WTF is GTM Engineering? Everything You Need to Know Before Hiring One in 2025

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#271 GTM Engineering | In this episode, Dave is joined by John Short, CEO of Compound Growth Marketing, along with Cammy Keiler, Justin Johnson, and Dan Guenet. Together, they break down the rise of GTM engineering, what it is, how it differs from RevOps, and why B2B teams are investing in it.

Dave and the crew cover:

The core difference between RevOps and GTM engineering (and why the latter is more focused on building than just integrating)
Real GTM engineering use cases, from AI-powered sales tools to mid-funnel campaigns that go way beyond ebooks
How GTM engineers are driving higher revenue per employee and why this role should be one of your first five marketing hires

Whether you’re hiring or just GTM-curious, you’ll leave this episode with a clear definition of the role, real-world examples, and tactical ways GTM engineers drive impact.

Timestamps

(00:00) - – Intro
(03:52) - – Why this topic resonated with 1,200+ registrants
(06:07) - – What even is **GTM engineering?
(08:22) - – GTM engineering vs. RevOps vs. Marketing Ops
(11:37) - – How AI is driving this role forward
(14:47) - – Real examples: ABM campaigns, mid-funnel tools, sales call analysis
(19:57) - – Tools GTM engineers are using today (Clay, Unify, GPTs)
(23:22) - – Role of GTM engineering in revenue per employee
(27:37) - – How GTM engineers enable sales + reduce headcount
(32:03) - – What Dan actually does all day as a GTM engineer
(36:53) - – Custom GPTs for sales and marketing teams
(40:08) - – What MCP servers are (and why they matter)
(44:38) - – Claude, Gamma, and AI-powered content systems
(47:23) - – Why this isn’t just PLG (or ABM, or RevOps)
(51:13) - – When to hire a GTM engineer
(53:53) - – Big feelings about the role (and why they exist)
(56:03) - – Closing thoughts + what to take away

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