Some error occured while loading the Quick View. Please close the Quick View and try reloading the page.
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 CEOs - intended.
There is a better way. Marketing leaders should be the architects of growth, operating strategically across three critical dimensions: resonating with the audience, translating boardroom priorities, and driving growth ambitions. More impact. More outcomes.
For a decade, Emma Pownall was the only marketer in a high-performing tech company boardroom surrounded by leaders who didn’t understand marketing’s complexity or trust its value. Drawing on real-world examples of translating strategy into business language to secure investment, she shows marketing leaders - and their CEOs - how to elevate marketing’s strategic role, justify budgets and architect growth.
Emma Pownall is a strategy and marketing leader with 20 years of inhouse experience driving organic revenue growth and customer lifetime value.
For a decade, she was the only marketer in a high-performing tech boardroom, alongside leaders who didn’t understand marketing’s complexity or evolving role. With a background in engineering, Emma blends analytical and creative thinking to connect buyer needs with commercial outcomes. She champions human-first, AI-enabled approaches that preserve connection and cut through AI ‘marketing’ noise while translating strategy into business language.
Having elevated marketing from misunderstood to essential, Emma founded the Marketers Like Me community. Through her Make Marketing Matter newsletter, podcast and mentoring, she equips marketers with the frameworks and mindset to unlock marketing’s value to growth.
Emma’s leadership and innovation have been recognized through awards: Hubspot’s EMEA Impact Award (2025), Advocacy Academy’s AI Innovator finalist (2025), CRN’s Women in Channel A-List (2019), and Coaching Culture’s Authentic Leader (2022).
Table of Contents
Foreword
Introduction: The need to make marketing matter
PART 1: The Blueprint to Growth
Chapter 1: The Growth Architect
Chapter 2: The three dimensions of growth
Chapter 3: The framework of growth architecture
PART 2: The Principles of Growth Architecture
Chapter 4: Principle 1 - Design in 3D
Chapter 5: Principle 2 - Stand Out
Chapter 6: Principle 3 - Shape for Humans
Chapter 7: Principle 4 - Embed the Blueprint
Chapter 8: Principle 5 - Build a Destination
PART 3: From Interior Designer to Architect
Chapter 9: Mastering the principles
Chapter 10: Blending the principles
Chapter 11: The architect’s way
Chapter 12: Executing growth architecture
Conclusion: Making Marketing Matter
Afterword