It depends on your job - and your manager. Even if you're not in a marketing role, you can be expected to promote the business. I've seen that happen at start-ups and megacorps. Or, perhaps the inverse is true and a manager wants someone who isn't influential so they can't rock the boat. Or, in some cases, your boss is just looking for an excuse to cut you - what better way than a metric over which you have no control? It's a bit like tic-tac-toe - the only winning move is not to play.