Why Marketers Absolutely Deserve a Seat at the NPD Table
The Importance of Product Development
In today’s fast-paced marketing landscape, the New Product Development (NPD) process is an exhilarating dance, where every step must align perfectly for success. But if marketing is a pivotal player, why do we often find marketers sidelined in the innovation arena?
The 4Ps: A Foundation at Risk
The classic model of the 4Ps—Product, Price, Place, and Promotion—has long been the bedrock of marketing strategy. However, insights from Marketing Week’s 2025 Career & Salary Survey reveal a startling discrepancy: marketers wield significant influence over advertising (a robust 88.7%) but only possess half that influence (around 48.5%) regarding innovation and NPD decisions.
This disparity calls into question the very fabric of the marketing role in product development.
The Disappointment of Diminished Influence
Marketer’s Stance on NPD
Ewa Moxham, the Head of Marketing at Yoplait, reflects a sentiment among peers that’s hard to ignore. A recent poll from her sector suggested that promotion remains the area where marketers’ voices are most revered. Yet, the struggle to extend this influence into product development is apparent.
So, what’s happening?
A Missed Opportunity
With marketers’ expertise in understanding consumer behavior, competition, and market trends, it’s perplexing that they don’t have a stronger foothold in the NPD process. By neglecting this essential involvement, companies could be missing out on innovative products that resonate deeply with consumers.
Reimagining the NPD Process with Marketing At Its Core
Building Stronger Cross-Functional Collaboration
To turn the tide, cross-functional collaboration is indispensable. Marketers need to engage early and often in the NPD process, ensuring that insights derived from customer data inform every stage of product development. This means not just participating but actively leading discussions that shape product design, functionality, and value proposition.
Aligning Marketing Insights with Innovation
Innovation doesn’t exist in a vacuum. By integrating marketing insights during the brainstorming stage, teams can better anticipate market needs and refine concepts before they enter the production cycle. This approach minimizes waste and maximizes the chances of market success.
Why Marketing Should Claim Its Essential Seat
The Risk of Exclusion
Allowing marketers to slip into the shadows during NPD discussions poses a significant risk. Products launched without solid marketing input often fail to capture their target audience, leading to disappointing sales and wasted resources.
Conversely, when marketers are engaged, organizations are empowered to create products that are not only innovative but also attuned to market demands.
The Industry Call to Action
As the marketing landscape evolves, it’s imperative for organizations to reevaluate roles and foster environments where marketers can become key players in the NPD process. Embracing this restructuring will lead to a more cohesive, consumer-centric approach in product innovation.
Conclusion: Make Room for Marketers
The path to successful product development is undoubtedly complex, but neglecting the contribution of marketers should no longer be an option. By leveraging their insights and expertise, companies can innovate effectively and capture greater market share. It’s time to ensure that marketing has an essential seat at the NPD table.
For further reading on the role of marketing in product development and innovation, check out this insightful resource.
