Now these types of efforts [ … ] are traditionally located in the marketing department. But in high tech, marketing is too ignorant to drive the bus. What appears to the generalist to be a a simple change may in fact cut across some fundamental technology boundary in a radically in-appropriate way. Or conversely, what looks impossible to achieve may in fact be a by-product of a minor adjustment. In either case, engineering must be a direct partner in the effort, or it is is wasted.
Crossing the Chasm, Geoffrey A. Moore
(Thanks to @jtf for the recommendation)