The GTM glossary
Plain-English definitions of the go-to-market terms sales, marketing, and RevOps teams use every day, with examples and FAQs.
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- A/B testing Marketing A/B testing compares two versions of a page, email, or ad by splitting traffic between them to see which one produces more of a chosen result.
- ABM advertising (ABM) ABM ABM advertising is paid media aimed only at a defined list of target accounts, so ad spend reaches the buying committee at companies you actually want to win.
- ABM campaign (ABM) ABM An ABM campaign is a time-boxed set of coordinated marketing and sales actions aimed at a specific group of target accounts to win meetings, pipeline, or expansion.
- ABM orchestration (ABM) ABM ABM orchestration coordinates timing, channels, and ownership across marketing and sales so each target account gets the right touch at the right moment.
- ABM platform (ABM) ABM An ABM platform is software that helps teams pick target accounts, run account-level campaigns, coordinate sales and marketing, and measure results by account.
- ABM strategy (ABM) ABM An ABM strategy is the plan for which accounts to pursue, who to reach inside them, what to say, and how sales and marketing will work together to win them.
- Above the fold Marketing Above the fold is the part of a web page visible without scrolling, and it decides whether a visitor stays, reads on, or leaves within seconds.
- Accelerators Sales Sales accelerators are tools, content, incentives, and tactics that shorten the time it takes to move a deal from first contact to closed-won.
- Account GTM Strategy & SaaS Metrics An account is a company, as opposed to an individual person, that you sell to or want to sell to, tracked as a single record in your CRM.
- Account coverage RevOps & Pipeline Account coverage measures how much of your target account list your team actively works, by assigned owner, contacts reached, and outreach activity, so no good-fit account is ignored.
- Account development representative Sales Development & Prospecting An account development representative (ADR) researches and opens conversations inside a defined list of target accounts, then hands interested buyers to an account executive.
- Account engagement ABM Account engagement is the level of interaction a company shows with your brand across all of its people, such as site visits, content views, email replies, and meetings.
- Account engagement score ABM An account engagement score is a number that summarizes how active a company is with your brand, adding up weighted actions from all its known contacts over time.
- Account enrichment Data & Enrichment Account enrichment adds missing company-level data, such as industry, size, tech stack, and hierarchy, to account records so teams can segment, score, and route them.
- Account executive (AE) Sales Development & Prospecting An account executive (AE) is the salesperson who runs deals from first qualified meeting to signed contract, including demos, negotiation, and closing.
- Account expansion ABM Account expansion is the work of growing revenue from existing customers by adding users, teams, products, or regions, rather than finding new logos.
- Account hierarchy Data & Enrichment An account hierarchy maps how parent companies, subsidiaries, and locations relate, so sales teams see the full buying group and avoid duplicate outreach.
- Account insights ABM Account insights are the useful facts and patterns you learn about a target company, such as priorities, structure, tech stack, and activity, that help you decide how to approach it.
- Account intelligence ABM Account intelligence is the ongoing collection and analysis of data about target companies, including their structure, needs, and activity, so teams can prioritize and engage them well.
- Account management Sales Account management is the practice of owning customer relationships after the sale to retain accounts, grow their spend, and keep customers satisfied.
- Account manager (AM) Sales An account manager (AM) owns the relationship with existing customers after the initial sale, working to retain them, solve problems, and grow their spend over time.
- Account mapping ABM Account mapping is the process of identifying the people, roles, relationships, and business context inside a target account so sales and marketing know who to engage and how.
- Account penetration ABM Account penetration measures how much of a customer account you have captured, by spend, products, teams, or locations, compared with what the account could buy from you.
- Account plan ABM An account plan is a written document that sets goals, stakeholders, opportunities, risks, and next actions for winning or growing one specific customer or target account.