Higher levels of R&D investment or market growth should be supported with increased Strategic Marketing resource to ensure that new products and services are aligned with target markets, applications and customer segments.

    Strategic Marketing capability is critical for longer development timelines to ensure:

    • Initial market insights are updated throughout the development process
    • Target segment CPCs drive product design (trade offs) and offer development

    The below analysis indicates MT’s investment in Strategic Marketing FTEs vs. R&D spend is within the range of the comparative group:

    • Especially considering the higher forecast growth rates for the entire company
    • Is Development investment enough to support growth ambition?