There's a new role emerging in B2B SaaS that doesn't fit neatly into any existing org chart. It sits at the intersection of product marketing, sales operations, and engineering — and it's becoming indispensable.
I'm talking about the GTM Engineer.
The Gap That Created the Role
Product marketing has always been a strategic discipline. We define positioning, craft messaging, build sales enablement, and orchestrate launches. But increasingly, the execution of these strategies requires technical skills that most PMMs don't have — and most engineers aren't interested in applying to marketing problems.
The result is a gap. Marketing teams generate strategy documents that require manual execution. Sales teams need intelligent tools but get static PDFs. Competitive intelligence programs produce quarterly reports instead of real-time signals.
The GTM Engineer closes this gap by combining strategic marketing thinking with the ability to actually build the systems that execute it.
What GTM Engineers Actually Do
In practice, the role involves building AI-powered workflows that automate competitive intelligence, win/loss analysis, and content production. It means designing RAG-based assistants that give sales teams instant access to the right messaging at the right time. It includes writing API integrations that connect your CMS, CRM, and analytics tools into a cohesive go-to-market infrastructure.
The common thread is turning manual, repetitive GTM processes into scalable, intelligent systems.
Why Now?
Two forces are converging. First, AI tools — particularly large language models — have made it possible for non-traditional engineers to build production-grade systems. You don't need a CS degree to build a RAG pipeline or automate a competitive monitoring workflow.
Second, the volume and velocity of go-to-market execution is outpacing what human-only teams can handle. The companies that figure out how to automate the repeatable parts of GTM while keeping humans focused on strategy and creativity will have a structural advantage.
The Skills That Matter
If you're a product marketer thinking about this path, the skills that matter most are a deep understanding of GTM strategy and buyer psychology, comfort with Python and API integrations, experience with AI/LLM tools like Claude, GPT, or similar, and the ability to think in systems rather than one-off deliverables.
You don't need to be a software engineer. You need to be a marketer who can build.
I've been operating as a GTM Engineer at Bucketlist Rewards since January 2026. If you're exploring this role for your organization, I'm happy to share what I've learned.