Account-Based Marketing (ABM)
Marketing
A B2B strategy that treats a short list of high-value accounts as markets of one, coordinating personalised marketing and sales outreach to each buying committee.
Related: AI Go-To-Market Engineering
40 terms · Go-To-Market, sales, marketing and RevOps
Sales, Marketing & Go-To-Market Glossary
Plain-English definitions of the B2B sales, marketing, revenue operations and Go-To-Market terms founders and revenue teams use every day, with links to practical SM Mentors guidance.
Topics:
- Go-To-Market Strategy
- Sales Methodology
- Sales Execution
- Marketing
- Revenue Operations
- Metrics
- AI & Sales Technology
A
AI SDR
AI & Sales Technology
An AI-assisted sales development workflow that researches accounts, drafts personalised outreach and qualifies replies, with humans reviewing messages and owning conversations.
Related: AI Go-To-Market Engineering
Annual Recurring Revenue (ARR)
Metrics
The yearly value of recurring subscription or contract revenue, excluding one-off fees. A core health measure for SaaS and service retainers.
Related: Business Transformation
B
BANT
Sales Methodology
A qualification framework checking Budget, Authority, Need and Timeline before investing sales effort in an opportunity.
Related: AI sales training
Build, Operate, Transfer (BOT)
Go-To-Market Strategy
An engagement model where an advisor builds the sales system, operates it alongside the founder to prove it works, then transfers playbooks and ownership to the internal team.
Related: Build, Operate, Transfer
Business Transformation
Go-To-Market Strategy
A coordinated change in how people, processes and systems work to reach a new business outcome, such as predictable revenue or a shift from founder-led sales to a team.
Related: Business Transformation
Buyer Persona
Marketing
A research-based profile of an individual buyer role, describing goals, objections, information sources and decision criteria.
Related: AI Go-To-Market training
Buying Committee
Sales Methodology
The group of people who influence, evaluate and approve a B2B purchase, such as users, finance, IT and the economic buyer.
Related: AI sales training
C
Churn Rate
Metrics
The percentage of customers or revenue lost in a period. Reducing churn is often cheaper than winning equivalent new revenue.
Related: Business Transformation
Cold Outreach
Sales Execution
Contacting prospects with no prior relationship by email, phone or LinkedIn. It works best when targeting and the message are tightly matched to the ICP.
Related: AI Go-To-Market Engineering
CRM (Customer Relationship Management)
AI & Sales Technology
The system of record for contacts, accounts, deals and activities. A CRM is only as useful as the sales stages and data discipline behind it.
Related: AI native CRM
Customer Acquisition Cost (CAC)
Metrics
Total sales and marketing spend in a period divided by the number of new customers won in that period.
Related: Business Transformation
Customer Lifetime Value (LTV)
Metrics
The total gross margin a customer is expected to generate over the relationship. Compared with CAC to judge whether growth is profitable.
Related: Business Transformation
D
Demand Generation
Marketing
Marketing activity that creates awareness and interest in the problem you solve, building future pipeline rather than only capturing existing buyers.
Related: AI Go-To-Market training
Discovery Call
Sales Execution
An early sales conversation focused on understanding the prospect’s situation, pain, impact and decision process before presenting a solution.
Related: AI sales training
F
Founder-Led Sales
Go-To-Market Strategy
The stage where the founder personally sells. It validates the market, but becomes a growth bottleneck unless the process is documented and transferred.
Related: Build, Operate, Transfer
G
Go-To-Market Engineering
AI & Sales Technology
Designing and automating the data, workflows and tools behind a Go-To-Market motion, such as enrichment, routing, outreach sequencing and CRM updates.
Related: AI Go-To-Market Engineering
Go-To-Market Foundation
Go-To-Market Strategy
The core decisions and operating practices a Go-To-Market motion depends on: ICP, positioning, pricing, channels, sales process, CRM stages and pipeline metrics.
