Most GTM Engineering job descriptions describe half the job.
Sequences, enrichment, lead routing, CRM hygiene. All sales-side, all outbound-facing. If that's the whole scope, you're running one half of GTM and calling it the department.
Last week, we conducted Northstar by Everstage in New York and had a great lineup of speakers from ServiceNow, Notion, Perplexity, Gong, Clay, etc.
Marketing owned this end to end — and nailed it. My part was small: keep the room engaged with questions, live polls, with one shared experience.
So we built an app for it.
I built it in Claude Code, on Next.js, hosted on Vercel, with Supabase as the backend. Here is what our app had:
1. Login with a first name and an email to identify who is asking questions, engaging with polls, etc.
2. Live Agenda that tracks the sessions which move through now/next/past on their own or via manual movement from the admin.
3. Private Q&A - attendees submit questions to any session, but never see anyone else's.
Live polls, up to 10 options, single or multi-select, revealed on the admin's call.
4. Presenter screen - a public, no-login link for the room's projector, showing the top questions or a live poll.
5. Admin console - triage incoming questions, star the good ones, push announcements, undo anything.
6. One-tap interest capture on BOFU offers.
7. CSV export of everything - attendees, questions, polls, interest
One quick result from our Northstar ’26 polls conducted on the app:
Did you know before Seth Marrs and Matt Flotard debated whether the system or the rep should call the next move in a deal, 54% backed the rep.
After the debate? 78%.
Empty repo to full app took us roughly 2 hours on top of a scope doc & a design system on Claude design that already existed.
It was the first thing I built that people outside the company used live.
GTM engineering isn't the sales team's internal tool builder. It's whichever part of revenue needs the system built next.
If your GTM engineer only ships for sales, what is marketing building without them?
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