Marketing is everybodies responsibility according to Harry Booker, former CMO of Telefónica Digital.
According to Gary Marketing today is much more about P/L, numbers and creating value than about creative work.
I agree, today you need to be much more aware of your numbers all the way through the company. And it is not enough to create positive ROI on the media investment. It is just as important to manage your COGS and the ressources it takes to deliver on the product sold.