Why US Manufacturing Startups Can’t Afford to Wing Their Go-To-Market Hiring

Manufacturing is coming home. With billions flowing into clean tech, semiconductors, advanced materials, and smart factories, the US is witnessing a full-blown industrial renaissance. But while production lines are being built from the ground up, many founders forget the other half of the equation: Go-to-Market (GTM) execution.

It doesn’t matter how advanced your tech is — if no one knows how to sell it, position it, or scale it, it dies in a warehouse.

And here’s the kicker: GTM talent is harder to find than engineers right now. In this post, we unpack why the rise in US-based manufacturing is creating a GTM hiring crunch — and why specialized recruiters are your best bet to win this next growth chapter.

1. Hardware Is Scaling. GTM Needs to Catch Up

There’s been a tidal wave of investment in US-based manufacturing: EV batteries, robotics, carbon capture, semiconductors, clean concrete, smart packaging — you name it. But most of these companies are built by engineers… not GTM operators.

That’s where the cracks start to show.

Common gaps:

• No Head of Sales even 12–18 months post-Series A

• Founders still running sales and partnerships directly

• Marketing that’s too technical or buried in jargon

• Weak ICP definition, no outbound motion, unclear pricing

The result? The tech is ready, but revenue lags. GTM roles are the missing link.

2. These Roles Are Harder to Hire Than You Think

The GTM talent pool in deeptech, climate, and manufacturing is shallow — especially for early-stage startups. You’re not just looking for any AE or marketer. You need someone who can:

• Sell complex products to technical buyers

• Understand long sales cycles and enterprise pilots

• Speak the language of ops leaders, not just procurement

• Work hand-in-hand with product and engineering

You’re essentially hunting for unicorns: part operator, part translator, part closer.

These folks don’t apply on job boards. They’re not looking. And when they are, they’re fielding 5 other offers from more established, better-branded companies.

3. GTM Isn’t Just Sales — It’s the Whole Growth Engine

If you’re only thinking about Account Executives, you’re missing the bigger picture.

Critical GTM roles include:

• Head of Revenue / Commercial Lead: Owns sales strategy, pricing, and deal structuring.

• Partnerships & BizDev: Unlocks distribution channels, strategic pilots, and supply chain partnerships.

• Marketing Lead / Growth Ops: Crafts the narrative, builds inbound funnels, and supports sales enablement.

• Customer Success / Deployment: Ensures activation, adoption, and retention — especially important for industrial clients with long onboarding timelines.

Every one of these roles touches growth. And the sooner you hire the right people, the sooner your business becomes more than just good tech.

4. Why DIY Hiring Doesn’t Work for GTM

Here’s the founder playbook: “We’ll just post on LinkedIn and see who applies.”

Spoiler alert: the best candidates don’t apply. And when they do, it’s usually because they’re between jobs — not because they’re the best fit.

What often goes wrong:

• Confusing titles (“Is this Sales, BizDev, or Partnerships?”)

• Unclear compensation structure (base vs commission vs equity)

• No defined ICP, TAM, or sales process for candidates to evaluate

• Vague or generic job descriptions (“fast-paced environment” = red flag)

If you’re serious about hiring world-class GTM talent, you need someone who knows how to go out and get them — not wait around hoping they show up.

5. A Recruitment Partner Can Be a Game-Changer

Hiring GTM roles isn’t just about filling seats. It’s about setting up your entire revenue motion for success. That’s why working with a recruitment agency that understands industrial tech and startup sales gives you a huge edge.

Here’s how we help:

• Craft compelling job descriptions that speak to top GTM talent

• Identify what type of GTM hire you need (hunter vs farmer, strategic vs tactical)

• Tap into passive networks of top-performing sales and marketing candidates

• Pre-close candidates by selling them on your mission, team, and product vision

• Help benchmark comp (especially critical for early-stage companies unsure about equity vs OTE)

Our job isn’t to spam your inbox with random LinkedIn profiles. We act as an extension of your founding team — sharpening your pitch, defining the role, and bringing the right people to the table who can turn your factory output into revenue.

Conclusion

Manufacturing might be coming back to the US, but GTM talent still feels like it’s on backorder.

If you're a founder or operator building in this space — whether you're post-Seed, pre-Scale, or mid-Ramp — you need to be thinking as much about sales as you are about sensors. Your ability to go to market will make or break your next stage of growth.

Let’s make sure you have the right people to unlock it.

FAQs

Q: What GTM roles should I prioritize first as a hardware startup?A: Typically, a Head of Commercial or Strategic Sales Lead comes first, followed by Marketing/Growth and Customer Success as you scale. Partnerships or BizDev leads are useful if channel strategy is key.

Q: Can I hire someone from SaaS to sell a hardware or manufacturing product?A: Sometimes — but be careful. Look for candidates who’ve sold complex, technical, or long-cycle deals. GTM in hardware is a different beast.

Q: How long does it take to hire a GTM leader?A: With the right recruiter, you can meet qualified candidates within 2–3 weeks. Without one, it can take 3–6+ months and cost you valuable time in the market.

Q: Isn’t using a recruiter expensive?A: Hiring the wrong GTM person costs way more — in lost deals, poor positioning, and internal churn. A good recruiter saves you time, lifts your brand, and lands candidates you wouldn’t reach on your own.

Q: What’s the best time to hire GTM roles?A: Before you need them. Don’t wait until you’re underwater with demand. Start building your GTM bench while the tech is still in development.