Make Marketing Matter

Marketing that matters isn't an overhead: it's the strategic enabler of growth your business needs. An ecosystem where attention leads to action and performance the whole boardroom can get behind. Stop justifying marketing. Start architecting growth. Too often, CMOs find they’re speaking a different language to the rest of the boardroom. Creativity and commerciality clash. Growth stalls. The exact opposite of what marketing leaders — and their boardroom peers — intended when investing in marketing. There is a better way. Marketing leaders should be the architects of growth, building a marketing ecosystem that operates strategically across three dimensions: audience attention, business outcomes and growth strategy. A marketing ecosystem that shows impact, links to outcomes, and leads to recognizable revenue. Drawing on her own boardroom experience and real-world examples, Emma Pownall shows business leaders and marketers how to build ecosystem thinking, translate marketing strategy into business priorities, and elevate the role of marketing to be strategic, commercial and creative to drive attention that leads to action – the very reason marketing does matter to growth. Stop justifying marketing. Start architecting growth. Too often, CMOs find they’re speaking a different language to the rest of the boardroom. Creativity and commerciality clash. Growth stalls. The exact opposite of what marketing leaders — and their boardroom peers — intended when investing in marketing. There is a better way. Marketing leaders should be the architects of growth, building a marketing ecosystem that operates strategically across three dimensions: audience attention, business outcomes and growth strategy. A marketing ecosystem that shows impact, links to outcomes, and leads to recognizable revenue. Drawing on her own boardroom experience and other real-world examples, Emma Pownall shows business leaders and marketers how to build ecosystem thinking, translate marketing strategy into business priorities, and elevate the role of marketing to be strategic, commercial and creative to drive attention that leads to action – the very reason marketing does matter to growth.