My thoughts from a recent piece called Sexy Titles, Unsexy Work:
"Sexy title, right? It sounds like digital soldiers parachuting into hostile corporate territories (behind customer lines!), armed with laptops and Stanley Tumblers. The reality is more familiar.
While the title is new and trendy, the job itself is an evolution of older roles: just with a sharper focus on rapid, customer-driven innovation and feedback
The GTME is, for all intents and purposes, the old solutions engineer/technical consultant in a fresh uniform. The tasks haven't changed: embed with clients, fix their broken systems, keep contracts alive through hand-holding. Same fundamental work, different wrapper. What changed was the story.
Give a role a new acronym, sprinkle in AI, and suddenly it feels scarce enough for every hiring manager's deck.
That's branding at work: turning the mundane into the magnificent through pure narrative perception."
Thanks for including some detail on tools and process. We've been trying to hire a GTM engineer. Talking to candidates you get a lot of vague, hand waiving ideas but few concrete examples of what tools to use, how to configure them, and how to hook them all together.
Now, more than ever, it is possible to know every company in your target market segment, the humans in those companies who could champion a project for you, and idea of where they stand in the buying journey.
Unfortunately, we are still stuck with email, phone, and conferences as the only channel for engaging them. Those channels have low yields, and aren't likely to get any better (except for maybe live events which seem to be making a comeback).
My thoughts from a recent piece called Sexy Titles, Unsexy Work:
"Sexy title, right? It sounds like digital soldiers parachuting into hostile corporate territories (behind customer lines!), armed with laptops and Stanley Tumblers. The reality is more familiar.
While the title is new and trendy, the job itself is an evolution of older roles: just with a sharper focus on rapid, customer-driven innovation and feedback
The GTME is, for all intents and purposes, the old solutions engineer/technical consultant in a fresh uniform. The tasks haven't changed: embed with clients, fix their broken systems, keep contracts alive through hand-holding. Same fundamental work, different wrapper. What changed was the story.
Give a role a new acronym, sprinkle in AI, and suddenly it feels scarce enough for every hiring manager's deck.
That's branding at work: turning the mundane into the magnificent through pure narrative perception."
Read on: https://www.whitenoise.email/p/sexy-titles-unsexy-work
Great article, @Ben Lang!
It’s stuff like this that make me love this Substack and the Slack community that goes with it.
Thanks for including some detail on tools and process. We've been trying to hire a GTM engineer. Talking to candidates you get a lot of vague, hand waiving ideas but few concrete examples of what tools to use, how to configure them, and how to hook them all together.
Now, more than ever, it is possible to know every company in your target market segment, the humans in those companies who could champion a project for you, and idea of where they stand in the buying journey.
Unfortunately, we are still stuck with email, phone, and conferences as the only channel for engaging them. Those channels have low yields, and aren't likely to get any better (except for maybe live events which seem to be making a comeback).
Very useful article, thanks @Ben Lang