5. The chief marketing officer (CMO) was meeting on the budget for the department with the chief financial officer (CFO) of the hospital.

The line item of digital expenditures came up as the CFO asked, “How many patient appointments did we get as a result of all the ads that we placed on Facebook, and with the people hired in the department who seem to just do all that social media stuff?” “I can give you the exact number because we track that for sure, but it really is too myopic of a focus,”

said the marketing director. “These digital expenditures cut across the organization.”

Explain the marketing person’s rationale to the skeptical CFO. Do you agree with the CMO? Explain your position and why you do or do not agree.