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Glossary

Common terms used in GTM operations.

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A

ABM (Account-Based Marketing) Marketing strategy focused on targeting specific accounts rather than broad audiences. AE (Account Executive) Sales role responsible for demos, discovery calls, and closing deals.

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B

BANT Qualification framework: Budget, Authority, Need, Timeline. BDR (Business Development Representative) Sales role focused on outbound prospecting and meeting booking. Bounce Rate Percentage of emails that couldn’t be delivered. Buying Committee Group of people involved in a purchase decision.

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C

CAC (Customer Acquisition Cost) Total cost to acquire a new customer. Cadence The timing and frequency of outreach touchpoints. Connect Rate Percentage of calls where someone answers. CRM Customer Relationship Management system (e.g., HubSpot).

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D

DNC (Do Not Contact) Status for leads who have opted out of communication. Discovery Call Initial sales call to understand prospect needs.

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E

Enrichment Process of adding data to contact/company records.

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F

Firmographics Company-level data (size, industry, location, etc.). FTE (Full-Time Equivalent) Standard measure of employee count.

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G

GTM (Go-To-Market) Strategy and operations for bringing product to market.

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H

HubSpot CRM platform used for contact management, sequences, and reporting.

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I

ICP (Ideal Customer Profile) Definition of the perfect target customer. Intent Signal Behavior indicating buying interest (e.g., pricing page visit). InMail LinkedIn’s paid direct messaging feature.

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L

Lead A person or company identified as a potential customer. Lead Scoring System for ranking leads based on fit and engagement. Lifecycle Stage Where a contact is in the sales process (Lead → MQL → SQL → Opportunity → Customer).

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M

MQL (Marketing Qualified Lead) Lead that meets marketing criteria for sales handoff. Multi-threading Engaging multiple contacts at the same company.

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N

Nurture Long-term engagement for leads not ready to buy.

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O

OOO (Out of Office) Auto-reply indicating someone is unavailable. Open Rate Percentage of emails that were opened.

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P

Persona A specific type of buyer or job role. Pipeline Collection of deals in various stages of the sales process.

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R

Reply Rate Percentage of emails that received a response. Round Robin Assignment method that distributes leads evenly.

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S

Sales Navigator LinkedIn’s premium sales tool for prospecting. Sequence Automated series of outreach touchpoints. SQL (Sales Qualified Lead) Lead accepted by sales as worthy of pursuit. SLA (Service Level Agreement) Commitment for response time or action completion.

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T

TAM (Total Addressable Market) Total potential market for a product. Technographics Technology stack data for companies. Trigger Event that initiates outreach (e.g., funding, new hire).

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V

Voicemail Drop Pre-recorded message left automatically when call goes to voicemail.

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W

Waterfall Sequential data enrichment from multiple sources. Warm-up Process of establishing email sender reputation.