GTM Glossary
Plain definitions of the go-to-market terms B2B revenue teams search for, each answered in its first paragraph, with the questions buyers ask next and a link to the part of GTMify that does the work.
Plain definitions of the go-to-market terms B2B revenue teams search for, each answered in its first paragraph, with the questions buyers ask next and a link to the part of GTMify that does the work.
Account intelligence is the organized, current knowledge a revenue team holds about a single target company: its financial position, leadership, technology stack, strategic priorities, buying committee and recent events. Sellers and marketers use it to decide which accounts to pursue, who to contact inside each one, and what to say that is specific to that business.
Account research is the work of investigating a target company before contacting or meeting it. It gathers the company's priorities, financial position, leadership, buying committee, technology and recent news, so a seller can judge whether the account fits and open the conversation with something specific to that business.
Buying signals are observable actions or events suggesting that a company or person may be ready to purchase. They include visits to pricing pages, research on relevant topics, engagement with content, hiring for a related role, new funding and leadership changes. Revenue teams use buying signals to decide which accounts to contact first, and when.
A go-to-market system, or GTM system, is the connected set of data, tools, processes and people a company uses to find, reach, win and grow customers. It links targeting, signals, enrichment, content, outreach and reporting so each stage passes context to the next, which makes pipeline repeatable and measurable from one quarter to the next.
Intent data is information about the research behavior of companies and people that suggests interest in a product, service or topic. First-party intent comes from your own website and channels; third-party intent is collected across other websites and publishers. B2B teams use it to find accounts that are actively researching before those accounts make contact.
Market intelligence is the information a company gathers and analyzes about the market it sells into: its size, segments, growth, competitors, customer needs and buying trends. Go-to-market teams use it to choose which segments to target, define the ideal customer profile, size the opportunity and position the company against its competitors.
A revenue engine is the repeatable system a company uses to turn market demand into revenue. It connects marketing, sales and customer success through shared data, processes and technology, so pipeline is generated, converted and expanded predictably. The term treats revenue as the output of a designed system that is measured and improved over time.
Waterfall enrichment is a data enrichment method that queries several data providers in sequence to find a contact's email address, phone number, job title or company details. When the first provider returns nothing, the request passes to the next, and so on down the list, so the combined providers can fill gaps that any single source would leave.
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