Short YouTube video (Matteo Tittarelli) reflecting on the evolution of Go To Market Engineering. Speaker argues that signal-based outbound marketing existed historically (example: 1960s insurance agent who targeted new homeowners) and that the primary change today is vastly greater access to data and tools allowing signal-based approaches to be scaled and orchestrated across industries.
So do you remember life before Go To Market Engineering? What was it like back then and what's, what's been the biggest differences since? Well, I remember it, but it's a hazy memory. I think some people are tempted to say that before Go To Market Engineering became kind of prolific, that there wasn't really signal based outbound and things like that. But I don't totally think that's true. I think it's mostly that we have just so much more access to data and the tools that can access that data. And my dad actually asked me recently what Go To Market Engineering was. I'm hiring for a Go To Market engineer right now. He's like, what the hell is that? And so we were, we were talking about it and he told me an interesting story about how when his, when my grandfather in the 60s, he was a, an insurance salesperson and what he would do every week is he would go buy a listing of all the people that just bought new homes and he'd go drop insurance pamphlets into the their mailboxes. And the reason he would do that is because he found that people that buy a home all of a sudden are like, I need insurance because what if something happens to me? Like how, how's my family going to pay this mortgage and stuff, right? And it was genius, but it was all signal based, right? So it was the same exact stuff that we're doing now. It's just now we're using tools to do it at scale and do it in a, in a real like smart orchestrated fashion right across many industries.
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