Marketing and finance: the missing link between data, humanization, and real growth

In the traditional corporate landscape, Marketing and Finance often occupy opposing poles. On one side, creativity, branding, and the pursuit of customer connection; on the other, the rigidity of numbers, budget control, and the obsession with profit margins. However, the evolution of the technology market, led by companies like Skyone , reveals that success does not lie in the separation of these worlds, but in their strategic convergence.

In a candid conversation on the Trend Off , Rodrigo Tremante , CFO of Skyone, shared his career path, which includes stints at major institutions such as Unibanco, Banco Carrefour, and BV, to explain why "digital marketing" and humanizing leadership are key to survival in the age of data intelligence.

In this article, we explore the key lessons from this dialogue on how to integrate finance into marketing in a practical and effective way.

1. The evolution of marketing: from guesswork to digital precision

Historically, marketing was viewed by financiers as a "black box." TV campaigns were launched and sales increased, but it was almost impossible to trace a direct cause-and-effect relationship. Rodrigo Tremante points out that today, this reality has changed drastically: marketing has ceased to be merely advertising and has become a semi-numerical or entirely data-driven .

Marketing as a sniper

For Skyone's CFO, financial efficiency in marketing manifests itself in what he calls "sniper shooting." Instead of spreading funds across generic actions, modern marketing allows for subsidizing the acquisition of strategic clients (through grace periods or CAC incentives) in a factual and measurable way.

• Metrics that matter: finance and marketing now speak the same language through indicators such as LTV (Lifetime Value), CAC (Customer Acquisition Cost), and NPS (Net Promoter Score).
• The value of NPS: Rodrigo points out that an NPS above 70% is not just a satisfaction metric; it's a financial indicator of retention and "word-of-mouth marketing," which is extremely powerful and reduces the cost of acquisition.

2. Branding vs. performance: the challenge of measurement

One of the most sensitive points in the relationship between CFOs and CMOs is investment in branding. Rodrigo admits that, from a purely financial perspective, investment in the brand itself may seem intangible. However, he emphasizes that branding is fundamental to creating top-of-mind awareness .

The logic of persuasion

Imagine a cloud company. When competing with giants like Amazon and Google, a brand without strong branding spends significantly more time (and money) trying to convince customers of its validity. The sales effort against a predefined market landscape is the most difficult and expensive part of the process.

Skyone's solution to this impasse was to simplify communication. By replacing complex taglines with direct messages like "The cloud that securely scales AI," the company made it easier for both the public and the finance team to understand, aligning the marketing promise with operational delivery.

3. Humanization: The C-level beyond the spreadsheet

One of the most striking moments of the conversation was Rodrigo's defense of humanizing the figure of the executive. Often, people confuse the hierarchy of the position with the human being behind it, which can make the C-level position lonely.

Breaking barriers

Rodrigo uses his LinkedIn profile to talk not only about finances, but also about his children, his dogs, and his passion for sports. For him, there is no rigid separation between personal and professional life; there is the life of a single individual who embarks on different contexts.

This humanization generates:

1. Genuine connection with customers: real stories save relationships and build partner loyalty.
2. A culture of trust: when leaders show themselves to be human, communication barriers fall, allowing marketing and finance to collaborate more seamlessly.

4. Technology and data: the infrastructure for success

Modern marketing and financial management cannot be done without a solid technological foundation. Skyone Studio and Skyone Autosky are examples of how data infrastructure allows companies to eliminate silos and transform information into actionable intelligence.

Finances in everything

Rodrigo believes it's possible to "put finance into everything," from data monetization to receivables financing with clients. This vision is only possible when the company has a lakehouse layer and integrated BI tools, allowing for real-time analysis that supports decision-making.

Artificial intelligence, when integrated into this cloud journey, serves not only to automate processes, but also to augment human capabilities, freeing teams from repetitive tasks so they can focus on strategic initiatives.

Conclusion: the perfect match

The union between Marketing and Finance is a game of counterbalances, like the brake and the accelerator that help a car run better. Without financial measurement, marketing becomes guesswork; without marketing vision, finance loses the ability to see the human value and the brand strength that sustains long-term growth.

At Skyone, this integration is what allows us to transform raw data into prosperity. As Rodrigo Tremante said: " Finance comes along with everything we want it to follow ," and marketing is, without a doubt, the best partner on this journey.

Do you want to delve deeper into this conversation?

This article is based on insights shared by Rodrigo Tremante on the Trend Off podcast. To learn more about the career path of someone who managed the revenue of large banks and how he applies this expertise at Skyone, listen to the full episode on Spotify.

👉 Listen to Trend Off now on Spotify

Written by Skyone