Go-to-market engineering
The systems that connect your product, website, CRM and ad platforms. Built by the person who also plans the marketing.
A lead lands in the CRM without the campaign that produced it. Someone exports a spreadsheet every Monday to make the numbers agree. Small teams tend to end up here because the commercial stack grew one tool at a time.
Go-to-market engineering is the work of joining those systems up, so the data is reliable and the repetitive jobs run themselves. Larger software companies hire for it as a full-time GTM engineer. I do it fractionally, as a consultant first. The first job is deciding what to build and what to buy. Then I ship the integrations myself, or write the requirements for the team that will. When the answer is something new, I prototype the product or internal tool.
The person planning the tracking is the person shipping the code.
Which situation sounds like yours?
Data
Your systems each report a different number of leads
The CRM counts one way and the ad platforms another, so budget decisions rest on whichever one someone trusts most. The fix is one event layer with a single definition of a lead, sent to every platform with consent handled.
Automation
Your team re-keys the same data every week
Enrichment, lead routing, reporting and follow-ups still run by hand. The work is finding the repetitive processes and building the workflows that replace them, in the tools you already pay for.
Prototype
You want to test a product idea before hiring for it
A working prototype in weeks, built on open-source frameworks and hosted cheaply, with real users on it. Enough to learn whether the idea holds before a bigger build or a hire.
Larger builds
Your site build needs product management as well as SEO
Rebrands and platform migrations with several people involved. I own the roadmap and write the requirements to dev detail. The search and tracking scope stays intact through launch.
What the work covers
Event tracking and data layer
Product and commercial touchpoints instrumented once, then shared with analytics, the CRM and the ad platforms. Consent mode included.
CRM and ad platform integrations
Leads carry their source with them. Conversions flow back to the platforms that need them for bidding.
Workflow automation and internal tools
Lead enrichment, routing, reporting and alerts that run without a person in the loop. Small internal apps where the off-the-shelf tool doesn't fit.
Prototypes and minimum viable products
A working version of the product or feature, on a stack your future developers will recognise, with analytics on it from the first release.
Advice, roadmap and requirements
Which problems a tool you already pay for can solve and which need code. Then a roadmap the whole team can see and requirements a developer can work from.
How an engagement runs
Step 1
A short fit call
A short call to check the work suits both sides and agree which of the two starting points fits: an existing stack to untangle, or something new to build.
Step 2
Scoping audit or discovery
Existing stack: a fixed-price scoping audit at £564 + VAT. I review the event tracking and the integrations between website, CRM, ad platforms and analytics, and quick fixes go in as I find them. New product or internal tool: a discovery session on the problem, the users, the constraints and the tools already in place, priced per project after the call.
Step 3
Recommendation and plan
What to build and what to buy, with the reasoning. A prioritised backlog for an existing stack, or a prototype brief and build estimate for a new one. You keep the plan whatever you decide next.
Step 4
Build and handover
Fortnightly sprints on a fractional basis, from £1.8k a month, either shipping the work myself or writing requirements for your developers. Code sits in your repositories and workflows in your accounts. A walkthrough with whoever runs them is part of the scope.
The scoping audit is the same one every engagement starts with. See pricing.
I work with what you've got
The integrations go into the accounts and platforms you already run. New builds go on frameworks with a large hiring pool, so a prototype doesn't need rewriting when a developer joins.
Web and product
Next.js, React, Vercel, Sanity, Shopify
CRM and automation
HubSpot, Salesforce, Active Campaign, Marketo, Klaviyo
Analytics and tracking
GA4, Tag Manager, Consent Mode, Looker Studio
Ad platforms
Google, Bing, Meta, LinkedIn, and their APIs
Recent builds and prototypes are on the portfolio.
Where this work has run
GTM engineer is a recent job title. The work behind it has run on my own products and on client projects.
Own products
Client projects
FAQs
What is a go-to-market engineer?
A role that sits between the commercial team and engineering. It builds the data layer, integrations, automation and internal tools that sales and marketing run on. Larger software companies now hire for it full time. Small teams rarely need a full-time hire, which is where a fractional arrangement fits.
How is this different from the Build service?
Build is a site scoped around search demand. Go-to-market engineering is everything wired to it afterwards: the CRM, the ad platforms, the tracking and the internal tools. Larger builds often need both, and I run them as one roadmap.
Do you replace our developers or agency?
No. Most of this work sits in the gaps between an in-house team and an agency. I write requirements to dev detail when your developers are building, and I ship the integrations myself when nobody else owns them.
Do you use AI coding tools?
Yes, with review. I built Addy, a working AI search marketing platform, solo on open-source frameworks. AI tools speed up the drafting. The judgement about what to build, and whether the output is right, stays with me.
Can we get the advice without the build?
Yes. The recommendation and plan stand on their own. You can take them to an in-house team or an agency, and the build is there when nobody else owns it.
Start with a fit call
For an existing stack, a fixed-price scoping audit at £564 + VAT follows. For a new product or tool, a discovery session scoped on the call.