To be the most highly valued and effective resource for sales and marketing agencies (“Agencies”) and the industries they serve by:
- Providing leadership for Agencies and their trading partners
- Advocating Agencies’ business interests on key issues
- Identifying and creating new business opportunities for Agencies
- Promoting the value, role, and capabilities of Agencies
- Promoting ethical and professional practices among clients, customers, and Agencies
- Assisting Agencies in their continuing development of effective sales, marketing, and merchandising organizations
To position sales and marketing agencies as the preferred resource for clients and customers who seek value-added solutions in their sales and marketing strategy development and implementation.