Bolaji Anifowose is a product marketing manager and go-to-market (GTM) engineer with over 7 years of experience helping startups across Africa and beyond sharpen their positioning, launch products, and build compounding growth engines. He has led growth, GTM, and marketing efforts for high-impact companies such as Simpu, Distrobird, Chatbase, and Tecno, delivering successful product launches, demand generation campaigns, and market expansion strategies that produce significant results.
- Explain your job to a five-year-old.
You know when you make something really cool, like a drawing or a sandcastle, but nobody comes to look at it? My job is to make sure people come and look. I help companies that have built something good figure out how to tell the right people about it, in a way that makes them go “I want that.” I find the people who would love it, work out what to say to them, and build little machines that help do it again and again.
- Did your 16-year-old self ever imagine he’d end up in marketing?
Not even close. At 16, I was deep in science, headed for engineering, convinced my future involved metals and lab coats. Marketing wasn’t on the map. If you’d told that kid he’d spend his days writing, building automations, and obsessing over why people buy things, he’d have laughed. But here’s the funny part: the engineer never left. I still approach marketing the way I’d approach a materials problem. Test, measure, find the system underneath the noise. I didn’t abandon engineering. I just changed what I was building.
- Who’s a GTM engineer, and what’s the path to becoming one?
GTM engineering is a term Clay coined in 2023. The simplest way to think about it is this: a GTM engineer builds systems that generate revenue. You’re combining artificial intelligence (AI), automation, and creative problem-solving to do work that would normally require a much larger team. That’s the core of it: giving a small team the firepower of a big one.
There isn’t just one type of GTM engineer. I usually break it into three. First, the software engineer who could work on a product or data team but chose revenue instead. Second, the systems specialist, often from revenue operations (RevOps) or marketing operations, who excels at orchestrating tools. Third, the marketer or salesperson who picked up technical skills and sits at the intersection of strategy and execution. That’s me, and for most people, it’s the most realistic path in.
To get started, learn the fundamentals first: ideal customer profile (ICP), positioning, channels, and messaging. Build with tools companies are hiring for today, like Clay, n8n, and Claude Code. Turn a real task into a working system, then run it on actual campaigns.