115: Demystifying GTM Engineering: How to Architect Growth and Better Buying Experiences - with Ashley Artrip, GTM Engineering Manager at Clay
In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.
Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate growth and create better buying experiences. From her work at Clay (where GTM engineering was born) to her own startup journey, she reveals why intentionality and creative problem-solving are at the heart of every successful go-to-market motion.
Jane and Ashley cover:
- What GTM engineering actually is – and why it’s not just “rev ops with a new name”
- How to design systems that reduce friction across marketing, sales, and customer success
- Real-world examples of value-led prospecting from brands like Canva and Vanta
- Why GTM engineers need both systems chops and business acumen
- The role AI plays in building smarter, more efficient revenue processes
- When to hire your first GTM engineer (and when to recognize you already have one)
- How to approach tools like Clay without falling into “blank canvas syndrome”
- The career skills that make great GTM engineers – and how to build them
Key Links:
Guest: Ashley Artrip – LinkedIn
Host: Jane Serra – LinkedIn
Ashley’s Newsletter: Engineering Revenue - a GTM engineer’s playbook for success, written by Ashley Artrip.
Ashley’s Book: Career Design: Design Your Career to Change Your Life by Ashley Artrip, published December 2022.
Ashley’s Podcast: Career Advice You Never Got - a career‑transition playbook hosted by Ashley Artrip, tackling all those questions you wish you’d been told.
Clay University / GTM Resources: Clay University and blog for learning GTM and Clay tools.
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