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GTM GLOSSARY

The GTM terms we use,
defined plainly.

Plain definitions of the GTM terms we use every week, from ICP and TAM to SPF, DKIM and DMARC, with how each one shows up in our own client work.

A

Account-based marketing (ABM)Account-based marketing (ABM) is a B2B approach that picks a list of named target accounts first, then aims sales and marketing at those accounts together.

B

B2B outboundFULL GUIDEReaching companies that have not come to you yet, by cold email, LinkedIn and sometimes the phone, to start a sales conversation.Bounce rateBounce rate is the share of sent emails that could not be delivered.Buying committeeA buying committee is the group of people at one company who take part in a B2B purchase decision.Buying signalsFULL GUIDEEvents you can observe that make an account more likely to need what you sell right now.

C

Catch-all emailA catch-all (or accept-all) domain is set up to accept mail sent to any address at that domain, whether or not the mailbox exists.Claude for GTMFULL GUIDERunning your go-to-market from one Claude brain at the centre of the stack, with people keeping the strategy and the approvals.CRM hygieneCRM hygiene is the ongoing work of keeping CRM data accurate, complete and free of duplicates.

D

Data enrichmentData enrichment adds missing information to the records you already have.

E

Email deliverabilityEmail deliverability is whether your emails reach the inbox, rather than spam or nowhere at all.Email sequenceAn email sequence is a set of emails sent to a prospect automatically, in order, with a set gap between each.Email verificationEmail verification checks whether an address can receive mail before you send to it.Email warm-upEmail warm-up builds a new inbox's sending reputation by starting with a few emails a day and raising the number slowly.

G

Go-to-market (GTM)Go-to-market (GTM) is the plan and the machinery a company uses to reach buyers and turn them into revenue.GTM engineerFULL GUIDEThe person who designs, builds and runs the system a revenue team uses to find buyers, reach them and keep the pipeline clean.GTM engineeringFULL GUIDEThe work of designing, building and maintaining the system a company uses to find, reach and convert buyers.GTM tech stackFULL GUIDEThe set of tools a company uses to find buyers, reach them and turn their replies into pipeline.

I

Ideal customer profile (ICP)An ideal customer profile (ICP) describes the type of company that gets the most value from what you sell and is most likely to buy it.Intent dataIntent data is information suggesting that a company or person is researching a problem or a purchase.

L

Lead list buildingLead list building is the work of turning an ICP into a list of real people you can contact.Lead scoringLead scoring ranks leads by how likely they are to buy, so sales spends its time on the best ones first.

M

MQL and SQLAn MQL (marketing qualified lead) is a lead that marketing judges ready for sales attention.Multichannel outreachMultichannel outreach contacts the same prospect on more than one channel, usually email, LinkedIn and phone, as one coordinated sequence.

P

Pipeline velocityPipeline velocity measures how fast revenue moves through your sales pipeline, usually as revenue per day.

R

Reply rateReply rate is the share of prospects who answer an outbound message, and the main health number for cold outbound.Revenue operations (RevOps)Revenue operations (RevOps) is the function that runs the systems behind sales, marketing and customer success as one: the CRM, the data, the routing and the reporting.

S

Sales development representative (SDR)A sales development representative (SDR) is the person who opens new conversations with prospects and books meetings for account executives.Secondary domainA secondary domain is a close variant of your brand's domain, bought only for outbound email, such as getacme.com for a company at acme.com.Signal-based sellingFULL GUIDEOutreach timed by something that happened at an account, where the signal decides when you write and what the first line says.SPF, DKIM and DMARCSPF, DKIM and DMARC are three DNS records that prove an email comes from the domain it claims.

T

Total addressable market (TAM)Total addressable market (TAM) is the full revenue opportunity for your product if you won every account that could buy it.

W

Waterfall enrichmentWaterfall enrichment looks for a data point across several providers in turn, stopping at the first one that returns a good result.
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