GTM & RevOps
Go-to-market strategy, revenue operations, and the systems that align sales, marketing, and customer success around pipeline.
Annual Recurring Revenue
A key SaaS metric representing the total value of all active, recurring revenue contracts normalized to a one-year period, excluding one-time fees.
B2B content marketing
B2B content marketing is the strategic creation and distribution of valuable, relevant content to attract and retain a professional audience and drive profitable customer action.
Bowtie funnel
A revenue model visualizing the customer lifecycle as two mirrored funnels, combining pre-sale acquisition with post-sale expansion, adoption, and advocacy.
Cross-selling
Cross-selling is the sales practice of selling an additional, different product or service to an existing customer to expand the account relationship.
Deal velocity
A composite metric measuring the speed at which qualified opportunities convert into closed-won revenue, indicating overall sales efficiency.
Demand creation
Demand creation is a marketing strategy focused on generating awareness and interest in a product or category among buyers who are not yet actively looking for a solution.
Demand generation
Demand generation is the marketing discipline focused on creating awareness and active interest for a product category before any direct sales engagement.
Go-to-market strategy
A go-to-market strategy is an organization's plan for bringing a new product or service to market, detailing target customers, messaging, and sales channels.
GTM motion
A GTM motion is a company's distinct, repeatable strategy for acquiring a specific type of customer, such as sales-led, product-led, or channel-led.
Inbound marketing
Inbound marketing is a strategy that attracts potential customers through valuable content and tailored experiences rather than interrupting them with ads.
Lead nurturing
Lead nurturing is the process of building relationships with potential buyers who are not yet ready to purchase by providing them with relevant, timely information.
Leads management
Leads management is the systematic process of capturing, qualifying, nurturing, and routing new business inquiries to create sales-ready opportunities.
Marketing Operations
Marketing Operations is the functional discipline responsible for the technology, data, processes, and analytics that enable marketing teams to operate efficiently and scale.
Net Revenue Retention
A metric that measures the percentage of recurring revenue retained from existing customers over a period, including revenue expansion, contraction, and churn.
Pipeline coverage
A key sales metric that measures the ratio of a team's qualified pipeline value against its revenue quota for a specific period.
Product Qualified Lead
A Product Qualified Lead (PQL) is a prospective customer who has demonstrated buying intent through significant engagement with a product's free trial or freemium version.
Product-Led Growth
Product-Led Growth (PLG) is a go-to-market strategy where the product itself drives user acquisition, expansion, and retention through a self-serve model.
Revenue architecture
Revenue architecture is the strategic design of a company's end-to-end system for generating predictable growth, aligning teams, processes, and technology.
Revenue engine
A revenue engine is the integrated system of processes, teams, and technology that a company uses to generate predictable and scalable growth.
Revenue Operations
A strategic function that unifies sales, marketing, and customer success operations to manage the end-to-end revenue process and drive predictable growth.
Revenue tech stack
A revenue tech stack is the integrated set of software tools that support an organization's entire revenue engine, from marketing to sales to customer success.
Sales cycle
The sales cycle is the full sequence of stages a prospect moves through, from initial contact with a sales team to a signed contract.
Sales Operations
Sales Operations is the functional discipline that supports a sales organization with process, tools, data, and analytics to improve productivity and effectiveness.
Sales-Led Growth
Sales-Led Growth (SLG) is a go-to-market strategy where revenue is primarily driven by the direct, proactive efforts of a sales team engaging prospective customers.
Upselling
Upselling is a sales strategy focused on persuading an existing customer to purchase a more advanced or feature-rich version of a product they already use.