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This is a free, open guide by Bolaji Anifowose — PMM and GTM Engineer. Connect on LinkedIn or X.

If this helps you, share it. No email required, no paywall.

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What this guide is

This is the guide I wish existed when I was trying to figure out GTM Engineering.

Not a listicle. Not a "top 10 tools" post. A real, honest roadmap for people who want to understand what GTM Engineering actually is, whether it's for them, and how to build the skills to do it well.

I've spent years in the trenches leading marketing and growth across multiple B2B and SaaS startups, building GTM strategy and actually executing it. In March 2025, I made a full transition into GTM Engineering. The push was a foresight: watching the AI landscape evolve and seeing how AI-powered tools could complement and accelerate everything I was already doing in GTM. Same job to be done, dramatically more leverage.

So this guide isn't theory. It comes from three places.

I was part of the pioneer cohort of GTM Engineer School, taught by practitioners from Clay, Lemlist, Octave, AirOps, n8n, and Cargo, alongside some of the world's top GTM Engineers including Eric Nowoslawski and Patrick Spychalski. The day-to-day work of building real systems for real companies, where the demands of the role become clear fast because the pipeline either runs or it doesn't. And the patterns I've watched separate people who actually break into GTM Engineering from those who stall out.

A lot of "GTM Engineering" content assumes you already know what GTM means, already know what Clay does, and already have a job title that gives you permission to care about this. This guide doesn't assume any of that.

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If you haven't watched my intro to GTM Engineering live session yet, you absolutely should. It covers the fundamentals in a way that will make this guide land faster. Watch the session →

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Who this is for

This guide is built for the person who:

• Works in marketing, sales, growth, or operations and keeps hearing about GTM Engineering but doesn't know where they fit
• Is a PMM or SDR wondering whether automation is going to replace them or empower them
• Is a founder or early-stage operator who has to be the marketer, the salesperson, and the revenue system all at once
• Is a RevOps or Marketing Ops person trying to understand how this differs from what they already do
• Is just starting out in tech and wants to know what career paths actually have momentum right now

If you're a software engineer looking to get into this field, this guide will still be useful, but it's not written for you first.