GTM Engineer: Everett @ Clay

Every CEO wants a GTM engineering team. Almost none can define what it actually is. Everett Berry, Head of GTM Engineering at Clay, gives the clearest definition in the space and breaks down exactly how to build, staff, and sequence one from scratch. From Canva scaling a single rep's outbound tactic across hundreds of reps, to why Clay itself spent months iterating a broken events invite system before it worked, this episode is packed with specific plays senior GTM and RevOps leaders can act on immediately. CHAPTERS: 00:00 - Introduction and what GTM engineering actually means 01:32 - Defining the role: removing technical constraints on growth 03:47 - GTM engineering vs. marketing ops: builders versus configurers 06:30 - Where the team should live and why centralization matters 09:15 - Escaping RevOps ticket purgatory through automation 16:00 - The three-layer hierarchy: data, automation, net new plays 17:04 - Rep ride-alongs and the Canva play 22:14 - Clay's platform evolution: Audiences, Sequencer, Agents, and MCP 30:13 - Data warehouse, Snowflake, and how Clay fits 34:54 - PLG self-serve to sales-led plays and enterprise expansion signals 38:32 - GTM infrastructure vs. specialized platforms: who wins 42:03 - What CEOs must do before hiring their first GTM engineer 49:02 - Skills, hiring framework, and the future of the role