How to Build Scalable Go-To-Market Growth Engines for Digital Products
Learn GTM Engineering: the intersection of marketing, product, and RevOps. Discover the automation frameworks and intent signals used by the world’s fastest-growing SaaS companies.
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About Course
Most marketing and product teams are stuck in 2015, relying on manual processes and disconnected tools that simply don’t scale. In today’s landscape, the companies winning the market are those treating Go-To-Market (GTM) like an engineering problem.
This course, adapted from our high-impact live workshop, transitions you from traditional marketing tactics to building a high-performance GTM engine. Led by industry expert Bolaji Anifowose, you will explore the intersection of marketing, product, and revenue operations to drive predictable growth.
🚀 Why GTM Engineering Matters Now
The gap between “doing marketing” and “driving revenue” is widening. GTM Engineering is the discipline of building systems, automating workflows, and using real-time data to ensure your product reaches the right audience at the exact moment they are ready to buy.
Whether you are a Product Marketer, Growth Professional, or RevOps Lead, mastering these systems is no longer optional it’s your competitive advantage.
Course Outline
01. Introduction to GTM Engineering
- The Shift: Why traditional GTM is failing in a saturated B2B market.
- Core Philosophy: Treating “Go-to-Market” as a repeatable engineering problem rather than a series of creative bets.
- The Goal: Moving from manual “random acts of marketing” to a predictable revenue engine.
02. The Fundamentals: Getting Started
- Defining the Engine: The anatomy of a modern GTM system.
- Data-First Approach: Establishing a “Single Source of Truth” (SSOT) before building.
- The Lifecycle: Mapping the customer journey from anonymous signal to closed-won revenue.
03. The GTM Engineering Skillset
- The Hybrid Profile: Understanding the intersection of Data Science, Product Marketing, and Sales Ops.
- Technical Literacy: SQL basics, API fundamentals, and data orchestration.
- Strategic Thinking: Developing the ability to see bottlenecks in a funnel as “bugs” in the system.
04. Organizational Design: Where GTM Engineering Sits
- Cross-Functional Alignment: How GTM Engineering acts as the “glue” between Marketing, Product, and Sales.
- The RevOps Connection: Differentiating GTM Engineering from traditional Revenue Operations.
- Building the Team: When to hire your first GTM Engineer vs. upskilling current growth leads.
05. The GTM Engineering Stack (Tools & Infrastructure)
- The Modern Data Stack: Introduction to CDPs (Customer Data Platforms) and Warehouse-native tools.
- Intent Data Providers: Leveraging signals (e.g., 6sense, Clearbit, Apollo) for precision targeting.
- Orchestration Layers: Using tools like Zapier, Make, or Tray.io to sync data across the siloed “Franken-stack.”
06. Strategic Implementation: How to Get Started
- Auditing the Current State: Identifying manual “leaks” in your current pipeline.
- The Crawl-Walk-Run Framework: How to pilot a GTM engineering project without breaking existing sales cycles.
- KPI Definition: Setting benchmarks for system efficiency and pipeline velocity.
07. Practical: Let’s Build a Workflow
- Capturing intent signal.
- Enriching the data automatically.
- Triggering a personalized workflow.
- Enrolling the lead in a tailored outbound sequence.
08. GTM Engineering Q&A
- Real-World Troubleshooting: Addressing common hurdles in data hygiene and tool adoption.
- Final Review: Key takeaways and implementation checklists.
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