As a company gets bigger, there's an inevitable split between the people who market what gets made and the people who design what gets made.
At some organizations, it's likely that these two people work in different buildings, and don't spend much time together.
One of the most important decisions made in the early days of JetBlue was that the woman in charge of marketing the airline was also in charge of hiring and training. Amy designed the product and the marketing, both.
This was certainly one of the things Steve Jobs brought to the table as well.
There are a lot of reasons that this is quite difficult to pull off. That doesn't mean it isn't important.