Related: Go-To-Market Foundation
Go-To-Market Strategy
Go-To-Market Strategy
The plan for how a company reaches and wins target customers: who to sell to, what to say, which channels to use, how to price and how sales and marketing work together.
Related: Go-To-Market Foundation
I
Ideal Customer Profile (ICP)
Go-To-Market Strategy
A description of the companies that get the most value from your offer and are most valuable to you, defined by industry, size, triggers and pain.
Related: Build, Operate, Transfer
Inbound Marketing
Marketing
Attracting buyers through useful content, search visibility and referrals so that they approach you, rather than you contacting them first.
Related: AI Go-To-Market training
L
Lead Scoring
Revenue Operations
Ranking leads by fit and engagement signals so sales effort goes to the prospects most likely to buy.
Related: AI native CRM
M
Marketing Qualified Lead (MQL)
Marketing
A lead marketing judges ready for sales attention based on agreed fit and engagement criteria.
Related: AI Go-To-Market training
MEDDICC
Sales Methodology
A qualification framework for complex deals: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion and Competition.
Related: AI sales training
Minimum Viable Product (MVP)
Go-To-Market Strategy
The smallest version of a product that lets you test a core value hypothesis with real users.
Related: AI MVP development
P
Pipeline Coverage
Metrics
The ratio of open qualified pipeline value to the revenue target for a period, used to judge whether there is enough pipeline to hit the number.
Related: AI Go-To-Market Engineering
Positioning
Marketing
How you define your offer relative to alternatives in the buyer’s mind: for whom, against what, and why you are the better choice.
Related: Go-To-Market Foundation
Pricing Strategy
Go-To-Market Strategy
How you package and price an offer to match buyer value, competitive alternatives and your margin goals.
Related: Go-To-Market Foundation
Product-Led Growth (PLG)
Go-To-Market Strategy
A Go-To-Market motion where the product itself, through free trials or freemium use, drives acquisition and expansion.
Related: AI MVP development
R
Revenue Leakage
Revenue Operations
Revenue lost through slow follow-up, untracked leads, discounting, poor handoffs or missed renewals rather than lack of demand.
Related: Business Transformation
Revenue Operations (RevOps)
Revenue Operations
The function aligning sales, marketing and customer success processes, data and tools around a single revenue view.
Related: AI Go-To-Market Engineering
S
Sales Cadence
Sales Execution
A planned sequence of touches across channels over a set period, used to reach and follow up with prospects consistently.
Related: AI Go-To-Market Engineering
Sales Cycle Length
Metrics
The average time from first qualified contact to closed deal. Shortening it usually depends on qualification and a clear mutual action plan.
Related: AI sales training
Sales Enablement
Sales Execution
Giving sellers the training, content, tools and coaching they need to run the sales process well.
Related: AI native LMS
Sales Playbook
Sales Execution
A documented guide to how your team sells: ICP, messaging, stages, qualification questions, objection handling and handoffs.
Related: Build, Operate, Transfer
Sales Qualified Lead (SQL)
Sales Execution
A lead sales has accepted as a real opportunity after confirming fit and need.
Related: AI sales training
Sales Velocity
Metrics
How fast pipeline turns into revenue: number of opportunities × win rate × average deal size ÷ sales cycle length.
Related: AI Go-To-Market Engineering
T
Total Addressable Market (TAM)
Go-To-Market Strategy
The total revenue opportunity if you won every possible customer. Useful for sizing, but your ICP defines where to start.
Related: AI Go-To-Market training
V
Value Proposition
Marketing
A clear statement of the outcome a customer gets, the problem it solves and why your approach is better than the alternatives.
Related: Go-To-Market Foundation
W
Win Rate
Metrics
The percentage of qualified opportunities that close as won in a period.
Related: AI sales training
Put these terms into practice
Knowing the vocabulary is the start. Use the free AI Go-To-Market Transformation Roadmap Generator to see which parts of your Go-To-Market Foundation need attention, or explore Build, Operate, Transfer for hands-on support from Pune and remotely across India.