The GTM Technology Stack You Need Based On Company Stage
Also - The Biggest Blocker to Better Reporting
In this edition:
GTM Tech Stack By Company Stage
Podcast Episode: The New Title of GTM Engineer May Be Fake
Poll: What’s the Biggest Blocker to Better Reporting?
Exclusive For Paid Subscribers: Challenging Marketing Ops Problems I’ve Faced—And What I Learned
The Best Virtual Marketing Ops Event of The Quarter is Back! Join Us For MOPs Breakout
Adapting to Change: The Top Marketing Ops Priorities for the Future
Marketing operations professionals are at the forefront of driving efficiency, innovation, and cross-functional alignment in today’s rapidly evolving landscape. To stay ahead, MOPs leaders must focus on the right priorities—balancing innovation with operational excellence while adapting to changing technologies and strategies.
In this interactive panel discussion, moderated by Darrell Alfonso (Indeed) and Thao Ngo (Uptempo), industry experts will break down the top priorities shaping the future of marketing ops, including:
AI and automation—what’s real and what’s just hype
Go-to-market (GTM) execution—aligning marketing ops for impact
Cross-functional collaboration—bridging the gap between teams
Leadership in marketing ops—navigating change and proving business value
This session isn’t just about theory—it’s about real, actionable insights that you can take back to your team. Our expert panelists will share their firsthand experiences, best practices, and predictions for what’s ahead. The discussion will be interactive, with audience Q&A throughout to ensure a dynamic and engaging conversation.
GTM Tech Stack By Company Stage
Tech stacks look different based on company stage.
I've created this guide for you, but keep in mind:
- This is a sample guide, not instructions, and it's not comprehensive
- Many tools can be used at any of the stages
- Tools at later stages aren't necessarily better, but they are typically more expensive
- I chose the tools here to show variety, not to show which tools are best
Here is the framework:
✅ Scrappy ($1M–$9M ARR)
✅ Connected ($10M–$99M ARR)
✅ Scaled ($100M–$999M ARR)
✅ Enterprise-Grade ($1B+ ARR)
How to use this graphic:
Find where your company is today based on ARR.
Check which types of tools are commonly adopted at your stage.
Consider any tools where you have gaps - use genAI and ask for competitive tools and compare
Look ahead one stage to start planning what you'll need next.
This should help you make smarter, faster decisions about what areas to focus on — and where you can wait.
Discover Tomorrow's Martech Today
During our first-ever virtual martech spotlight event, see founders and marketers showcase their solutions, with industry experts asking the tough questions you would ask yourself.
Discover new ways to:
• Build better forms and surveys (Typeform)
• Plan, budget, and forecast better (Uptempo)
• Uncover your incremental contribution (Paramark.com)
• Optimize lead routing and scheduling (RevenueHero)
• Identify warm prospects (Common Room)
• Increase your response rates (Sendoso)
*By the way, your email will not be shared with presenters, and you won't be added to any newsletters or drip campaigns.
Podcast Episode: The New Title of GTM Engineer May Be Fake
We interviewed Moni Oloyede and talked about GTM Engineers. Here’s what we uncovered.
GTM Engineer is just a rebrand of RevOps. The name changed, the work didn’t.
Back in 2011, Moni was a “Revenue Engineer” at The Pedowitz Group. The job? Building. Coding campaigns. Integrating systems. Launching ops-heavy programs that made marketing work. It wasn’t glamorous, but it was essential.
Fast forward to today: we’ve dropped the “revenue” and added “GTM,” but it’s the same core responsibilities, just with more buzzwords.
The tools are easier now. But execution is still complex. And it still depends on people who know how to make systems talk to each other, who understand the edge cases, and who can launch something without it breaking.
Here’s the real reason behind the title shift: job consolidation. What used to be handled by 3–5 people is now listed in one job posting. And it’s wild. You’ll see:
MAP ownership
CRM integration
Data analysis
Campaign ops
Sales enablement
Revenue reporting
System architecture
It’s a full-stack team crammed into one role. And most execs still don’t realize what these people do.
That’s why titles like “GTM Engineer” are emerging. It’s a way to make ops sound important. To finally get the attention this work deserves. But let’s be honest: if you’re calling someone an engineer, they better be building something. Not just project managing in a fancy wrapper.
There is one upside: AI and LLMs have made data quality a shared responsibility. “Garbage in, garbage out” isn’t just an ops mantra anymore—now sales, marketing, and even leadership care about dedupes and clean records. Finally.
New title or not, the value of ops hasn’t changed. It’s still the backbone of GTM—and it’s about time we acted like it.
Listen to the entire podcast episode here.
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What’s the Biggest Blocker Sales and Marketing Teams Face for Better Reporting?
Top Commentary From Social
Alignment can be overcome with strong leadership, and tools don't need to be terribly sophisticated to get started on your most critical reporting, but having clean, reliable data in place is essential. - Mateusz Jakubowicz
A reporting challenge we’ve been working on and have been building a solution for is data aggregation. Being able to see the big picture and ask specific queries is the next level. - Ivelisse Arroyo
Honestly, all could fit, but without clean data, none of those matter. But also, who has 100% clean data 😅 - Samantha Nowak
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