GTM Engineer: The Hottest Job in B2B Right Now (And Why It Pays £200k+)

Three months ago, I'd never heard of a "GTM Engineer." Now I see job postings everywhere, salaries that make senior marketers weep, and LinkedIn influencers claiming it's the future of B2B.

Here's what caught my attention: these aren't inflated VP-level packages. These are entry-to-mid level roles paying more than most marketing directors.

Something fundamental has shifted in how we think about go-to-market strategy. And if you're running revenue operations, building content systems, or managing outbound campaigns, you need to understand what's happening.

The Salary Numbers That Stopped People Scrolling

Let's start with the data that made everyone pay attention.

OpenAI is paying £206k-£228k for GTM Engineers. Not senior roles. Not VP positions. Mid-level execution roles.

Vercel's GTM Engineer roles go up to £310k. For context, that's more than most CMOs at Series B companies.

Decagon is offering £235k for similar positions. Again, these aren't C-suite packages. These are individual contributor roles with 3-5 years of experience.

The salary explosion isn't just Silicon Valley madness. Companies like Notion, Linear, and dozens of fast-growing B2B startups are creating these roles and paying premium rates.

But here's what's interesting: when you read the job descriptions, they sound remarkably familiar.

Build automated workflows. Manage data pipelines. Optimise conversion funnels. Connect marketing tools to sales systems. Create attribution models.

If you've worked in Marketing Operations or Revenue Operations, you've done this work. So why the sudden rebrand and salary bump?

This Role Looks Suspiciously Familiar

Here's my slightly contrarian take: GTM Engineer looks a lot like Marketing Operations with sharper positioning.

MarOps was always the quiet backbone of every serious revenue team. They wired up Salesforce integrations. Built complex workflows in HubSpot. Cleaned messy data. Managed multi-touch attribution models. Created the infrastructure that made everything else possible.

No spotlight. No glory. Just pure leverage.

Marketing Operations professionals have been building the technical foundation of B2B growth for years. They understood APIs before most marketers knew what they were. They built Zapier workflows when everyone else was still doing manual data entry.

The best MarOps people I know are part analyst, part engineer, part strategist. They think in systems. They automate everything. They make the entire revenue team more effective.

Sound familiar?

Now add "Engineer" and "AI" to the title and suddenly it's the most exciting hire in B2B. The underlying skills haven't changed dramatically, but the market perception has shifted completely.

This isn't criticism—it's smart positioning. Marketing Operations never got the recognition or compensation it deserved. If rebranding as GTM Engineer fixes that, brilliant.

But let's be honest about what's actually new versus what's clever repositioning.

What Has Actually Changed

While the core skills overlap significantly with Marketing Operations, something fundamental has shifted in the B2B landscape.

Speed-to-deployment has collapsed. Building is faster than ever.

You can spin up a landing page in minutes with Framer. Launch email sequences in Loops within hours. Build complex data workflows in Clay before lunch. Deploy AI-powered content engines like Ghost in an afternoon.

The technical barriers that used to slow down go-to-market execution have largely disappeared.

But here's the problem: everyone can build fast now. The competitive advantage isn't in individual tools or tactics anymore.

The bottleneck is no longer execution—it's orchestration.

Someone needs to connect data sources, AI prompts, automation workflows, content systems, and feedback loops into a coherent revenue machine. Without that person, you just get expensive noise.

This is where the GTM Engineer role becomes genuinely valuable, not just rebranded MarOps.

Traditional Marketing Operations focused on managing existing systems efficiently. GTM Engineers are building entirely new systems from scratch, often using AI and automation tools that didn't exist two years ago.

They're not just implementing Salesforce workflows—they're building custom GPT integrations that automatically qualify leads based on intent signals. They're not just setting up email sequences—they're creating AI-powered content engines that personalise messaging at scale.

The technical sophistication required has increased dramatically, even if the underlying principles remain the same.

The Bottleneck Is No Longer Execution — It Is Orchestration

Every B2B company I speak with has the same problem: too many tools, not enough integration.

They're using Clay for data enrichment, ChatGPT for content creation, Apollo for outbound, HubSpot for lead management, Gong for call analysis, and Mixpanel for product analytics.

Each tool works brilliantly in isolation. Together, they create chaos.

Data doesn't flow between systems. Attribution models break down across touchpoints. Sales teams can't see which content pieces actually drive pipeline. Marketing can't identify which outbound messages generate the best responses.

