focal podcast

Clay pioneered GTM engineering and went from $1M to $100M in ARR in 2 years.

I talked to the person who invented the role of GTM Engineer at Clay.

Yash Tekriwal, Clay's first GTM engineer - back when the $3B company was still figuring out what that even meant.

What started as one person drowning in too many jobs (RevOps + Sales + BDR + data analyst) has since become a new category that's now reshaping how startups think about go-to-market.

You’ll learn:
  • Why RevOps is "maintenance" but GTM engineering is a growth lever
  • The skills that define a great GTM engineer today (hint: it involves vibe coding)
  • What "treating go-to-market like a product" actually looks like in practice
  • Two org models for GTM engineering teams - and which to start with
  • "Automate the manual, but don't automate the important"

In Today's Episode We Discuss:
01:23 - The origin story of GTM engineering at Clay and why the term is polarizing
05:02 - GTM engineer vs RevOps: maintenance function versus growth lever
07:31 - Treating go-to-market like a product team, not an individual sport
10:42 - Three experiments every GTM team should run on inbound and outbound
15:24 - The essential GTM tech stack: CRM, enrichment, sequencing, and what actually matters
19:08 - Tools founders should consider when getting started—and the automation trap to avoid
22:12 - Zero to $1M: be thrifty on tools and process information manually
25:38 - What to look for in your first GTM engineering hire (hint: it's not technical skills)
28:43 - Signals that you need to hire a GTM engineer for outbound vs inbound motions
31:45 - Scaling past $10M: specialize fast and the hyperscaler dilemma
36:01 - Two org models for GTM engineering: centralized hit team vs embedded engineers
40:22 - The ideal GTM engineer profile: tinkerers, not traditional engineers
43:33 - Why engineers are not the ideal candidates for GTM engineering roles
45:19 - Can salespeople become great GTM engineers? The sales hacker archetype
47:26 - Resources to learn GTM engineering: Clay University, substacks, YouTube channels, and agencies
51:00 - Top three things founders must know about GTM engineering at any stage
52:16 - The most creative GTM engineering builds: satellite imagery, hospital capacity, and custom memes
56:24 - Personal lessons from scaling at Clay: ego death, pivoting, and balancing maintenance with big bets
59:42 - The one thing Yash would change: stop oscillating and let problems become obvious

Creators and Guests

Host
Pascal Unger
Co-founder / Managing Partner at focal.vc We lead pre-seeds in North America with up to $1M: We exclusively back AI native software startups at the very start. Thereafter, we help them get off the ground better and faster, supported by a network > 200 GTM executives. That's our singular, unwavering focus.

What is focal podcast?

Pivotal early lessons of today's best startups.

Welcome to the focal podcast where we go deep with some of today's best founders and operators on ONE crucial lessons from their early days.

This podcast is not the usual "highlight reel" startup podcast that goes one inch deep across 20+ topics. Rather, we ask the questions you’d ask if you were sitting across from them. No fluff, just the real, actionable insights you’d get if these founders were mentoring you 1on1.

We cover topics including:

- What worked and why.
- Costly mistakes and how they fixed them.
- Frameworks that truly made a difference.
- Tactics to move faster.
- What they wish they’d known sooner.
- And much more!

"Only a fool learns from their own mistakes. The wise learn from the mistakes of others."