A quote John Moore picked up from the Wall Street Journal.  He rightly referred to it as a “succinct and lucid breakdown” of a complicated job title:

“To me, the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal.

You also have to inspire the organization to take calculated risks, and inspire the organization to love winning more than they are afraid of losing.”

- Anthony Palmer, CMO, Kimberly-Clark

 A slight revision:

“To me, the role of anyone in the business of marketing is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often. That has to be the ultimate goal.

You also have to inspire the organization to take calculated risks, and inspire the organization to love winning more than they are afraid of losing.”

I particularly like the second paragraph.  That one seems to be missing from many a mission statement.