Matt Kelly — Growth Strategy Partner, Mavlers
Published:
When teams start to look at that question and answer that question through the eyes of more of a CFO instead of a more traditional marketing analytics effort, that financial language really does make this difficult, sometimes vague conversation a lot more real.
What does Matt Kelly say on The Agile Brand with Greg Kihlström?
Matt Kelly, Growth Strategy Partner, Mavlers, says: Matt Kelly of Mavlers discusses pragmatic lifecycle marketing in the age of AI, arguing that real business impact requires solving foundational data and governance issues before layering in advanced models. He urges marketers to shift from campaign KPIs to financial language, to rethink agency partnerships as capability builders, and to use AI to amplify ambition rather than just automate tasks. The conversation emphasizes measurement, cross‑functional alignment, and continuous learning.
From: The Agile Brand with Greg Kihlström
Cite as: Matt Kelly. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/matt-kelly-when-teams-start-to-look-at-that-question-and-answer-that-qu