The marketing function was represented in a jargon free context through this process. Sales generated represents the order book as it stands, while sales per month is a past tense look at how the marketing function has performed in the a defined timeframe (usually a month). Of the six generic performance measures unearthed by this methodology, 30% can be linked directly to the sales and marketing function within an SME. The research then turned to how the marketing
role would be perceived in relation to the decision scenarios, which were identified as being significant to each of the six generic performance measures.