http://journals.ama.org/doi/abs/10.1509/jmkg.74.5.80

This article argues new product success rates increase when sales departments work with R & D. Cross-functional teams (Sales-R&D, Marketing-R&D, and Sales-Marketing) should be harnessed at different stages of new product development. For instance, during the conceptualization stage Sales should work with R&D closely because of their direct customer knowledge. In the product development stage Marketing becomes of greater importance because R&D needs to tailor the concept’s appeal to an identified/broad market. When the product launches R&D takes a back seat and Sales-Marketing takes over.

How could Universities better harness this model? Is it possible that one day Tech-Transfer offices will become a University’s main source of capital? If Tech Transfer were to set up a mandatory process of engagement in the conceptualization stage (prior to extensive research) with Sales, where should the University find partners in Sales? Could partnership between a University and a Sales Organization work through product launch? Would University Marketing Departments push back or jump in head first?

Is there hope that University Tech Transfer Offices could become more desirable than VC firms? Remember, VC/private equity wasn’t even existent 100 years ago.