Patrick Spychalski joins Jeff to discuss the rise of Go-to-Market (GTM) Engineering, how it complements (and differs from) Revenue Operations, and why The Kiln was founded to help companies harness this emerging discipline. Patrick shares insights on tool stacks, sequencing strategies, the promise and limits of no/low-code solutions, and how GTM engineers can deliver immediate ROI through data enrichment, workflow automation, and CRM optimization.
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Key Takeaways
Defining GTM Engineering
GTM engineering = building workflows/systems that improve efficiency or deal flow.
Often confused with RevOps but more tool-driven and embedded in sales workflows.
Best situated inside RevOps orgs while maintaining a distinct role.
Why Clients Seek GTM Engineers
Tools like Clay and Nanonets are powerful but complex.
Agencies like The Kiln help clients unlock possibilities, templatize workflows, and avoid steep learning curves.
Useful for building front-end interfaces to workflows or lightweight internal apps.
Great for internal efficiency, but not for robust, scalable software.
APIs and webhook knowledge are critical for success.
High-ROI GTM Engineering Use Cases
CRM cleaning & enrichment workflows.
Inbound lead normalization and enrichment.
TAM mapping, lead scoring, and outbound automation.
The Kiln’s Growth & Vision
Short term: improve service quality, hiring, and workflow templatization.
Medium term: expand beyond enrichment into custom software and broader GTM solutions.
Long term: stay at the forefront of GTM engineering as the movement matures.
Notable Quotes
“GTM engineering is an operations role—it should live inside RevOps, but remain distinct.”
“You only need 4–5 core tools to run most of your go-to-market motion. Everything else is noise.”
“Don’t get distracted by shiny new tech—start at the lowest tier until it proves value.”
“Every company should be running CRM cleaning and inbound enrichment workflows. They’re no-brainers.”
Advice for GTM/RevOps Leaders
Avoid overinvesting in flashy AI/automation tools—validate ROI first.
Focus on foundational workflows that deliver immediate, compounding value.
Use GTM engineers to bridge tactical tooling with strategic RevOps oversight.
Discussion about this video
The RevOps Review
Building out a successful Revenue Operations capability at your business doesn't have to be difficult. I share my experiences in building up revenue operations at growth stage companies and at large, enterprises too.
Building out a successful Revenue Operations capability at your business doesn't have to be difficult. I share my experiences in building up revenue operations at growth stage companies and at large, enterprises too.
