GTM Engineering is Dying · NextGen Sales Systems

GTM Engineering is Dying

Clay coined the term “GTM Engineer.” I think the market just outgrew it.

GTM Engineering was the right idea at the right time. It professionalized outbound and modern GTM. It created a whole new world...a new profession.

But here’s the problem. GTM Engineering stops at "top of the funnel" outbound.

The discipline is limited to:

- Build and enrich lists

- Detect buying signals

- Send outbound sequences

- Book meetings- Update the CRM

The more critical question goes unanswered: Did this make us money?

Today, revenue remains a silent topic in GTM circles.

Worst of all, the new GTM Engineer culture has come to mock the revenue operations culture.GTM Engineers claim "RevOps" is dead, and Revenue Operators claim "GTM Engineering" is a fake discipline that will soon die.

I believe they are both wrong.

They are two core disciplines that must be merged into one role in 2026.

So, I’m introducing a new role: "Revenue Engineer."

A Revenue Engineer does far more than optimize GTM activity.

They engineer the system that ties GTM execution to cash collected.

They own:

• Signal → pipeline → revenue causality

• Canonical data models, not ad-hoc reports

• Attribution you can defend in a boardroom

• Failure analysis when revenue stalls

• End-to-end revenue systems from first send to deal won

If an action can’t be traced to revenue, it doesn’t count.

This role exists because:

• RevOps became reporting, not revenue generation.

• GTM Engineers have over-indexed on "list building" and leads, not revenue.

• Leadership still doesn’t trust what GTM activities actually drive results.

• Founders are flying blind past $5–$10M ARR

Revenue Engineering is the discipline that fixes that.

This is more than a rebrand. It’s a NEW line in the sand.

This is the direction we’re building toward at RevyOps.

This goes beyond dashboards and tools...a focus the GTM crowd is far too focused on (every wannabe LinkedIn GTM influencer's posts demonstrate this trend to no end...who possibly wants to see yet another flow chart beginning and ending with Clay?).

Instead, let's focus on what matters.

The Revenue Engineering discipline is a new ethos that calls for end-to-end Revenue systems and, more importantly, a cohesive revenue strategy from first GTM action to final closed-won deal.

Call it early.

Call it controversial.

But this shift is already happening.

The only question is who’s willing to own revenue end-to-end.

I am looking for 10 GTM Engineers who want to move beyond their saturated field of "button clickers.

"The GTM Engineers will continue to make less than an average SDR salary until they evolve.

I'll teach you the complete system: GTM + Revenue.

You'll advance to the next level and become a "Revenue Engineer."

Your evolution is waiting.

Go to this LinkedIn post and comment "Revenue.”

I'll discuss the program I have in mind and how you can take your first step.

You'll be invited to our private Revenue Engineer Slack channel and Skool Community.