Future-Proofing Marketing with Curiosity and AI Discipline: Insights from Zendesk | CMO Chats with The Ortus Club

Emma Acton, VP of Marketing EMEA at Zendesk, shares how an accidental move from sales into marketing shaped her into a cross-functional leader navigating one of SaaS’s most dynamic regions. From building strategy across complex markets to leading with curiosity, she explains why modern marketing is no longer just about demand generation, but about connecting strategy, storytelling, and execution.In this episode, Emma unpacks the risks of AI “shiny object syndrome,” the shift from volume to authority in search, and why the best marketing leaders act like alchemists, turning raw demand into strategic growth. She also explores how curiosity and cross-functional thinking are becoming essential skills in an AI-driven world.🎧 Listen now for insights on AI, leadership, and the evolving role of marketing.#CMOChats #B2BMarketing #MarketingLeadership #AIinMarketing #GrowthMindset