Podcast Summary: "WTF is GTM Engineering? Everything You Need to Know Before Hiring One in 2025"

The Exit Five CMO Podcast hosted by Dave Gerhardt delves into the emerging role of GTM (Go-To-Market) Engineering in contemporary marketing teams. Released on August 7, 2025, this episode brings together top marketing leaders to unravel the complexities and advantages of integrating GTM Engineers into marketing strategies for the year 2025.

1. Introduction to GTM Engineering

Timestamp: 00:16 - 06:25

Dave Gerhardt kicks off the episode by highlighting the shift in B2B buying behaviors. With 70% of the B2B purchasing journey occurring before any vendor contact, the emphasis has moved towards product-centric marketing. This sets the stage for the introduction of GTM Engineering—a role designed to enhance marketing operations through advanced technology and engineering practices.

Dave Gerhardt (00:16): "Today's buyers... want to explore your product themselves... putting your product at the center of your marketing is the best approach in 2025."

2. Defining GTM Engineering

Timestamp: 08:14 - 13:44

The panelists—John, Tammy, Dan, and Justin—begin by defining GTM Engineering. They trace its evolution from traditional Marketing Operations to Revenue Operations (RevOps), and finally to GTM Engineering. The role is characterized by a blend of operations and engineering, focusing not just on maintaining existing systems but also on building and integrating new technologies to drive marketing efficiency and effectiveness.

John (06:25): "We're seeing fragmentation... requiring teams to connect systems together in order to work efficiently with the best technology out there."

Tammy (11:00): "Operations... operating inside existing systems, whereas an engineer... is usually building systems."

3. Evolution of the Role: From Marketing Ops to GTM Engineering

Timestamp: 13:00 - 16:10

Dan and Tammy elaborate on the transformation from Marketing Ops to GTM Engineering. While Marketing Ops focused on enabling teams with data and processes, GTM Engineering aims to provide a competitive edge by leveraging advanced technologies like AI and low-code automation to optimize the go-to-market strategies.

Dan (12:45): "GTM engineering is about giving us a competitive edge... above that 100% mark."

Tammy (16:10): "Now we're in the AI era where AI is universally available... making the engineering role more relevant than ever."

4. Practical Applications and Examples

Timestamp: 19:40 - 31:43

John shares concrete examples of GTM Engineering in action, such as developing ABM (Account-Based Marketing) campaigns and utilizing AI to analyze call data for intent and attribution. The discussion highlights how GTM Engineers create interactive, self-guided product experiences and leverage large volumes of unstructured data to inform marketing strategies.

John (19:40): "We've built ABM campaigns with Incident... analyzing call data to understand intent."

Justin (26:14): "Building a library of custom GPTs... enables our sales team to access tailored information."

5. The Impact of AI and Advanced Tools

Timestamp: 31:43 - 44:09

The conversation pivots to the role of AI and advanced tools in GTM Engineering. Tammy provides a historical perspective, indicating that just as big data and machine learning reshaped marketing, AI is now democratizing access to sophisticated tools, allowing marketers to build scalable and efficient go-to-market systems without the need for extensive engineering resources.

Tammy (31:43): "We're in the AI era... software is becoming incredibly easy to adopt, focusing on outcomes rather than complex workflows."

Dan and Justin discuss the implementation of tools like ChatGPT, Claude, and MCP (Model Context Protocol) Servers to automate and enhance marketing operations.

Dan (42:14): "MCP servers create instructions for LLMs to interact with tools and pull data with context."

Justin (46:10): "Connecting tools like Claude and Gamma allows for seamless content creation and faster idea testing."

6. Benefits and Organizational Efficiency

Timestamp: 35:04 - 38:09

The panel emphasizes how GTM Engineering contributes to organizational efficiency and revenue per employee. By automating workflows, integrating systems, and enabling faster data-driven decision-making, GTM Engineers help reduce headcount needs and enhance the productivity of existing team members.

Tammy (35:04): "GTM Engineering drives efficiency by managing data flows and enabling higher velocity in revenue levers."

Dave Gerhardt (37:20): "Instead of having multiple people, you have one GTM Engineer... supported by AI and tools."

7. Addressing Common Misconceptions and Comparing to PLG

Timestamp: 30:00 - 35:27

The discussion addresses whether GTM Engineering is merely a rebranding of existing roles like RevOps or if it introduces novel functions. John clarifies that while there are overlaps, GTM Engineering distinctively focuses on creating mid-funnel tools and leveraging AI to enhance customer interactions and engagement, which goes beyond traditional PLG (Product-Led Growth) strategies.

