I've often said that marketing is an investment, not an expense. According to Google:
There’s a new trend driving successful digital advertising campaigns: profit-driven marketing. It flips digital tradition on its head by approaching marketing as a profit center instead of as a cost center. A profit-driven approach means spinning familiar problems in new ways. In this article, we identify the main pillars of profit-driven marketing—recognizing value, targeting outcomes and capturing demand—to help you achieve a better bottom line.
Read the full article here.