In a rare joint appearance, AT&T’s Chief Financial Officer and Chief Marketing Officer shared critical insights this week on how large enterprises should approach marketing amid shifting consumer behavior, tighter budgets, and rapid digital transformation.
Speaking at the Global Business Strategy Forum in New York, CFO Pascal Desroches and CMO Kellyn Smith Kennyemphasized that modern marketing must be viewed not as a cost center but as a growth engine—with a measurable, strategic link to business outcomes.
“Every dollar we spend on marketing must demonstrate ROI, not just in impressions, but in actual revenue and retention,” said Desroches. “Finance and marketing need to be aligned on objectives and accountability.”
Kenny added that in today’s data-rich, content-saturated environment, brand value is no longer built solely on creative messaging, but on customer experience, personalization, and trust.
“The most powerful marketing is rooted in real-time data and emotional intelligence,” Kenny noted. “Marketing teams need to operate more like tech companies—agile, experimental, and customer-obsessed.”
The duo pointed to AT&T’s recent success in blending financial discipline with brand modernization, including more efficient ad targeting, AI-enhanced customer segmentation, and a stronger focus on long-term brand equity versus short-term campaigns.
Their advice to other companies?
- Bridge the gap between finance and marketing through shared KPIs and transparent dashboards.
- Invest in scalable digital platforms that support customer insight and omnichannel engagement.
- Measure not just marketing spend, but marketing effectiveness—from conversions to customer lifetime value.
As budget scrutiny tightens across industries, AT&T’s collaborative model between its financial and marketing leadership may set a new standard for how C-suites approach brand growth in 2025 and beyond.
