Post-product-market-fit companies benefit most from GTM engineers, who run rapid hypothesis-driven experiments to test buyer signals. GTM engineering works best coordinated with outbound campaigns and remarketing, and doesn't replace marketing spend—it makes it more effective.
which kind of companies do you think benefit the most from having a GTM engineering on and which actually are the ones that probably shouldn't, you know, like touching it?
I think I kind of mentioned it before. I think like companies with that are post product market fit are probably going to benefit the most. And the reason being is that I think there is two schools of GTM engineering, right? There is like, kind of like you're creating signal, which is like you're in clay, you're trying to figure out like, hey, like, let's do deep research on these companies and figure out like what why, like what are some compelling things that they're doing? They're hiring people, they're doing all these things and so on and so forth. But when you are post product market fit, you kind of know why people are buying, like, or at least you have some ideas. And so your experimentation is just much faster, you know, because yes, you're still going to go and create signal and try to figure out, hey, like if I'm selling into legal companies, maybe like every time they update their privacy policy or something on their— just like random, right? Like every time they update a page on their website, like I can infer that they're now doing X, Y, Z. So that's amazing. And you can run a lot of hypotheses and I think GTM engineers can really help, you know, like there, but there's nothing like a company with product market fit and every existing team and existing customers where you're just going to have a 10x impact. And I also think that good market engineers is just like not something you do in isolation. So for me, it's like, yes, you can do outbound, you can do outbound at scale, but like if you were doing outbound and at the same time, the audience you're targeting is also receiving your CEO's thought leadership posts as ads and so on and so forth. Everything just works better. So like, I think the other thing is good remarketing. Having a GTM engineer doesn't mean that you can drive your budget to zero, you know, not at all. If anything.
Roll Claude out from one laptop to the whole GTM org | Sam Gong & Zach Vidibor
