"In today's tech landscape, the chief marketing officer is no longer confined to brand building or demand generation. The role has become one of the most cross-functional in the C-suite, responsible for shaping growth strategy, influencing product direction, and driving measurable revenue. At Amazon Web Services, CMO Julia White describes the shift as one toward greater business accountability. "CMOs need to be business leaders," she says. "You need to understand the business you're part of and how the marketing discipline is in service to that.""
"It's a subtle yet significant change, from running campaigns to running part of the business. That focus on measurable outcomes is reshaping how marketing is structured and evaluated across the industry. At AWS, revenue is now treated as a core marketing metric. White's team joins sales leaders in weekly business reviews to track pipeline contribution and closed deals. The emphasis isn't just on visibility or engagement, but on the share of company revenue marketing drives or influences."
The chief marketing officer role has evolved into a cross-functional business leadership position with responsibility for growth strategy, product influence, and direct revenue impact. Revenue is increasingly treated as a core marketing metric, with marketing teams participating in regular business reviews alongside sales to track pipeline contribution and closed deals. Marketing credibility now depends on demonstrating how brand awareness and customer engagement translate into financial performance. CMOs must understand revenue models, customer lifetime value, and acquisition and retention economics, while balancing measurable activities with longer-term brand investments that may require judgment and time to yield returns.
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