Effectiveness and Efficiency

In any company, engineering is always challenged with conflicting business metrics. For example, sales and marketing in a organization would like to have each and every product and/or service possible whereas engineering would like to work with one product (or some) that they can do very well. Sales and Marketing are being effective at 'trying' to increase the business for the company but engineering is trying to be efficient at some of the products (and not all what S&M would require). These conflicting goals need to be managed critically for the overall business to be successful. I am sure that all companies undergo this conflict on a regular basis and might have different mechanisms to address this. It would be interesting to know some real business scenarios on how these have been resolved. I could not find any literature and/or resources about this only to conclude that engineering can accomplish efficiency given enough number of resources. But that is not always true. Take Apple and Motorola for example. Apple has one cellphone but a rather ground breaking one. Motorola has 40 different cell phones. You guess who is doing better!