Go-to-Market (GTM) Engineer, Marketing

Hi! I'm Ryan, the Head of Marketing at Modash.

I'm looking for a GTM Engineer to join our marketing team for the first time.

Here's a little background, examples of the things you might work on, and things you probably want to know.

Background & reason for hiring

There are two major gaps in our team that are driving this hiring decision:

The first is a gap in ownership between marketing & sales around call bookings.

For context, we have a hybrid go-to-market that includes both self-serve free trials, and sales-led demo calls.

Marketing is responsible for all pipeline generation (both trial & call booking KPIs), but there isn't one clear person responsible (in either marketing or sales) for various things on the call bookings side. Things like:

• How do we qualify demo requests? Who should our sales team spend their time with?
• What happens when we decline a demo request? Is the user experience as good as it should be?
• Improving the percentage of ICP trial sign ups who book with sales (since sales-closed deals are more likely to close, adopt, and retain long-term)
  
  

The second gap relates to outbound. We've grown to 8-figure ARR solely with inbound marketing, but now it's time to introduce outbound. I've already taken the first steps to get off the ground, but this needs dedicated ownership to make it world-class.

I believe these two things can be handled together by the right person!

Scope of the role & example projects

The background above covers the broad scope pretty well, but here I'll elaborate a little more on what these initial projects might look like for you.

Example 1: Taking ownership of call qualificiation

We use a custom internal AI tool (lovingly referred to as "Leadgate") that sits in front of our demo booking flow. Your job will be to own this end-to-end.

You'll need to collaborate with leadership to iterate on how we qualify calls, and what kind of prospects make the most sense to spend human sales time with.

You'll also own our demo booking page. The copy, the design, the form fields, everything. That means you can test & iterate on what expectations we set, what information we gather, and how that is used to route demos.

Example 2: Building the "rejection experience"

We want to focus our human sales time on ICPs, which means declining some demo requests (as above).

However, "non-ICP" doesn't mean "gets zero value from Modash". We want to route those people through self-serve, with the best possible experience. Currently, the experience & flow is simply not good enough — because, once again, nobody owns it.

You could create resources, implement demos with AI agents, write better copy, imagine new flows, and more. The goal is to improve brand perception, and increase self-serve revenue from non-ICP segments.

Example 3: Taking ownership of the cold outbound program

Our outbound cold email program is being run by an external agency, managed by me. Initially, it will be your job to replace me as their point of contact. That includes, for example:

• Approving outreach lists
• Approving / writing email copy
• Strategizing new ideas (e.g. what happens when folks respond negatively)
• Ensuring everything runs smoothly & quickly with positive replies
  
  

Further into the future, you will decide how things run. You can double-down and scale with external agencies, you can build in-house, or a mix.

Example 4: Reaching out to ICPs who start trials, but don't book calls

Approximately 10% of trial sign ups that we identify as ICP speak to the sales team. We believe that there'd be significant business impact if we can increase that.

Currently, absolutely nothing is being done here. It's a blank slate for you to come in and figure it out.

Team structure

To clarify again, this role is in the marketing team. You will report to me (Ryan), your primary KPIs will be around API call bookings, and you'll collaborate often with the sales team.

A few more things that may be useful to know about the team:

• Our early-stage outbound project is currently ran by an external agency
• We have a full-time software engineer in the marketing team (e.g. for iterations on Leadgate)
• You will always write copy yourself; no assistance from a copywriting resource
• We have a Product Marketer who will provide product messaging guidance where needed
• Our CRM is managed by Steven Perroto (sales team); you will likely collaborate closely
  
  

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Requirements

You should be:

• Comfortable and experienced with outbound, including tools like Clay & Instantly, and making sure data flows correctly between those and our CRM (HubSpot)
• Experience building outbound programs from scratch in a B2B SaaS company
• A capable writer. You'll need to be comfortable writing web page copy (e.g. demo booking page) & emails on your own. It would be unacceptably slow to rely on someone else for shipping copy!
• Able to solve problems, make decisions yourself, deliver a lot, and iterate
• Willing to learn whatever the problem/opportunity requires. This role will be varied
  
  

Nice-to-haves

• Foundational marketing knowledge. You know your 4Ps, you understand how people buy in B2B, and perhaps you've held other marketing roles before "GTM Engineer" became a thing
• Past experience working in an early-stage environment (or perhaps building for yourself)
• Exposure to hybrid GTM motions; you have some experience with how self-serve and sales-led motions interact and overlap
  
  

Benefits

What we're offering

• Flexible working hours. You'll need to work EU business hours to overlap with me & other colleagues. But, nobody will be looking over your shoulder. Start late, finish early, run errands during the day. Whatever you need, as long as the work gets done. We are all adults here
• Unlimited paid vacation time. If you're happy & well-rested, you'll do better work. Take the time you need to enjoy a balanced life
• Fully remote working (Europe-based). As long as you have a reliable internet connection, you can work wherever is best for you. (Again, assuming you'll be working EU hours! 😄)
• Personal development. When you grow, we benefit. If there's a course, book, or conference that will help you upskill — we'll cover it
• Ownership. You're the expert at what you do. No unnecessary red tape. Got an idea? You'll have the autonomy to go ahead and try things that you might not be able to in other companies