CFOs are shifting perspectives, recognizing marketing as a catalyst for growth rather than a cost center. AT&T exemplifies this by showcasing collaboration between finance and marketing leaders. Pascal Desroches fosters an open environment to encourage innovative ideas, emphasizing the value of communication. Kellyn Smith Kenny collaborates with Desroches to enhance digital experiences and product development, relying on customer insights. This partnership positions AT&T to capitalize on market trends, meeting customer demands for comprehensive services while ensuring accountability within the organization.
Desroches emphasizes that "You can't be in an organization where everybody's terrified of the CFO-it just doesn't work," highlighting the importance of open communication in fostering collaboration.
Kenny noted that, "I'm working with Pascal to massively overhaul and transform the digital experience for customers," underscoring the significant partnerships between marketing and finance.
Desroches stated, "Our investments reflect their feedback," referring to how insights from the marketing team shape new products and services.
The approach of accountability is crucial; as Kenny remarked, "He also holds people accountable, which is exactly what you need your CFO to do."
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