People used to think that growth marketing was the best thing about modern business. Companies recruited growth marketing managers because they thought they would find shortcuts, make funnels, and perform trials that would get results right away. These were the people who tested channels, changed landing pages, and spent all their time on dashboards, all in the sake of getting new customers and converting them. For a long time, this role brought excitement and power. But jobs and businesses change with time. As a field, growth marketing has grown up. Businesses are no longer just seeking tactical gains. They want systems that last, not just campaigns that come and go. They want marketing, sales, product, and customer success to all be on the same page. They want one story that runs through all of their touchpoints and one plan that links making products to getting customers to use them. That's when a growth marketing manager's job becomes bigger and more strategic: they are in charge of go-to-market initiatives and revenue operations. The Base of Growth Marketing Being a growth marketing manager has always meant being curious and trying new things. Every day, we did A/B testing to see which was better: Google Ads or LinkedIn ads. We wrote copy for landing sites, tried different prices in different areas, and more. It was apparent what the short-term goal was: get customers and turn them into customers.But this concentration was often too narrow. A campaign could bring in thousands of leads, but if the sales teams didn't have the right tools to turn them into customers or if consumers left after a few months, the effect would be short-lived. Eventually, growth marketers figured out that campaigns alone didn't really have an impact; they had to change the whole structure that supported growth. The Natural Move to GTM Leadership It all starts with asking a new set of questions when you want to become a go-to-market leader. Instead of asking, "Which channel should we test this quarter?" the questions change to "How do we position this product so the market understands its value?" or "Are we telling the right story in the right markets?" It's not about funnel mechanics anymore; it's about market orchestration.To be a go-to-market leader, you need to make sure that the promise presented in marketing matches the reality of the product. It involves working with product managers to make sure that features are clear, with sales leaders to make sure that the relevant industries are targeted, and with regional teams to learn about cultural and geographic differences. This job is no longer about running campaigns. It's about telling the world how the corporation should act and how the world should react to it. The Growth Into Revenue Operations Revenue Operations, or RevOps, takes this change even farther. GTM looks at how a business gets into and moves through the market. RevOps makes sure that the internal systems that support that movement are efficient, predictable, and scalable. RevOps leaders get rid of the things that slow down growth. They create mechanisms for routing leads that make sure prospects get to the right salesperson as quickly as possible. They check that the data that moves between systems is clean and trustworthy. They make reporting clear so that leaders can see not only what's going on now but also what might happen next.This job is a good fit for someone with experience in growth marketing. Being able to think analytically, being okay with trying new things, and wanting to figure things out are all great skills for designing and improving systems. RevOps is only the next step. Instead of making one campaign better, the leader makes the whole revenue engine better. The Evolution of the Mindset The biggest difference in this move isn't technical; it's mental. Quick victories are frequently what growth marketers like most. It feels real and fulfilling when a campaign suddenly gets hundreds of sign-ups or a little change to the copy doubles conversions. But leaders in GTM and RevOps need to take a step back from this urgency. Their future looks brighter. They plan for years, not weeks. A consistent, sustainable flow of revenue, not a surge in a campaign, is how they judge success.The way of thinking changes from ownership to orchestration. It's no longer about "my campaign" or "my ad spend"; it's about how well the whole system worked. The leader's job is now to make sure that all the departments work together like a conductor, not like a soloist playing a single powerful note.The most important thing is that the metrics change. Instead of looking at clicks or MQLs, the focus shifts to pipeline growth, conversion efficiency, keeping customers, and long-term revenue. It matters less how many leads you get and more how much money clients will bring in over time and how predictable your income is. Learning by Doing A lot of the time, transitions happen because they have to. Think about the growth marketer whose efforts brought in a regular stream of leads but whose sales were having trouble turning them into customers. They didn't spend more on ads; instead, they looked into the process. They found that leads were taking too long to get to the right people, follow-up was unreliable, and sales teams didn't have enough information. Instead of conducting new campaigns, they fixed these processes, which doubled the conversion rate. At that point, a RevOps attitude began to form. Or think about the marketer who worked in many regions and witnessed campaigns fail in international marketplaces. The failure wasn't in targeting; it was in placing. Messages that worked in one market didn't work in another. They made it possible for people to adopt by working with sales and product teams to change the GTM approach for each location. That was the first step toward becoming a leader in go-to-market. These anecdotes show how the work grows naturally when the desire to solve problems goes beyond campaigns. How AI Affects Things The rise of AI makes this change even more important. A lot of the things that used to be part of growth marketing, like running A/B testing, scoring leads, and optimizing campaigns, are now being done more and more by machines. AI can make different versions of ad material, guess when customers will leave, and rank prospects more accurately than people ever could.This doesn't mean that growth marketers are no longer needed. If they change, they are worth more. AI can take care of tedious duties, so human leaders can focus on making plans for the future. AI insights can help a RevOps leader predict revenue more accurately. A GTM leader can employ AI-powered customer intelligence to improve positioning or find new markets.AI can't replace human judgment, which is the capacity to grasp nuance, bring together different stakeholders, read signals in context, and create a vision that teams can get behind. Those who go up from growth marketing to GTM and RevOps roles will be the ones who see AI as a tool, not a threat. Problems Along the Way There are problems with this change. It can be hard to stop running campaigns, especially for people who like getting direct feedback from tests. It takes time to build trust with sales or product leaders since some people will still see the person as "the marketing person." Revenue operations are especially hard since they involve a lot of different systems, overlapping data, and ongoing demands for accuracy.But every problem is also a chance to grow. Letting go of execution makes room for leadership. Building trust amongst people from different departments increases your power. Facing difficult situations makes you stronger and clearer. The pain is a sign that something deeper is changing. The Big Picture Why is this change so important? Because businesses don't want departments that don't work together anymore. The old way of marketing, which involved getting leads, completing sales, and keeping customers happy, is no longer useful. Businesses want a single source of income these days. That means everyone has the same story, the same goal, and the same mechanism that makes sure everyone is working toward the same thing.This is where GTM and RevOps leaders really shine. They make sure that every step of the customer's journey is connected, easy to understand, and as good as it can be. They turn growth from a set of tests into a system that works over the long term to get outcomes. Closing Thoughts Growth marketing has always been about being curious, trying new things, and wanting to find out what works. Those same traits make growth marketers a good fit for moving up to GTM and RevOps leadership. The distinction is in the scope. They don't test channels; they set up markets instead. They don't optimize campaigns; they optimize systems instead. They keep track of income instead of leads. This change will happen faster because AI will take over boring chores, giving people more time to do things that computers can't, like making things clear, getting people on the same page, and coming up with plans that work.It's not about leaving marketing behind when you move from growth marketing manager to GTM and RevOps leader. It's about building on it, broadening your view, and taking on a role that links all parts of the organization. The spark was growth marketing. GTM and RevOps are what make things go. They work together to make the kind of growth that businesses can count on for years to come, not just for the next quarter.

