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Two years ago, Clay was a relatively unknown tool. Fast forward to today – it’s overtaken many legacy players in the sales automation space. And with its rise came a new type of role: the GTM Engineer.
Think of this role as a hybrid between:
- An SDR who understands how to sell
- A RevOps specialist who knows systems and tools
- And someone who’s fluent in automation platforms like Clay, Zapier, Make.com, or n8n.
But… what do GTM engineers actually do?
At their best, GTM engineers:
- Analyze your sales process from A to Z
- Identify what can (and should) be automated
- Build intelligent, scalable workflows that don’t kill personalization
- Help merge sales and marketing into a perfect go-to-market motion
For example, a skilled GTM engineer might build a workflow that:
- Scrapes job boards for companies hiring SDRs
- Cross-references those with recent funding rounds
- Enriches data with firmographics
- Automatically launches personalized outreach based on timing and ICP
The main idea is having automated prospecting with intent and strategy baked in.
The problem? GTM engineers are rare unicorns.
The adage "if it sounds too good to be true, it probably is" holds true in this situation.
While GTM engineer might sound fancy, the truth is that 99% of folks claiming that title today aren't actually doing true GTM engineering. Most are just power users of Clay doing automated cold outreach.
True GTM engineers are rare because in ideal scenario they need to:
- Understand sales psychology
- Know how to code or work with no-code tools
- Think like a systems architect
- And still be commercially minded
Chances are, you won’t find all that in one person. And even if you do, they’ll be expensive and in high demand.
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Should you hire a GTM engineer?
Yes, you need someone who can do what a GTM engineer does, but don’t bet on finding the full package in one hire. And unless you’re an agency offering GTM services, building it in-house is even harder.
Instead, focus on what drives results. Maybe you just need someone who’s great at building signal-based lists with tools like Clay. Or better yet, a partner who already has the systems and roles figured out.
Answer these questions:
- Why do I even need a GTM engineer? What’s the purpose?
- What’s the quantifiable end goal I’m trying to achieve with one? Better conversion rates? More productive sales teams? Higher volume? Lower cost on manual work?
Wise companies know it’s better to bring in an experienced “GTM engineering team” than burn out a “unicorn” hire trying to juggle everything on their own.
And that’s exactly the core of what we stand for.
At Peakflow, we analyze your sales and marketing setup, then plug in automation, customization, and integration where it matters most.
The result? A unified GTM engine that actually delivers.
Because stacking roles on one person slows you down. Only clear, modular systems keep you moving forward.
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