What is GTM engineering?

Also called Go-to-market engineering.

GTM engineering is the practice of building and operating a company's revenue system as technical infrastructure: the data model, enrichment, scoring, routing and automation that decide who gets sold to, when, and with what message. It treats go-to-market as a system to be engineered rather than a set of tools to be administered.

The role emerged because the work stopped being configuration. Deciding which of two hundred thousand accounts is worth a rep's time, and acting on that within minutes, is a data and systems problem that a CRM administrator's toolkit does not reach.

In practice it spans four things that are usually owned by four different products: the data model, enrichment, scoring and routing, and the actions taken automatically when a signal fires. Splitting them across tools creates the reconciliation work the role exists to remove.

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