There's been a lot of talk of the GTM engineer movement that Clay is pioneering. There is a whole ecosystem being built of consultants and modern sellers to help them integrate AI into commonly manual and ordinary tasks.

We wrote about this revolution in an article a few months back, and a big reason of why we started GTMBA was because we were fired up about this movement.

What is a GTM Engineer?

As a refresh, it's important to define what GTM engineering is, since it's a newer term. I really like the way Brendan explains it in his newsletter, The Signal:

For those who are more visual, this is a great image he uses:

It's a mix of demand gen/growth, ops, and a seller/AE. The person who can increase their total score in the aggregate in the middle will become your elite GTM professionals of the future.

Why These Skills Matter in 2025

There are so many use cases for AI + GTM, and we're halfway through the first inning on what we can do with it all.

However, there's been criticism that it's too hard to use. Too much "tinkering" and not enough action with results, that the learning curve is too steep for most sales professionals (that are too busy trying to close deals).

We keep hearing "AI won't take your job, someone who knows how to use AI will." So overused, but so true.

Any GTM professional, and especially those in closing roles, should become as AI-literate as possible in order to be a 10x seller. The market will demand these skills even more in 2025 and beyond.

As HyperGrowth Partners puts it:

Introducing: The GTM Engineering School

Thankfully, there is finally a bootcamp to help codify these learnings into one. I am super excited to be joining the GTM Engineering school, starting later this month.

Created by Jared Waxman and Matteo Tittarelli, it’s a 4 week program designed for sales, marketing, and revenue B2B SaaS operators who are looking to learn the basics of GTME with actual use cases.

To help empower those posts, I wanted to enroll in the course to help me polish up on these skills and learn from the experts who are building companies around this movement. See a snippet from the syllabus below:

The Tooling Stack I'm Most Excited About

I love the tooling they chose for this program:

• Clay: No stranger here, and the centerpiece around all of this

  • I truly believe one day, Clay is in the hands of every AE that is out there

• Octave: ICP/messaging agent to help with relevant messaging/prospecting at scale

• AirOps: AI operations platform for SEO/content orchestration

• Lemlist: Omnichannel outreach tool

• Cargo: Revenue orchestration platform

Future videos on how to use all five of these in GTM workflows to come in future articles.

How This Aligns To GTMBA & Our Look Forward

We have a focus at GTMBA of posting more of how we're actually using Clay and other GTM AI tools for action, so more to come there.

The GTM Engineer isn't just a trendy title—it represents a fundamental shift in how B2B sales and marketing will work. It combines the best parts of data science, sales, marketing, and operations into a unified approach that can deliver personalized, signal-based selling at scale.

I'm excited to share my journey through the course with all of you in the coming weeks. For those interested, use link this to get $700 off.