GTM as Code Part 2: From Isolated Campaigns to Continuous Systems

Marketing and Engineering Are Converging

The days of devs building and marketers waiting are over. With GenAI, devs can ship features and announce them. Marketers can generate campaigns with tools once reserved for coders. Everyone is playing in the same sandbox.

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What GenAI Changed

• AI Agents can generate blog posts from changelogs.
• Chat-based tools can build landing pages, write subject lines, or repurpose tweets.
• Marketing content can be structured, templated, and versioned.

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Developers Are Closer to the Market

Dev-first companies often lack a large marketing team. The devs are the marketers. GenAI allows them to:

• Prototype value propositions
• A/B test language
• Auto-publish docs and updates

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Marketers Are Closer to Code

With tools like GitHub Copilot, ChatGPT, and custom LLMs, marketers can:

• Write structured strategies and content in YAML or Markdown
• Push to Git for approval
• Run campaigns through GitHub Actions

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Enter GTM-as-Code

Now we can:

• Sync product changes with messaging
• Trigger updates across social, email, SEO
• Track changes over time
• Measure performance and learn

Marketing becomes:

• Modular
• Automated
• Data-driven
• Continuous

And the marketer? A creative operator who writes logic as much as language.

In the next episode, I’ll show you what this looks like in practice, including an example, the toolchain, and the workflow.

Read Part 3: The Stack, The Workflow, The Loop