Roadmap

Learn GTM Engineering

6 phases and 11 skills, from strong engineer to GTM Engineer. Each phase ends with a project that proves the skill. Click any skill for the full guide.

The roadmap

1. 1

   GTM foundations & technical baseline

   3–4 weeks · shorten if you already code or work in sales

   Understand how B2B companies find, win and keep customers, and get comfortable with APIs, JSON and SQL.

   ICP & market mappingPractical coding & SQL for GTM

   You're ready to move on when

   • You can explain the funnel from target account to closed deal, and who owns each stage.
   • You can call a REST API with pagination and a rate limit, and parse the JSON it returns.
   • You can write SQL with joins, GROUP BY and a window function on CRM-shaped data.
   • You can turn a vague ICP into filters a data provider can run, and count the result.

   Proof-of-skill project

   ICP from deal data

   Take a public or synthetic set of won and lost deals. Use SQL to find the patterns, write an ICP with fit criteria, personas and exclusions, size each segment bottom-up, and publish a one-page summary with your queries.

2. 2

   Data, enrichment & signals

   5–6 weeks

   Build lists that are accurate and affordable, and add timing with signals.

   Data sourcing & enrichment waterfallsSignal-based prospectingICP & market mapping

   You're ready to move on when

   • You can build a waterfall and report hit rate, accuracy and cost per verified email per provider.
   • You handle catch-all domains and verification deliberately.
   • You've designed fit and intent scores separately, with time decay on intent.
   • Every signal you build has a defined play, owner and suppression rule.

   Proof-of-skill project

   Signal-triggered account list

   For a real product category, pick three signals from a won-deal timeline, build a table that detects them for 500 target accounts, enrich two personas with a waterfall, score fit and intent, and record a 5-minute walkthrough with your costs and accuracy checks.

3. 3

   Outbound engine: infrastructure & copy

   4–5 weeks

   Send messages that land in the inbox and get replies, at a volume you planned on purpose.

   Outbound infrastructure & deliverabilityCopywriting & personalisation at scale

   You're ready to move on when

   • You can set up and verify SPF, DKIM and DMARC on secondary domains.
   • You can work back from a meeting target to inboxes, domains and a warmup timeline.
   • You write short, specific sequences where each follow-up adds something new.
   • Your AI-written lines pass a written quality check on a random sample before sending.

   Proof-of-skill project

   Small live campaign

   With permission, run a small outbound campaign for a real person or project you're helping (a friend's startup, a nonprofit, or your own offer). Set up the infrastructure correctly, send a few hundred emails, and report deliverability, positive reply rate and what you'd change.

4. 4

   CRM, RevOps & automation

   4–6 weeks

   Connect the stack so data flows on its own, stays clean and fails loudly.

   CRM & RevOps dataWorkflow automation, APIs & webhooksPractical coding & SQL for GTM

   You're ready to move on when

   • You've written a field-ownership table and built a sync that doesn't overwrite good data.
   • Your inbound routing handles existing customers, open deals and missing territories.
   • Your automations are idempotent: replaying a webhook doesn't create duplicates.
   • Each workflow has an error branch, an alert and a one-page runbook.

   Proof-of-skill project

   Inbound speed-to-lead system

   In a free CRM sandbox, build: form submission → enrichment → account match → routing → CRM record → Slack alert with context. Include dedup, retries, an error queue and a dashboard showing time from form fill to first touch.

5. 5

   AI agents & measurement

   4–6 weeks

   Use AI for research and scoring with measured accuracy and cost, and prove impact with honest numbers.

   AI agents for GTMMeasurement & experimentationData sourcing & enrichment waterfalls

   You're ready to move on when

   • Your research steps return structured answers with evidence and an unknown option.
   • You measure AI accuracy against hand-labelled samples and know your cost per row.
   • You can size an A/B test before running it and explain why small tests mislead.
   • You report cost per meeting and pipeline per play with a written attribution rule.

   Proof-of-skill project

   AI account-research agent with an eval

   Build a pipeline that researches 300 accounts on three questions that matter to a seller, label 50 by hand, report accuracy and cost per account, then draft a reply classifier and a weekly results report from sample campaign data.

6. 6

   Portfolio & interview readiness

   2–4 weeks · repeat as needed

   Package your work as proof, and practise the take-homes, live builds and case questions GTM teams use.

   Working with sales & marketingMeasurement & experimentationICP & market mapping

   You're ready to move on when

   • You have three portfolio pieces, each with a short video walkthrough and real numbers.
   • You can design a GTM motion end to end in 45 minutes using the answer framework.
   • You've done a timed take-home and a live build with someone reviewing your work.
   • You have 6–8 stories with numbers covering ambiguity, conflict with sales, a failure and a win.

   Proof-of-skill project

   Outbound plan for a real company

   Pick a company you'd like to work for. Without contacting their prospects, design their outbound motion: ICP, signals, data plan, infrastructure, sample copy, CRM flow, AI steps and how you'd measure it. Present it as a 10-minute video and a one-page doc. This doubles as your application.