Emma Acton (VP Marketing EMEA at Zendesk) on leadership lessons, collaboration, and success

Virtually Anything Goes - a Made To See Podcast

In this episode, host Lev Cribb sits down with Emma Acton, VP of Marketing EMEA at Zendesk, to explore her career journey, leadership lessons, and what it takes to thrive as a modern marketing leader. Emma shares candid insights from her early days in sales, how that experience shaped her perspective on the vital partnership between sales and marketing, and why alignment across teams has never been more critical.
She takes us behind the scenes of marketing’s evolution from the days before websites and mobile phones to today’s complex martech stacks and sophisticated demand-generation engines. With authenticity and clarity, Emma explains how marketing has grown into a driving force for business growth, customer engagement, and sustainable revenue.
You will also hear Emma’s reflections on leadership challenges, including being underestimated and the importance of knowing your numbers. She offers practical advice for marketers navigating high-pressure environments: understanding performance data, demonstrating value, and building strong relationships with sales counterparts. Her message is clear: credibility comes from insight, accountability, and measurable results.
The conversation also turns personal, as Emma discusses the often-misunderstood concept of “imposter syndrome.” Rather than viewing self-doubt as a weakness, she reframes it as a natural, even useful, tool for growth. By breaking challenges down into achievable steps, seeking validation, and remaining open to input from mentors and colleagues, Emma shows how leaders can use moments of uncertainty to sharpen focus and fuel innovation.
Whether you’re a marketing professional looking for career inspiration, a business leader navigating the complexities of team alignment, or simply interested in authentic leadership stories, this episode delivers valuable takeaways. Emma’s journey is a powerful reminder that resilience, curiosity, and a willingness to learn are the foundations of long-term success.
This episode is part of our Leadership Stories Series, where we speak to leaders from a variety of different backgrounds, including AI, Strategy, Marketing, Executive Coaching, Healthcare and others! Subscribe and check out our other episodes on Youtube at @madetoseemedia
Connect with Emma Acton on Linkedin (https://www.linkedin.com/in/emmaacton/)
Connect with Lev Cribb on Linkedin (https://www.linkedin.com/in/levcribb/)
For more information, content, and podcast episodes go to our Youtube Channel @madetoseemedia or https://www.madetosee.com

챕터

1. Host Intro & Episode Setup (00:00:00)

2. Emma’s Background & Career Snapshot (00:01:32)

3. First Leadership Lesson: Delegation at Guides (00:02:10)

4. Early Career in Sales & Channel Work (00:05:24)

5. Dot‑Com Bust and Choosing Consultancy (00:06:14)

6. Feeling Out of Depth: Technical Sales (00:08:16)

7. Coping Mechanisms: Validation and Structure (00:10:23)

8. Sales–Marketing Alignment Then and Now (00:12:07)

9. Martech Complexity and Evolving Marketing Orgs (00:14:01)

10. First Marketing Director Role & Sponsorship (00:16:24)

11. Data, KPIs, and Proving Marketing Value (00:18:15)

12. Advocacy, Mentorship, and Being Approachable (00:20:31)

13. Influential Mentors and Calm Leadership (00:22:05)

14. Rethinking Imposter Syndrome as Self‑Doubt (00:23:26)

15. Tools to Tackle Self‑Doubt (00:25:21)

16. Failure as Practice Tries (00:27:19)

17. Defining Leadership: Vision, Empathy, Integrity (00:29:16)

18. Setting Vision and Securing Agreement (00:31:22)

19. The “Small Decision” That Snowballed: Host (00:33:02)

20. Emma’s Small Decision and Tech Breakthrough (00:35:18)

21. Closing Reflections & Listener Invitation (00:37:06)