Actually, there are pockets of marketing people who do understand and appreciate that you need design to differentiate. You begin with collaborative teaching efforts. There has to be reinforcement between theory and practice. The whole notion of Picasso as an artrepreneur is really under-appreciated. You've also written about the power of creative collaboration.
Successful collaboration requires a shared space.
But something else is even more important than the shared space. Top management has been too lazy in defining genuinely collaborative challenges. Look at what these successful collaborators have in common. They faced big problems, used a shared space and had a willingness to subordinate their egos to the problem.