How Mishti Used Data and Innovation to Coin the GTME Role and Propel Clay’s Success

·Sep 10, 2026 05:20 PM·

Hi Mishti, congrats on the latest funding round. Everything you’re doing is clearly working - how did you know that the choices you’ve made, like coining GTME as a role, was the right direction to take the company in? Was it data-driven (and if yes, how do you gather data for something like this, what do you even look at?), inspired by precedents set by other firms or something else? Do you see potential for any other companies to be coining new roles in the next few years? And will you be coining more at Clay? Looking forward to your full article on Substack. Would love to learn how someone starts a career in this as well. Thanks.

➕1

2 comments

· Sorted by Oldest

Mishti S.
·
(edited)·
Thanks for the question! We definitely didn't think GTM engineering would necessarily take off. We were just responding to an internal need when we started hiring for the role, before we even wrote about it. Then we noticed that a lot of the companies we were selling to were super intrigued by the work our early GTMEs were doing — and they wanted to hire GTMEs too! Little organic signals like that that made us feel like we should talk publicly about the role more. (Even then, there was no guarantee that it would really catch on beyond a certain tiny niche of us and our peers.) I think the key thing here is we never started with "oh, we need to stand out in the market — what roles or brand campaigns will do that"? GTM engineering at Clay happened very organically based on a true internal need + the changes in the market (AI changing how growth was done and what was possible). I don't think we're going to be coining more titles, but who knows 🙂 The key thing is that coining a title or a brand campaign in isolation really rarely works. It really has to be the perfect combination of how something your company helps with hooks into a current need, change in the market, or topic of discussion I think!
2
Kartik P.
·
·
That must have been exciting! Thank you for your answer and for creating new opportunities for so many people.
🥰2