AI, ABM, and Marketing Orchestration: Insights from Workato | CMO Chats by The Ortus Club

Kathleen Jaedtke, Head of Marketing EMEA Central at Workato, shares how modern B2B marketing leaders must evolve from campaign managers into business orchestrators. In this conversation with The Ortus Club, Kathleen explains how scalable pipeline growth depends on aligning sales, marketing, customer success, and regional teams around shared outcomes, while balancing global consistency with local market relevance.She explores how Workato applies the Model Context Protocol (MCP) to securely connect AI with internal systems such as Salesforce, Gong, Slack, and Zoom, enabling teams to rapidly generate contextual customer case studies and work more efficiently. Kathleen also discusses the growing importance of community-led growth, reflecting on how Workato scaled its flagship Amsterdam event from just 10 attendees to more than 210 participants by focusing on real customer use cases, technical workshops, and peer dialogue.At the centre of Kathleen’s perspective is a challenge to leaders: sustainable growth does not come from doing more, but from making better choices, cutting through operational noise, and focusing on what truly drives value. For her, the modern CMO is an orchestrator, creating clarity, alignment, and momentum across the business.🎧 Listen to the full interview and subscribe for more conversations with today’s top marketing minds!#TheOrtusClub #CMOChats #B2BMarketing#MarketingOrchestration #Workato #KnowledgeSharing