This is the orchestration problem.

GTM Engineers solve it by building the connective tissue between all these powerful tools. They create unified data models. They build custom integrations. They ensure that insights from one system inform decisions in another.

For example, a GTM Engineer might build a system where:

• Intent signals from 6sense trigger personalised content creation in Ghost
• Content engagement data flows into lead scoring models in HubSpot
• High-scoring leads automatically enter targeted outbound sequences
• Response data feeds back into content optimisation algorithms

None of these individual steps are revolutionary. But orchestrating them into a seamless system that runs automatically? That's where the magic happens.

And that's why companies are paying £200k+ for people who can build these systems.

The Best GTM Teams Today Think in Systems

The highest-performing B2B teams I work with have made a fundamental shift in how they approach growth.

They don't think in campaigns. They think in systems.

They don't optimise individual tactics. They optimise entire workflows.

They don't measure vanity metrics. They measure system efficiency.

This systems thinking is what separates good GTM Engineers from great ones.

Great GTM Engineers understand that sustainable growth comes from building compounding systems, not executing brilliant one-off campaigns.

They invest in infrastructure before tactics. They build measurement frameworks before launching initiatives. They create feedback loops that make the entire system smarter over time.

For instance, instead of just running LinkedIn outbound campaigns, they build systems that:

• Identify prospects showing buying intent across multiple channels
• Generate personalised content that addresses specific pain points
• Distribute that content across LinkedIn, email, and direct outreach
• Track engagement patterns to refine targeting algorithms
• Feed successful messaging back into content creation workflows

The individual components aren't groundbreaking. The systematic integration is what creates competitive advantage.

This is why the best GTM Engineers often have backgrounds in engineering, data science, or technical marketing roles. They understand how to build systems that scale, not just tactics that work once.

They treat AI as a force multiplier, not a gimmick. They use automation to eliminate repetitive work, not to spam more prospects. They build measurement systems that reveal insights, not just report vanity metrics.

Most importantly, they understand that the goal isn't to build the most sophisticated system possible—it's to build the most effective system for their specific business.

A early-stage startup needs different GTM infrastructure than a Series C company. A product-led growth business requires different systems than an enterprise sales organisation.

The best GTM Engineers design systems that match their company's stage, market, and growth model.

How Ghost Helps You Build Your Own GTM Engine

You don't need to hire a £200k GTM Engineer to start thinking systematically about your go-to-market approach.

You need to start building systems that connect your content, outbound, and revenue operations into a coherent machine.

This is exactly why we built Ghost.

Most companies treat content and outbound as separate functions. Content teams create posts and hope someone sees them. Sales teams send messages and hope someone responds.

There's no connection between the two. No shared data. No coordinated strategy.

Ghost bridges that gap by turning content engagement into outbound intelligence.

When someone engages with your LinkedIn content, Ghost captures that intent signal and adds them to your outbound pipeline. When prospects respond to your messages, Ghost analyses their interests to inform future content creation.

It's a simple system, but it creates the kind of orchestration that GTM Engineers are paid to build.

Here's how it works in practice:

Our AI analyses your business and generates content that attracts your ideal prospects. Not generic LinkedIn posts—specific content designed to reveal buying intent from your target audience.

When prospects engage with that content, our intent tracking system captures those signals and scores them across five dimensions: company fit, role relevance, engagement depth, timing indicators, and buying signals.

High-scoring prospects automatically enter personalised outbound sequences. The messaging references their content engagement, making it relevant and timely rather than cold and generic.

Response data flows back into our content algorithms, making future posts more effective at attracting qualified prospects.

This is systems thinking in action. Traffic without an engine is just wasted motion. Ghost helps you become the GTM Engineer of your own revenue operations.

Whether you call it GTM Engineer, Marketing Operations, or Revenue Systems—the title doesn't matter. What matters is building systems that turn prospects into pipeline predictably and efficiently.

Our content engine handles the creation and distribution side. Our outbound automation manages the prospecting and messaging workflows. Together, they create the kind of integrated GTM system that drives consistent revenue growth.

You can see our full feature set and pricing at our pricing page, but honestly, the best way to understand how Ghost works is to try it yourself.

We offer a 7-day free trial with no credit card required. Build a few pieces of content. Set up some outbound sequences. See how the system connects engagement to pipeline.

Start your free trial today and begin building the GTM engine your business deserves.