afin de mieux cibler le message.

In the process of bridging the gap between R&D and Marketing (customer satisfaction), it is pimitive to also have a conscious look into being competitive. Most researches which are in the early stage, generally miss the focus on commercial viability which is pivotal for marketing.

Aligning R&D and marketing requires fostering effective communication and mutual understanding. Create cross-functional teams and hold regular alignment meetings to share updates and challenges. Define shared goals aligned with company objectives and use customer insights to guide R&D priorities. Encourage open communication and foster a culture of idea exchange without fear of criticism. Ensure leadership actively supports collaboration, setting a positive example. Promote flexibility and adaptability in both teams and celebrate collaborative successes to reinforce the value of teamwork. These strategies help bridge gaps and drive innovation and business success.

One good exercise for combining this step with the ones below is to ask each person to write down (or type out) their vision, to articulate that vision in three sentences, or less than 300 words. Then ask them to do the same for their colleagues. During this practice many will begin to critique and change their own theories as they try to express them, and to open to the visions of others as they try and write from their perspective. It may be best to stop there. If more is needed, however, and if everyone is comfortable with the idea, you can share these with everyone and discuss. This can be printed and done offered anonymously if preferred.

R&D team should have considered themselves consumers as they are human beings apart from their profession and they must know the market requirements and do research in accordance to market demand ,local agri resources employment would be beneficial to both the people and the country.

Établir une Vision et des Objectifs Communs Vision Partagée : Organisez des sessions de brainstorming pour définir une vision commune qui relie les objectifs de l'entreprise à ceux de R&D et du marketing. Objectifs Clairs et Mesurables : Créez des objectifs spécifiques, mesurables, atteignables, pertinents et temporels (SMART) qui s'alignent à la fois sur les initiatives de R&D et les stratégies marketing.

I believe that in order to create consistent dialogue between R&D and marketing teams amid clashes, you can establish regular joint meetings focused on aligning goals and sharing perspectives. This way you can foster a culture of mutual respect and understanding by emphasising the importance of both innovation and market needs. Implement a structured communication plan with clear channels and protocols for feedback and collaboration. Utilise cross-functional teams to work on specific projects, ensuring both sides are represented and have input. Lastly, you can leverage conflict resolution techniques to address and resolve disagreements constructively. Easy!

Promouvoir la Communication et la Collaboration Réunions Régulières : Organisez des réunions régulières entre les équipes R&D et marketing pour discuter des projets en cours, des avancées et des défis. Outils de Collaboration : Utilisez des outils de gestion de projet comme Trello, Asana ou Jira pour assurer la transparence et la coordination des tâches. Culture de la Communication Ouverte : Encouragez une culture où les membres de chaque équipe peuvent exprimer librement leurs idées et préoccupations.

I think the above summary outlines the most successful approach I have seen. When cross functional teams work as one team representing the opportunities from each discipline at the outset of a program focused on solving an end user problem the user and business win. Culture and structure play a huge role in empowering teams to be effective this way. Pure value driven commercial opportunities based on current market and pure R&D product entitlement opportunities tend to fall short, a collaborative approach is paramount for success.

Développer une Stratégie de Produit Intégrée Études de Marché et Retour d'Information : Utilisez des études de marché et des retours d'information des clients pour guider les efforts de R&D et assurer que les développements de produits répondent aux besoins des consommateurs. Prototypage et Tests : Collaborez sur le développement de prototypes et organisez des tests avec des échantillons de clients pour recueillir des retours précieux.

Compréhension Mutuelle des Rôles et des Compétences Formations Croisées : Organisez des sessions où les membres des équipes R&D et marketing peuvent apprendre les bases des compétences et des responsabilités de l'autre. Visites de Terrain : Invitez les membres de chaque équipe à participer à des visites sur le terrain pour mieux comprendre le contexte et les challenges auxquels l'autre équipe est confrontée.

Exacto. Comparto plenamente que la flexibilidad para comprender e integrar los aportes de los integrantes de otras áreas es la única forma de tener éxito en las tareas en equipo.

KPIs Communs : Définissez des indicateurs de performance clés (KPIs) qui reflètent les contributions de chaque équipe aux objectifs communs. Système d’Incentives Aligné : Créez des systèmes de récompense qui encouragent la coopération et la réalisation des objectifs partagés.

Feedback en Continu : Installez un cycle de feedback continu pour ajuster les stratégies et améliorer les collaborations inter-équipes.

Debe sumarse siempre como área de estudio la o las metodologías de investigación. Muchas veces el esfuerzo hecho por los equipos en el trabajo no se valora correctamente porque el desarrollo y la aplicación de los instrumentos de investigación no han sido bien planificados, estructurados o aplicados. Es necesario validar los instrumentos para asegurarnos que miden lo que queremos medir.

The content covered above is generic. while creating the question and content, I am not sure how R&D was considered. Research and development exists in marketing also, which is called as market research which helps to decide strategy to innovate practices for better marketing. Perhaps in this question this R&D is considered as scientific r&d only for some product development. So to extend the answer, for a holistic product development which is needed by market there should be continuous/ periodic discussion between all the pillars, such as finance, r&d, HR, planning, management, marketing, sales. These all have to align for a common goal only, and work interdisciplinary with sound crosstalks. Some training modules can also be introduced.