17. A Case for Metrics and Measurement
I am one of those marketers who believes the purpose of marketing is to drive sales.
The American Marketing Association’s (AMA’s) definition of marketing is, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Phooey! It even sounds like something a marketing department would write. Ask any CEO, CFO, or board of directors what marketing’s purpose is and they will tell you it is to drive sales. Now in fairness, I’m sure (hoping) the AMA considered the words to drive sales at the end of that definition is assumed.
After all, a company cannot stay in business ...
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