The GTM Glossary

ABM orchestration is the coordinated execution of data-driven, multichannel campaigns designed to engage high-value target accounts with the right message at the right time.

In B2B sales and marketing, an account refers to a business organization that represents a current or potential customer relationship.

Account-Based Everything (ABE) is an enterprise-wide strategy that aligns marketing, sales, and customer success teams to focus all resources on a defined set of high-value target…

Account-Based Marketing (ABM) is a strategic B2B approach where marketing and sales resources concentrate on a specific set of high-value target accounts rather than casting a…

Account-Based Marketing (ABM) software is a category of technology platforms that enable businesses to identify, target, and engage specific high-value accounts with personalized…

Account-Based Sales (ABS) is a strategic B2B sales methodology where sales teams focus resources on a defined set of high-value target accounts rather than pursuing large volumes…

Account-Based Sales Development (ABSD) is a strategic sales model where sales development representatives work alongside marketing to target specific high-value accounts as…

Account-Based Selling (ABS) is a strategic B2B sales methodology where sales and marketing teams collaborate to target a select group of high-value accounts with personalized…

An Account Development Representative (ADR) is a sales professional focused on building and expanding long-term relationships with a company's most important existing clients.

An Account Executive (AE) is a sales professional responsible for managing client relationships and driving revenue through new customer acquisition and deal closure.

Account management is the strategic, post-sales discipline of nurturing relationships with existing customers to drive retention, satisfaction, and revenue growth.

Account mapping is the process of visually charting a target company's organizational structure, key stakeholders, and their internal relationships.

Accounts payable (AP) represents the money a company owes to vendors and suppliers for goods and services purchased on credit.

Affiliate marketing is a performance-based advertising model where businesses pay external partners, called affiliates, a commission for generating sales or qualified leads.

Agentic workflows are multi-step AI operations where autonomous agents execute tasks, make decisions, and invoke tools to accomplish complex objectives.

An AI Agent is an autonomous artificial intelligence system that can perceive its environment, make decisions, and take actions to accomplish specified goals.

AI data enrichment is the process of using artificial intelligence and machine learning to enhance existing datasets with additional information from external sources.

An AI sales agent is an intelligent software system that handles core selling activities including prospecting, lead qualification, personalized outreach, and follow-up management…

An AI sales script generator is a tool that uses artificial intelligence and natural language processing to create personalized, persuasive sales scripts.

An AI SDR (Sales Development Representative) is an artificial intelligence system that automates the prospecting and outreach functions traditionally performed by human SDRs.

Annual Recurring Revenue (ARR) is a metric that represents the predictable, recurring revenue a subscription-based company expects to receive from its customers over a one-year…

An Application Programming Interface (API) is a set of definitions and protocols that enables different software applications to communicate with one another.

An Applicant Tracking System (ATS) is software that helps recruiters and employers manage candidates throughout the hiring process.

Application Performance Management (APM) involves monitoring and managing software application performance, availability, and user experience.

Audience targeting is the practice of segmenting broad potential customer groups into smaller, more specific segments based on criteria like demographics, behaviors, interests,…

Average Revenue Per User (ARPU) is a metric that measures the average revenue a company generates from each user or subscriber within a specific period, typically monthly or…

The Awareness Buying Stage is the initial phase of the buyer's journey where potential customers first recognize they have a problem or need but haven't yet clearly defined it.

B2B data refers to information that benefits business-to-business companies, particularly their sales, marketing, and revenue operations teams.

B2B data enrichment is the process of enhancing raw business data with additional information to create more valuable, complete datasets.

B2B data erosion refers to the gradual degradation of business-to-business data accuracy and quality over time.

A B2B data platform is specialized software that enables businesses to manage, integrate, and analyze data from business-to-business interactions.

B2B intent data is information about web users' content consumption and behavior that reveals their interests, current needs, and active buying signals.

B2B intent data providers are specialized companies that collect and analyze behavioral data to reveal the purchasing intent of businesses.

B2B marketing attribution is a methodology for tracking and evaluating which marketing touchpoints influence a business prospect's journey from initial awareness to becoming a…

B2B sales, or business-to-business sales, refers to the process of selling products or services from one company to another.

B2C2B, or Business-to-Consumer-to-Business, is a go-to-market strategy where companies first acquire individual users within target organizations, then leverage those users to…

Behavioral analytics is the practice of collecting and analyzing data about how users interact with products, websites, and applications.

Big data refers to datasets so large, fast-moving, or varied that traditional data processing tools cannot handle them effectively.

Bottom of the funnel (BoFu) refers to the final stage of the buyer's journey where prospects are actively evaluating solutions and preparing to make a purchase decision.

Bounce rate measures the percentage of visitors who land on a webpage and leave without taking any additional action, such as clicking a link, submitting a form, or navigating to…

A brag book is a curated collection of professional accomplishments, credentials, and evidence of success that sales professionals and job seekers use to demonstrate their value.

Business continuity encompasses the planning, preparation, and capabilities that enable an organization to maintain critical operations during and after disruptive events.

A Business Development Representative (BDR) is a sales professional focused on generating qualified opportunities for an organization.

Business-to-business (B2B) describes commercial transactions and relationships between companies rather than between a company and individual consumers.

A buyer is an individual or role responsible for evaluating and acquiring products or services on behalf of an organization.

Buyer intent measures the likelihood that a prospect is actively considering a purchase based on their observed behaviors and engagement patterns.

Buyer intent data is information that reveals when prospects are actively researching solutions, what products and services interest them, and how far along they are in their…

Buyer's remorse is the feeling of regret, anxiety, or doubt that occurs after making a purchase decision.