As your business's mouth, marketing must be tightly integrated with the organization. The role of marketing is to know the business you're in, understand the perceptions of your customers, partners, and distributors, and support your sales efforts with materials that communicate your compelling story. Rather than being a passive player in the company, marketing is the best connection you have to the relationships that support your business. Go ahead, let it contribute directly to your business strategy. Consider all business relationships to be partnerships.
Customers are sales partners.
Suppliers are procurement partners. Shippers are logistics partners. Dealers are channel partners. As partner managers, marketing people maintain the company's face to your entire business network, and only full organizational support can keep that face from crushing. Their failure wasn't in sucking in lots of data, it was in retailers' failure to capture and use that data as an organizational asset.