Embrace a new definition
Sales generate revenue. Marketing generates profits.
Marketing, including social media marketing, is about efficiency. Marketing is a process of decreasing the time, money, and resources required to communicate with customers and make it easy for them to buy products and services.
The more efficient your marketing is, the more profit you make. That’s what you want to optimize for.
By defining marketing as a function of profits, you create a new perception within your organization about the value of marketing.
Check the whole article – very long, but worth it.