About the author

Jared Waxman is the founder of GTM Engineer School and an Operating Partner at Unusual Ventures, where he helps founders turn early traction into repeatable, scalable growth.

He has spent his career in go-to-market (across marketing, product, pricing, and partnerships) including growth leadership at Auth0 and Okta (developer-first security at scale), plus roles at Adobe, Amazon, PubNub, and LegalZoom. That range (from dev tools to enterprise to consumer) is the same span of motions this guide covers.

At GTM Engineer School, he trains a new discipline (the GTM engineer) through hands-on cohorts where operators build real AI-powered go-to-market systems end to end. At Unusual, he helps portfolio founders rebuild their go-to-market for the AI-first world.

This guide is the playbook he teaches, written down.

Learn more at GTM Engineer School, and connect with Jared on LinkedIn.