Solving the B2B Attribution Crisis: Insights from SOTI | CMO Chats with The Ortus Club

Jaya Joseph’s 25-year career is a masterclass in cross-functional evolution. Starting as a software engineer in India’s early-2000s tech boom, she moved through project management into high-stakes commercial leadership for global giants like Cisco and Deutsche Telekom. Today, as a Senior Director at SOTI, Jaya oversees marketing and business development across the Middle East, Africa, and Central/Eastern Europe. Her technical foundation allows her to do what many struggle with: translating complex engineering into clear, demand-generating stories. For Jaya, the modern marketer must be an integrator who connects the company’s strategic "why" with the market’s tangible "what." She emphasises that exposure to peer strategies across regions is critical in refining how she approaches fragmented global markets.🎧 Listen to the full interview and subscribe for more conversations with today's top marketing minds!#CMOChats #B2BMarketing #MarketingLeadership #AIinMarketing #CMORole #GrowthMindset