In a startup, I embrace the idea from Blank that there are really only two roles: product development (design, and software hackers) and customer development (product marketing, sales, business development).

FORBES: Getting The Most Out Of 'Getting Out Of The Building'

Our customers need to be agile so they can not only stay ahead of the competition, but also be able to quickly change the underlying behavior and logic of their strategic business systems in customer service, new product development and marketing.

FORBES: The Bring Your Own Software Trend - And Why It Will Be Brief

Since 1999 they have linked Huawei's switch development with marketing and sales, aiming to design for customer needs.

FORBES: The Challenge From China

Even though it would have been a whole lot cheaper to outsource customer service abroad or even to the midwest, Popick made a strategic decision to keep customer service under the same roof as product development and marketing in San Francisco, which is a particularly expensive part of the country.

FORBES: The Benefits of Great Customer Service

While marketing teams and agencies most often uncover the data itself, insights are used in product development, customer experience, sales, and C-level discussions.

FORBES: Three Of Four CMOs Say Social Media Impacts Sales

But only if customer service can have those water-cooler moments with product development and marketing.

FORBES: The Benefits of Great Customer Service