From Adweek · Jenny Rooney · · 1m
Best CMOs Drive Growth, Not Just Marketing
CMOs must lead company growth, not just marketing campaigns, says AT&T's Kellyn Smith Kenny.
In brief
CMOs must lead company growth, not just marketing campaigns, says AT&T's Kellyn Smith Kenny. AT&T's Kellyn Smith Kenny argues CMOs should understand business economics and create conditions for high-performing teams to drive growth. Originally reported by Adweek.
Marketing as Growth Engine
Kellyn Smith Kenny says marketing must drive company growth, not just campaigns or brand communications.
“Marketing is there to help grow the company”
CMO as Company Leader
The CMO role requires understanding business economics and creating conditions for high-performing teams.
“Marketing cannot operate as an isolated function”
Leadership Through Conviction
Great leaders raise standards with both conviction and patience to build lasting change.
“Raising standards requires conviction and changing an organization requires time”
AI Requires Quality Data First
High-quality data must come before meaningful AI adoption for effective marketing strategies.
“Ai doesn t start with ai before ai comes data”
Human Insight Matters
Human insight remains central to strategic and creative decision-making even with AI.
“Human insight still needs to inform strategic and creative judgment”
Finance and Operations Allies
Finance and operations should collaborate as allies, not separate departments, for business growth.
“Finance and operations should be allies not neighboring departments”
The takeaway
AT&T's Kellyn Smith Kenny argues CMOs should understand business economics and create conditions for high-performing teams to drive growth.
