GTM & buying signals glossary

Account-based marketing (ABM) is a B2B go-to-market strategy that concentrates marketing and sales resources on a defined set of high-value target accounts, treating each account as a market of one. Instead of casting a {...}

An AI SDR is software that automates the sales development work a human SDR normally does — prospecting, account and contact research, message personalization, and outbound outreach — usually driven by buying signals or {...}

BANT is a sales qualification framework used to quickly assess whether a prospect is worth pursuing. The acronym stands for Budget (can they afford it), Authority (are you talking to a decision-maker), Need (do they {...}

A buying committee — also called a buying group — is the set of stakeholders inside an organization who collectively evaluate, influence, and approve a B2B purchase. For a complex solution it typically includes 6 to 10 {...}

A go-to-market (GTM) strategy is the plan for how a company will reach its target customers and convert them into revenue. It answers who you're selling to, what problem you solve for them, how you'll position and price {...}

A GTM engineer is a technical go-to-market role that builds and automates the systems connecting data, signals, enrichment, and outreach across the GTM stack — part revenue operations, part software engineer. Instead of {...}

An ideal customer profile (ICP) is a definition of the type of company most likely to become a high-value, long-retained customer — described by firmographics like industry, size, and revenue, technographics like the {...}

Intent data is behavioral signal — things like content consumption, keyword and topic surges, and web visits — used to infer that an account is actively researching a category and may be moving toward a purchase. It's {...}

A marketing qualified lead (MQL) is a lead that has shown enough engagement and fit to be judged more likely than an average contact to become a customer — and therefore worth passing from marketing toward sales. MQL {...}

MEDDIC is a B2B sales qualification framework used to decide whether an enterprise deal is real and worth pursuing. The acronym stands for Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, and {...}

Product-led growth (PLG) is a go-to-market strategy in which the product itself is the primary driver of customer acquisition, conversion, and expansion — rather than a sales or marketing team. Users typically start {...}

Revenue operations, or RevOps, is the practice of unifying the operations, data, systems, and processes behind marketing, sales, and customer success into a single function accountable for the entire revenue lifecycle. {...}

A sales engagement platform (SEP) is software that helps sales reps plan, execute, and track their outreach to prospects across channels — email, phone, LinkedIn, and text — usually through structured, multi-step {...}

Sales intelligence is the practice — and the category of software — of gathering, analyzing, and applying information about prospects and accounts to sell more effectively. It spans the data itself (company {...}

A sales qualified lead (SQL) is a prospect that the sales team has evaluated and accepted as ready for a direct, active selling conversation. It has moved past marketing's judgment of interest (the MQL stage) and been {...}

Signal-based selling is a go-to-market approach where teams trigger outreach off real buying signals — observable events like a funding round, a key hire, a leadership change, or a new tool in an account's stack — {...}

Total addressable market (TAM) is the total revenue opportunity that exists for a product or service if it captured 100% of its market. It's the widest possible measure of demand — every potential buyer, spending at {...}

Trigger events are discrete, dated occurrences at a target account — a funding round, a key hire, a leadership change, an expansion, a product launch — that create a fresh reason and a clear window to reach out. Unlike {...}