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Go-to-Market Engineering: Building Data Moats in the AI Era with Jordan Crawford
In this episode, Jordan Crawford breaks down go-to-market engineering — a role that’s becoming critical as companies need data moats in the AI era. Unlike RevOps professionals who consume business strategy, GTM engineers drive strategy by connecting bespoke data insights to execution channels.
Jordan shares his framework for moving beyond spray-and-pray outbound tactics toward segment-specific targeting with what he calls “permissionless value propositions:” messages that deliver independent value before asking for anything. He explains why horizontal companies must verticalize their motions and introduces his systems of intelligence model that will reshape how CROs operate.
The conversation reveals why most CROs are disconnected from ground-level execution and provides a practical roadmap for leaders to understand their customers deeply enough to orchestrate AI-powered GTM systems.Tune in to hear about:
(06:16) Why companies need go-to-market engineers to build data moats
(10:29) How GTM engineering differs from traditional RevOps roles
(18:21) Jordan’s customer-backwards framework for modern outbound
(20:39) Real examples of permissionless value propositions in action
(29:59) What the future “Jedi CRO” role looks like
Follow Jordan on LinkedIn: https://www.linkedin.com/in/jordancrawford/
More from The New GTM Playbook:
Watch more episodes at: https://www.testbox.com/gtm
Subscribe to the newsletter: https://www.testbox.com/subscribe
Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/
View all episodes
By The GTM Playbook by James KaikisIn this episode, Jordan Crawford breaks down go-to-market engineering — a role that’s becoming critical as companies need data moats in the AI era. Unlike RevOps professionals who consume business strategy, GTM engineers drive strategy by connecting bespoke data insights to execution channels.
Jordan shares his framework for moving beyond spray-and-pray outbound tactics toward segment-specific targeting with what he calls “permissionless value propositions:” messages that deliver independent value before asking for anything. He explains why horizontal companies must verticalize their motions and introduces his systems of intelligence model that will reshape how CROs operate.
The conversation reveals why most CROs are disconnected from ground-level execution and provides a practical roadmap for leaders to understand their customers deeply enough to orchestrate AI-powered GTM systems.Tune in to hear about:
(06:16) Why companies need go-to-market engineers to build data moats
(10:29) How GTM engineering differs from traditional RevOps roles
(18:21) Jordan’s customer-backwards framework for modern outbound
(20:39) Real examples of permissionless value propositions in action
(29:59) What the future “Jedi CRO” role looks like
Follow Jordan on LinkedIn: https://www.linkedin.com/in/jordancrawford/
More from The New GTM Playbook:
Watch more episodes at: https://www.testbox.com/gtm
Subscribe to the newsletter: https://www.testbox.com/subscribe
Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/