Marketing's Hidden Currency: How AT&T is Tying Love to Loyalty AT&T's CMO Kellyn Smith Kenny has made a groundbreaking move by quantifying brand strength and linking it to customer growth.
Her approach has cracked the code on making marketing matter in the boardroom, where CEOs care about tangible results. The numbers are compelling: prospects who say they love AT&T are 1.
6 times more likely to become customers within 12 months, and existing customers who feel this way are three times less likely to leave.