jonathancolton's cast

Mar 11

GTM Engineering is having a moment. The tooling is real, the timing argument is correct, and the practitioners building these systems are genuinely sophisticated. This piece isn't a rebuttal. It's a diagnostic. The discipline has converged on excellent answers to the execution question. It has not asked two prior questions that determine whether those answers matter: is the signal honest, and is the physics right? What follows is an attempt to name both failure modes clearly — not to argue against building the machine, but to argue that most teams are building it before they know what they're building it on. https://paragraph.com/@jonathancolton.eth/gtm-engineering-and-the-honesty-problem?referrer=0xe19753f803790D5A524D1fD710D8a6D821a8Bb55

jonathancolton.eth

GTM ENGINEERING AND THE HONESTY PROBLEM

GTM Engineering, as a discipline, makes a foundational assumption it rarely examines: that the problem to be solved is execution. Better data, better enrichment, better automation, better attribution. The implicit promise is that if you wire the machine correctly, the pipeline follows. This is true, conditionally. The condition is that your strategic diagnosis is correct before you wire anything, and that you are building the right kind of system entirely. If the motion you are scaling is the...