Google

new customers

Customer-Centric Marketing and Revenue Management: Looking at Growth Beyond ARR

MCP’s Journey in 2025: Built More Than Used

Read My Stories

Hire Me

Too Long; Didn't Read

Download free Tech Leaders Productivity Report!

A Natural Progression From Growth Marketing Manager to GTM and RevOps Leader

About Author

Comments

TOPICS

THIS ARTICLE WAS FEATURED IN

Related Stories

Untitled Story

A2P Messaging: Navigating the Future of Business Communication

How Marketing Ops, Sales Ops, and RevOps Work Together to Help Your Business Grow

Fixing the Frame: How AI Can Enhance Satellite and CCTV Evidence Without Hallucination

Digital Advertising in 2025 is a Pyramid Scheme

10x Growth in 7 Months: How we Invest by Developing Software

A2P Messaging: Navigating the Future of Business Communication

How Marketing Ops, Sales Ops, and RevOps Work Together to Help Your Business Grow

Fixing the Frame: How AI Can Enhance Satellite and CCTV Evidence Without Hallucination

Digital Advertising in 2025 is a Pyramid Scheme

10x Growth in 7 Months: How we Invest by Developing Software

Light-Mode

Classic

Newspaper

Dark-Mode

Neon Noir

Minty

HN StartUps