Framework
Build vs Run
Operating model distinguishing between building new systems (GTM Engineering) and running existing systems (RevOps).
The Build vs Run model became the dominant way to separate GTM Engineering and RevOps in 2025-2026. GTM Engineering = Build: design new systems, run experiments, prototype. RevOps = Run: governance, maintenance, optimization at scale.
The analogy: GTM Engineering is your product team, RevOps is your site reliability engineering team. Both needed, both specialized, both complementary.