Series

May 20, 2026

GTM Engineering Series #10: The GTM Engineering Audit

A GTM engineering audit should not start with the tool stack. Tools matter, but the first question is whether the revenue system has explicit behavior. Can

May 20, 2026

GTM Engineering Series #9: GTM Observability

Software teams learned that logs, metrics, traces, alerts, and dashboards are not optional once systems become complex. GTM systems have reached the same point, but most

May 20, 2026

GTM Engineering Series #8: AI and Agents Need GTM Runtime Controls

AI in GTM is moving from content assistance to runtime behavior. Agents research accounts, summarize calls, enrich records, draft outreach, recommend plays, inspect pipeline, create tasks,

May 20, 2026

GTM Engineering Series #7: Experimentation Belongs in GTM Infrastructure

Most GTM experimentation is too informal. Someone changes a sequence, tries a campaign, tests a message, adjusts scoring, adds a channel, shifts routing, or changes a

May 20, 2026

GTM Engineering Series #6: Enrichment Pipelines Need Reliability

Enrichment is often treated as a convenience. Fill missing fields. Add firmographics. Find titles. Append technologies. Refresh headcount. Pull funding. Add intent. Give the field more

May 20, 2026

GTM Engineering Series #5: The CRM Is a Product Surface

Most teams talk about CRM as a database. Reps experience it as a product. That distinction explains a lot of GTM dysfunction. If the CRM is

May 20, 2026

GTM Engineering Series #4: Routing Is Production Logic

Routing looks administrative until it fails. A hot account goes to the wrong owner. A partner-sourced lead bypasses the channel team. A strategic account gets assigned

May 20, 2026

GTM Engineering Series #3: Signals Need Contracts

Modern GTM runs on signals. Intent data, product usage, job changes, funding events, support tickets, renewal risk, competitor mentions, website visits, pricing-page activity, community engagement, customer