“By how much profit the marketing generates. Peter Drucker said, ‘Profit is the sovereign criterion of the organization.’ It is the dominating force that allows a management team to steer its own course, make its own decisions, determine its own destiny. So often ‘excellence’ is defined by self-congratulatory means, such as prestigious peer awards or stunning color displays of marketing efforts that didn't even pay for themselves in sales. Marketing that demonstrably supports and drives sales in the hands of a team that converts it to profit — that is excellence at the most fundamentally important level.”
— Bob Massie, CEO, Marketing Informatics, www.marketinginformatics.com