GTM as Code Part 1: Why GTM Ops Should Think Like Developers

The Velocity Gap Is Killing Your Growth

In modern dev-first companies, shipping fast is the norm. Weekly releases, feature flags, backend infra refactors, beta experiments—the product engine is tuned for speed. But what about the go-to-market team? They're still stuck in a world of quarterly planning, bloated decks, and months-long content calendars. The gap between product release velocity and GTM responsiveness is where growth dies.

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Marketing Is Still Too Manual

Most marketing workflows are tribal, scattered across Notion docs, Figma files, and Slack messages. There's no version control. No audit trails. No automation. No visibility into what messaging was used where and when. It's no surprise that by the time marketing catches up to the product, it has already changed again.

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What Devs Got Right

Developers rely on:

• Version control (Git)
• Continuous integration/deployment (CI/CD)
• Testing and linting
• Reusable components and packages

These principles unlock velocity without compromising quality. So why not apply the same principles to your GTM?

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GTM as Code: A New, Modern Approach to Go-To-Market

Imagine if messaging, campaigns, and content pipelines lived in a repo. What if each product release triggered an update to your website, SEO, and newsletter automatically? What if messaging was linted like code, approved in PRs, and tracked over time?

This is GTM as Code. And it’s how modern companies scale growth in sync with product.

In the next episode, I’ll explain how GenAI made this shift possible — marketers are getting closer to the code, and developers are getting closer to the market.

Read Part 2: From Isolated Campaigns to Continuous Systems