GTM glossary:
sales and marketing terms defined
Short, plain definitions of the sales, marketing, RevOps and AI agent terms go-to-market teams use, each with an example and the questions people ask.
Find the right buyers
Who to sell to and how to reach them: lead generation, prospecting, your ICP and qualifying leads.
Lead generation
4 pages
Generating new sales leads, inbound and outbound.
Prospecting
7 pages
Finding and reaching the people most likely to buy.
Core guide: How do you prospect for sales?
ICP, personas and segmentation
6 pages
Defining who you sell to and splitting leads into groups that each get the right message.
- Ideal customer profile (ICP)
- Firmographics
- Buyer persona
- Technographics
- Lookalike audience
- Psychographics
Core guide: How to build a B2B ideal customer profile (ICP)
Lead scoring and qualification
5 pages
How to decide which leads deserve a sales conversation, and how to rank them.
Contact data and enrichment
7 pages
Finding work emails and the right people, reading confidence in the data, and keeping contact records accurate and lawful.
Finding decision-makers
6 pages
Working out who decides at a target company and how to reach them.
Core guide: Prospecting & customer records
Account-based selling
6 pages
Choosing target accounts and working them as a team.
- Account-based selling (ABS)
- Target account list (TAL)
- Account mapping
- Multi-threading
- Key account
- Account-based marketing (ABM)
Core guide: Prospecting & customer records
Reach out and follow up
Writing to buyers and keeping the conversation going: cold email, personalisation and sequences.
Cold email
4 pages
Writing cold emails and subject lines that get read and answered.
Core guide: Outreach content
Sequences and follow-ups
4 pages
Planning follow-ups and multi-touch outreach without wearing out a prospect.
AI and automation
AI in sales, AI agents, connectors and the automation behind a modern go-to-market team.
AI SDRs and AI sales agents
3 pages
What AI sales agents and AI SDRs do, where they help and where people stay in charge.
Core guide: The Pebbles Ai platform
Agentic go-to-market
3 pages
How teams plan, run and measure go-to-market work with AI agents.
Core guide: What is a GTM operating system (GTMOS)?
AI concepts explained
30 pages
Plain-English definitions of the ideas behind today's AI assistants, from neural networks and knowledge graphs to hallucination, grounding and AI governance.
- Neurosymbolic AIStart here
- Symbolic AI
- Machine learning
- Neural network
- Deep learning
- Generative AI
- Large language model (LLM)
- Transformer model
- Embeddings
- Context window
- Training data
- Knowledge representation
- Knowledge base
- Knowledge graph
- Ontology
- Rule-based system
- Expert system
- First-order logic
- Inference engine
- Automated reasoning
- Constraint satisfaction
- AI hallucination
- AI grounding
- Retrieval-augmented generation (RAG)
- Explainable AI (XAI)
- AI reasoning
- Causal reasoning
- Commonsense reasoning
- System 1 and System 2 thinking
- AI governance
MCP and AI connectors
4 pages
How AI assistants connect to the tools a go-to-market team already uses.
Core guide: Integrations
Run the sales team and pipeline
Sales basics, pipeline, CRM, metrics and the roles and tools of a sales team.
Sales strategy and process
10 pages
The basics of sales strategy and a repeatable sales process.
Sales techniques
17 pages
Pitching, discovery and handling objections.
- Sales pitch
- Objection handling
- Value proposition
- Cross-selling
- Upselling
- Consultative selling
- Sales methodology
- Elevator pitch
- Talk track
- Discovery call
- Video selling
- Sales acumen
- Sales demo
- Use case
- FAB technique
- Sales play
- Sales negotiation
Core guide: How to prepare for a sales call with AI
Pipeline and funnels
17 pages
Building, reviewing and moving deals through a sales pipeline.
CRM and customer records
7 pages
Keeping customer records clean and useful, and how a CRM fits with other sales tools.
Sales metrics
18 pages
The numbers sales teams track and how to calculate them.
- Sales key performance indicators (KPIs)
- Average selling price (ASP)
- Sales revenue
- Sales volume
- Expansion revenue
- Net revenue retention (NRR)
- Annual recurring revenue (ARR)
- Customer acquisition cost (CAC)
- Monthly recurring revenue (MRR)
- Average revenue per user (ARPU)
- Annual contract value (ACV)
- Customer retention
- Cohort analysis
- Sales forecasting
- Sales conversion rate
- Sales efficiency
- Sales analytics
- Sales dashboard
Core guide: The Pebbles Ai platform
Sales management and enablement
18 pages
Leading a sales team and giving it what it needs to sell.
- Sales enablementStart here
- Sales manager
- Sales performance incentive fund (SPIFF)
- Sales territory
- Sales collateral
- Sales productivity
- Sales quota
- On-target earnings (OTE)
- Sales compensation plan
- Sales coaching
- Sales kickoff (SKO)
- Ramp time
- Sales onboarding
- Sales gamification
- Sales performance management (SPM)
- Sales team structure
- End of quarter (EOQ)
- Sales culture
Sales roles and models
18 pages
The roles in a sales team and the ways teams sell.
- Sales engineerStart here
- Sales development representative (SDR)
- Inside sales
- Outside sales
- Business development representative (BDR)
- Chief sales officer (CSO)
- Tech sales
- Account executive (AE)
- Field sales
- High-ticket sales
- Sales executive
- Sales representative
- Corporate sales
- Financial sales
- Sales advisor
- Sales development
- SLED sales
- VP of sales
Go-to-market job titles
12 pages
What common marketing, sales and operations roles do.
By role
41 pages
One job title at a time, as the buyer you want to reach or as the job itself.
- Business analyst (BA)
- Chief financial officer (CFO)
- Chief human resources officer (CHRO)
- Chief information officer (CIO)
- Chief operating officer (COO)
- Chief technology officer (CTO)
- Compliance officer
- Customer success manager (CSM)
- Director of customer success
- Financial controller
- General counsel (GC)
- Head of engineering
- Head of sales
- Legal operations manager
- Management consultant
- Marketing director
- Marketing manager
- Marketing specialist
- Procurement manager
- Product manager (PM)
- Product marketing manager (PMM)
- Recruiter
- Retention specialist
- Risk manager
- Sales analyst
- Sales associate
- Sales coordinator
- Social media manager
- Vice president of marketing (VP of marketing)
- Account development representative (ADR)
- Account manager (AM)
- Event marketing manager
- Executive assistant (EA)
- HR director
- Implementation manager
- IT manager
- Operations manager
- SEO specialist
- Fractional CMO
- Fractional sales leader
- Independent sales representative
RevOps and tool choices
6 pages
How revenue teams choose, own and consolidate their go-to-market tools.
Strategy and marketing
Go-to-market strategy, B2B marketing, selling into industries and growing a startup.
Go-to-market strategy
6 pages
Planning how a product reaches its market.
B2B marketing and demand
20 pages
B2B marketing, demand generation and how marketing works with sales.
- Inbound salesStart here
- B2B email marketing
- Lifecycle marketing
- Growth marketing
- Share of voice (SOV)
- Demand generation
- Dark funnel
- Buyer journey
- Marketing automation
- Marketing operations (MOps)
- Marketing attribution
- Retargeting
- Social proof
- Landing page
- Event marketing
- Relationship marketing
- Search engine optimisation (SEO)
- Programmatic advertising
- Inbound marketing
- Behavioural analytics
More topics
10 pages
Smaller topics with a few pages each, with the topic named on each card.
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