1. What is GTM engineering?
GTM engineering is the discipline of designing the workflows, artefacts and data structures that turn scattered launch tasks into a reusable machine. It borrows from product thinking and dev-ops more than from classic marketing.
2. The core components
- Canonical narrative – a single source of truth for the story.
- Asset library – modular decks, one-pagers, pages and emails.
- Channel templates – pre-defined patterns for email, social, paid, partner.
- Measurement plan – the events and views needed before launch.
3. From checklist to system
Instead of a Notion doc that says “create deck”, “write blog”, “send email”, you design the dependencies and reuse:
- The deck, page and email pull from the same short narrative doc.
- Every launch has the same three funnel metrics, so dashboards don’t change.
- Learnings are logged in a structured way and feed the next sprint.
4. Where AI helps orchestrate motion
Models can help generate first-pass copy for variants, summarise feedback across channels, and highlight which message-audience pairs are working. But GTM engineering still requires someone who understands product constraints, revenue targets, and capacity.
If you treat launches as systems, you get faster learning cycles and a GTM function that compounds instead of resetting every quarter.