GTM as code is the practice of defining a revenue engine in version-controlled code rather than in a vendor's interface: data models, enrichment, scoring, routing, plays and AI agents declared in files, reviewed as diffs, and deployed with one command. It applies the infrastructure-as-code pattern to go-to-market.
The test is what the artifact is. If a change lives in a visual builder or a spreadsheet, there is no diff, no history of the system as a whole, and no way to replay a past run against new logic. If it lives in a repository, all three come for free.
It is also what makes an engine operable by an AI agent. An agent can read and write files and open a pull request; it cannot click through a canvas.
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