It ain't all about sales. Lesson Three: Results. "In our industry we tend to make things complicated, focusing on activities that don't drive brand. Why are CMO
tenures short; look at org designs across companies, and they are all over the place: too much spend goes to short term and tactical and don't build loyalty and relationship with
consumers. Why do CEO's and CFO's -many of them- not value marketing. Because too much we focus on a bustle of activities, not the few things that drive
growth of brand. Sales are important but if you don't look at other measures of brand health, you are being short sided.
Per example, PG has a study that includes examination of
brand equity. money, brand, equity and people. "our people dont advance if they aren't showing growth in those three areas. The question: Is everything you do
balanced on brands, business and people." As an industry , no we aren't there.