Episode 56: GTM Engineering — The R&D Arm of RevOps

In this episode, co‑host Camela Thompson sits down with Saad Bayezeed, Head of Revenue Operations at Easygenerator, to dive head‑first into the emerging—and often misunderstood—role of the GTM Engineer. Saad, who has built one of the first GTM Engineering functions at Easygenerator and written the book GTM Engineering: The Innovation Engine for Revenue Growth, brings a unique blend of commercial depth and operational rigor. Together, they unpack what GTM Engineering is (and isn’t), how it complements core RevOps, and why experimentation is becoming the engine of revenue innovation.

Defining GTM Engineering: R&D for Go-To-Market

Saad puts it simply:

“GTM Engineering is the R&D arm for RevOps. RevOps keeps the trains running; GTM Engineering experiments with how to build faster trains.”

RevOps teams are burdened with maintaining CRM systems, managing comp plans, routing leads, aligning data, and keeping daily operations smooth—leaving little bandwidth to pilot innovation. GTM Engineers fill that gap by running rapid experiments, particularly with AI and automation. Successful pilots get handed off to RevOps for integration; failed ones generate invaluable insights.

This idea ties neatly into foundational RevOps principles—like knowing what to prioritize and avoiding wasted complexity. For a related deep dive, see Be More Strategic: The Key to Growth in RevOps—which outlines how to tie day‑to‑day work to strategic business objectives.

RevOps vs. GTM Engineering: Drawing the Line

Camela asked the million‑dollar question: How is GTM Engineering different from “RevOps done right”? Saad breaks it down—

• RevOps = Stability + Scale
  • Operates Salesforce, dashboards, routing, compensation, and model infrastructure—all while scaling GTM from $10M to $100M ARR.
• GTM Engineering = Experimentation + Innovation
  • Runs low-cost sprints, test-driving AI tools or new workflows.
  • Builds MVPs (e.g., Zapier prototypes) to test assumptions.
  • Handoffs are structured; successes scale, failures inform.

While RevOps might champion the lean, scalable tech stack, GTM Engineering is about the test, learn, and evolve mindset. On the topic of stack simplification, you might appreciate the guidance in Your 2025 RevOps Tech Stack, Simplified—outlining how to avoid tool fatigue.

When to Add a GTM Engineer

Saad doesn’t push the role on anyone—but there are tell‑tale signs it may be time to carve one out:

• Persistent GTM challenges that resist solutions within the current setup.
• A fast‑evolving tool landscape—particularly in AI—where experimentation could payoff.
• Operational bandwidth exhaustion: core GTM must stay stable and adaptive.
• A need for speed—testing ideas without risking disruption.

Camela chimed in that much of her RevOps work—like optimizing routing or refining onboarding—felt a lot like GTM Engineering before it had a name.

The Experimentation Ethos

GTM Engineering thrives on disciplined testing:

• Start with the problem—not the tool.
• Run hypothesis-based sprints; measure outcomes.
• Adopt an MVP-first approach, then scale.
• Accept that failure equals learning—and often clarifies next steps.

This mirrors RevOps’ broader value of storytelling through impact, as described in Beyond KPIs: The Art of Storytelling With Data.

Measuring Success

Because its mission differs, GTM Engineering needs different metrics:

• Experiment Velocity—number of experiments per quarter.
• Success Rate—% of pilots that produce measurable benefit.
• Experiment-Driven Revenue Lift—pipeline or win-rate lift traced to innovation.
• Problem‑Coverage—how many discrete pain points are tested against?

Camela emphasizes that experiments should tie back to pipeline health—even if volume dips, improvements in conversion or quality signal promise.

Why Now? The Market Context

AI tools, no-code platforms, and LLMs have made experimentation cheaper and faster than ever. GTM Engineering gives ops teams license—and structure—to try, measure, and iterate.

“We’re moving away from sales‑led growth toward operations‑led growth. Features can be copied; unique operational processes are the real differentiator.”

That’s an idea RevOps has been building toward—particularly in the realm of funnel optimization and automation. For operators looking to start fast and minimize friction, check out A Case for Automation: GTM Document Management.

Making It Work Internally

Launching GTM Engineering isn’t just about skills—it’s about communication:

• Define a clear charter with scope and outcomes.
• Tie to a North Star metric that aligns with company goals.
• Promote early wins to build credibility.
• Normalize failure as steps toward breakthrough.

Camela connected this to the RevOps playbook approach—roles should align with playbooks and shared expectations.

Saad’s Playbook: GTM Engineering: The Innovation Engine for Revenue Growth

Saad wrote a book to scale this concept beyond Easygenerator. What began as a two‑page charter evolved into a practical playbook—covering how to split responsibilities, define KPIs, and embed experimentation within your GTM machine.

Final Thoughts

This episode gives listeners a rigorous framing of GTM Engineering—not as a buzzword, but a functional lab for ops-led growth. GTM Engineers don’t replace RevOps—they complement it by running experiments that, when they work, elevate the entire motion. If you’re seeking to build an ops function that remains both reliable and adaptive, Saad’s framework offers a compelling blueprint.

Looking for more great content? Check out our blog, join our community and subscribe to our YouTube Channel for more insights.