The GTM framework isn’t broken- the lead strategy is.
In this thought-provoking pod conversation, Suruchi Bhargava (CMO, Ciente) and Richard Jacobson (Chief Marketing & Communications Officer for ASEAN at IBM) dissect what it takes to keep marketing relevant and human in an AI-powered world.
From bringing agentic AI into enterprise workflows to breaking free from the MQL mindset, Richard shares how IBM is navigating the shift with purpose, precision, and people at the core.
If you’re rethinking GTM, wrestling with AI integration, or just trying to lead smarter in this new era- this conversation’s going to hit home.
Richard Jacobson, is the Chief Marketing & Communications Officer for IBM in the ASEAN region, where he leads all elements of IBM’s marketing function across Southeast Asia. With a strong foundation in strategy and data-driven marketing shaped by senior marketing roles across Asia Pacific for over 20 years, he is dedicated to bringing IBM’s mission to life—driving innovation, transformation, and progress in the region. Based in Kuala Lumpur and an alumnus of the University of Malaya, Richard blends analytical rigor with creative vision to craft impactful campaigns and build trusted relationships with stakeholders. Known for his collaborative leadership, he is a key voice in championing IBM’s role in advancing the “ASEAN Century.”