How AWS’s CMO plans to turn marketing into a measurable revenue engine

Core Insights - The role of the Chief Marketing Officer (CMO) has evolved from brand building to being a key player in growth strategy and revenue generation [1][2][3] - Marketing is now viewed as a core function within technology companies, emphasizing accountability and measurable outcomes [2][3] - CMOs must understand the company's revenue model, customer lifetime value, and the economics of customer acquisition and retention [3] Marketing Accountability - CMOs are expected to be business leaders who understand how marketing serves the overall business [2] - Revenue is now a primary marketing metric, with marketing teams participating in weekly business reviews alongside sales leaders [2] - The shift from viewing marketing as a cost center to embedding it at the commercial core reflects a broader industry trend [3] Measurement Challenges - While many marketing activities can be quantified, some still rely on judgment and instinct, making it challenging to balance creative vision with measurable performance [4] - Long-term brand investments may take years to yield returns, complicating the assessment of marketing effectiveness [4] Interdepartmental Relationships - The relationship between marketing, product, and engineering has transformed, with marketing now involved earlier in the product development cycle [5][6] - Continuous evolution of cloud and AI services has led to a deeper integration of marketing with product development [5] - The product itself is increasingly seen as a marketing vehicle, necessitating clear communication of complex technologies from the outset [6]