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APAC Whitepaper

How AI is Transforming GTM Operations at APAC Organisations

Today, 78% of Australian GTM teams are already using AI, which has the potential to drive unprecedented growth according to 67% of SMB leaders. Scott Brinker, HubSpot's VP Platform Ecosystem, and Stephen Scheeler, former CEO of Facebook ANZ and now CEO of Omniscient Neurotechnology, provide insights on how APAC business leaders can prepare for an AI-powered future, covering AI strategic frameworks, key risks to be aware of and AI tools to consider for your tech stack.

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APAC AI Whitepaper Cover Image

Preparing For An AI-powered Future

AI solutions for every business challenge are taking off and leaders across industries are talking about how AI could impact their lives and their businesses - what will happen if they adapt too slowly? And how can this tech help them connect better with their customer communities? To help business leaders in APAC prepare for an AI-powered future, HubSpot hosted two events with Scott Brinker and Stephen Scheeler. In this publication, we’ll explore some of the key learnings from these events, along with the most recent AI research from the APAC region covering:

✅ How companies are strategically implementing AI tools across go-to-market (GTM) teams

✅ The main challenges, pitfalls, and risks associated with AI

✅ Ways AI tools will help future-proof GTM jobs

✅ Key AI tools in the business tech stack

Sneak Peek Inside The Report

AI Robot for the impact of AI on APAC GTM operations

The impact of AI on GTM operations

APAC businesses are using AI to reimagine business processes, products, and business models, and improve productivity. Marketers are saving 2.5 hours a day on average, and sales reps are saving 2 hours a day on average with AI tools. By reducing manual tasks and making it easier to access data and adjust strategies, they’re able to be more efficient, improve the customer experience, and save costs.
Question mark on risks of AI for APAC businesses

Challenges, pitfalls and risks of AI

While agility is important, don't go to far, too fast especially when it comes to your customers. Your customers' trust is the most important thing to have. There are data privacy, ethical risks and SEO considerations as well as policies and governance needed. Download the whitepaper to get an AI policy template to use as a starting point.

APAC businesses AI framework for Success

Get a Framework for Success with AI

Scott Brinker shares a framework for how organisations can think about bringing on Generative AI tools.  Starting with the use case, you'll need to determine if it's a pilot or something you're scaling. Do you have legal, compliance and governance in place? What about training and enablement programs for employees to success and the KPIs to measure success?

Your AI Experts

  • Scott Brinker

    VP Platform Ecosystem

    HubSpot

    Scott Brinker has been analysing marketing technology and its impact on businesses for more than a decade. He is Hubspot’s VP Platform Ecosystem and is also the editor at chiefmartec.com and has even written a best selling book called Hacking Marketing. He loves to share his enthusiasm for the acceleration of tech and business innovation with audiences all over the world including ways to harness generative AI and practically implement this using an integrated tech stack. In fact Scott has spoken at over 100 events including Google, Adobe and Dell. He graduated from Columbia University with a BS in computer science and has a Masters Degree in computer science from Harvard University.

  • Stephen Scheeler

    CEO Omniscient

    Former Facebook CEO for ANZ

    Stephen is CEO of revolutionary artificial intelligence start up, Omniscient – the world leader in using AI to decode the human brain. It’s backed by some of Australia’s most iconic business names – including Gina Rinehart, Gretel Packer and Will Vicars. In 2022 Omniscient won the coveted South-by-Southwest (SXSW) Innovation Award for AI and Machine Learning.

    Stephen is also the founder of global advisory The Digital CEO, and Executive-in-Residence at the Asia-Pacific’s leading business school, the Australian Graduate School of Management. He is a media commentator on digital disruption, culture, leadership, technology and AI for The Wall Street Journal, Forbes, ABC, The Financial Review and many more coveted publications.

    He is the former Facebook CEO for ANZ, where he helped guide Facebook’s unprecedented rise from quirky Silicon Valley start-up to media and technology titan. His tenure saw the Australia and New Zealand business – including Instagram, Messenger, WhatsApp and Oculus grow to become one of the most successful Facebook markets in the world.

    He has spoken to or advised Qantas, Commonwealth Bank, Lion, Google, Workday, McKinsey, Toyota, BUPA, Seek and the Australian Government.

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