The GTMshift GTM Engineering, RevOps, and the AI-Savvy Chief Revenue Officer with Jordan Crawford
Sep 18, 2025
Jordan Crawford, a go-to-market engineer and founder, dives into the distinction between go-to-market engineering and RevOps, emphasizing how bespoke data can create invaluable data moats. He discusses the importance of building permissionless value propositions that deliver immediate benefits and introduces the systems of intelligence framework to enhance operational efficiency. Looking ahead, Jordan outlines the evolving role of the Chief Revenue Officer in the AI age, comparing them to conductors who utilize data and question for strategic insights.
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Data Moats Beat Volume Outreach
- Go-to-market engineering systematizes the bespoke research SDRs perform to create proprietary go-to data.
- That data becomes a moat that AI-driven commoditization cannot easily replicate.
Go-To Engineers Versus RevOps
- RevOps is primarily CRM and ops maintenance that operationalizes strategy.
- Go-to engineers create and connect external go-to data, translate strategy into actionable lists, and push it into channels.
Observe Before You Automate
- Watch reps prospect and learn what manual steps they take before automating anything.
- Avoid hiring for a 'go-to engineer' role until you understand the work you want automated.
