The GTMshift GTM Engineering, RevOps, and the AI-Savvy Chief Revenue Officer with Jordan Crawford
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Sep 18, 2025 Jordan Crawford, a go-to-market engineer and founder, dives into the distinction between go-to-market engineering and RevOps, emphasizing how bespoke data can create invaluable data moats. He discusses the importance of building permissionless value propositions that deliver immediate benefits and introduces the systems of intelligence framework to enhance operational efficiency. Looking ahead, Jordan outlines the evolving role of the Chief Revenue Officer in the AI age, comparing them to conductors who utilize data and question for strategic insights.
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Go-To Engineers Versus RevOps
- RevOps is primarily CRM and ops maintenance that operationalizes strategy.
- Go-to engineers create and connect external go-to data, translate strategy into actionable lists, and push it into channels.
Observe Before You Automate
- Watch reps prospect and learn what manual steps they take before automating anything.
- Avoid hiring for a 'go-to engineer' role until you understand the work you want automated.
Segment Deeply, Message Consistently
- Build tightly defined segments using two to five heuristics that imply tension and target them precisely.
- Channelize a single, data-driven message across email, LinkedIn and ads instead of inventing fresh copy each time.
