Building the bridge between R&D and marketing

By Emma Sant - Founder of Futureful

In my work, I have sometimes seen a gap between dreams and reality; between marketing and science. This can be the root of frustration. Marketeers may not see the full potential of the science they hold in their hands, or hear about in technical roadmap presentations. Scientists may be nervous to share science that is not yet fully formed.

The R&D department is often where the magic sparks for product brands fly. How the product is sourced, made, works, is perceived, is key to the brand delivery, before clever brand storytelling is wrapped around it.

Creating a technology toolbox is a catalyst to more collaborative and inclusive innovation and brand storytelling.

A small amount of preparation and time from the R&D team to share their technologies in a carefully facilitated interview or working session can unlock the (future) potential of the technology.

Making the science accessible to marketeers in digestible formats (cards, films, creative stimulus) can help them to reimagine the stories that they can tell about their brand or the future innovation roadmap that they can create.

At Futureful Consulting, we recommend that every product business creates a technical toolbox for key technologies, to distil ...
🔬 What the science is
🧪 The benefits it brings
👩‍🔬 How it can be used
✂️ When it will be ready

Why not make 2025 a year where science and marketing come together to create better tools for collaboration?

I have successfully helped to bring different business functions to work together to land both groundbreaking roadmaps for years to come, and better ways to differentiate brands based on the science within them. I'm here to help either as a sounding board or to take on your next toolkit!