John (30:19): "Mid Intent funnel is not meant to be PLG. It expands opportunities to engage with customers before they are ready to buy."

Dave Gerhardt (31:43): "Using GTM Engineering to create interactive and engaging marketing content... more than standard content playbook."

8. Tools and Technologies Utilized by GTM Engineers

Timestamp: 44:09 - 51:27

The panel shares specific tools and technologies that GTM Engineers utilize to perform their roles effectively. These include AI platforms like ChatGPT and Claude, CRM integrations with HubSpot, tools for creating custom GPTs, and advanced analytics platforms.

John (51:11): "Tools like Air Ops, Jasper, ChatGPT, Claude, Relume IO are pivotal for GTM Engineering."

Dan (40:11): "Custom GPTs allow for reusable tasks, automating feedback on emails, and more."

9. Hiring GTM Engineers: When and How

Timestamp: 51:27 - 58:10

John recommends hiring GTM Engineers early in the marketing team's growth, ideally within the first five hires. The rationale is to establish a strong, scalable marketing infrastructure that can efficiently leverage AI and other advanced tools from the outset.

John (56:07): "One of the first three to five roles I'd bring on is a systems thinker who can scale the use of AI in marketing."

Dave further discusses the practical aspects of hiring, emphasizing the importance of identifying candidates who can navigate and integrate various tools to enhance marketing operations.

10. Addressing Audience Questions and Final Thoughts

Timestamp: 58:10 - 57:38

The episode concludes with a Q&A session where Dave and the panelists address audience inquiries about the practical implementation of GTM Engineering, including the use of MCP servers and the future of marketing operations. The discussion underscores the transformative potential of GTM Engineering in creating more efficient, data-driven, and scalable marketing strategies.

Dan (45:28): "Agents are going to become a lot more powerful as MCPs become more prevalent, enabling marketers to automate campaigns efficiently."

Dave Gerhardt (57:17): "We're here for a reason... to understand what GTM engineering is and how it can benefit your marketing team."

11. Conclusion and Community Engagement

Timestamp: 57:38 - End

Dave wraps up the episode by encouraging listeners to join the Exit Five community for ongoing discussions and support in implementing GTM Engineering within their organizations. He emphasizes the value of peer insights and collaborative growth in navigating the evolving marketing landscape.

Dave Gerhardt (57:19): "Join our private community at exitfive.com to connect with fellow marketers and grow your B2B marketing career."

Key Takeaways

• GTM Engineering is an evolved role from Marketing Ops and RevOps, focusing on leveraging engineering and AI to optimize go-to-market strategies.
• AI and Advanced Tools play a crucial role in enabling GTM Engineers to build scalable, efficient, and interactive marketing systems.
• Hiring Early: Integrating GTM Engineers early in the marketing team can drive significant organizational efficiency and revenue growth.
• Practical Applications: Examples include custom ABM campaigns, Persona GPTs, and the use of MCP servers to enhance data-driven marketing initiatives.
• Community Support: Engaging with communities like Exit Five can provide valuable insights and support in implementing GTM Engineering.

Notable Quotes

• Dave Gerhardt (00:16): "70% of the B2B buying journey today is done before someone even contacts a vendor."
• John (19:40): "We've built ABM campaigns with Incident... analyzing call data to understand intent."
• Tammy (35:04): "Revenue per employee is absolutely something that go-to-market and within that should be either contributing to if not directly attributing to."
• Dan (42:14): "Custom GPTs allow for reusable tasks, automating feedback on emails, and more."
• John (56:07): "One of the first three to five roles I'd bring on is a systems thinker who can scale the use of AI in marketing."

Tools Mentioned

• AI Platforms: ChatGPT, Claude
• CRM Integrations: HubSpot
• Custom GPT Tools: Custom GPTs for marketing tasks
• Analytics: Ahrefs, Gong, Chorus, Fathom
• Automation Tools: Zapier, Air Ops
• Data Management: Relume IO, Snake Triggerfi, Common Room

Conclusion

The episode provides a comprehensive exploration of GTM Engineering, emphasizing its significance in modern marketing teams. By integrating advanced tools and AI-driven strategies, GTM Engineers enable marketers to create more dynamic, efficient, and impactful campaigns. For marketers looking to stay ahead in the rapidly evolving landscape, understanding and adopting GTM Engineering principles is becoming increasingly essential.

For more insights and to join the conversation, visit Exit Five.