Defining marketing is a little trickier, and even at Fortune 100 companies, the role of marketing isn't always clear. Often sales take the lead and marketing plays a supporting or subordinate role. That is partly because sales are very easy to measure: either you have orders and cash coining in the door or you don't. But according to Peter Drucker, the father of modem sales management strategies, sales and marketing strategies, marketing drives sales. He wrote the following a long time ago:
"Because the purpose of business is to create a customer, the business enterprise has two-and only two-basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."