GTM ClubGTMap
Every GTM term, and how they connect.
52 terms across 7 categories. Hover to see what a term touches, click to read it.
Drag to pan · scroll to zoom · click a term
All terms
Concepts 12
- Buying committeeThe set of people who have to say yes, or at least not say no, before a deal closes. In B2B it is rarely one person.
- Buying signalAn observable event that suggests an account is more likely to buy now than last month: a hire, a funding round, a tool switch, a job post.
- DeliverabilityWhether your emails land in the inbox at all. The silent multiplier on every other outbound metric.
- EnrichmentTurning a name and a company into a usable record: verified email, phone, title, stack, headcount, and the signals around it.
- Go-to-marketEverything a company does to turn a product into revenue: who it sells to, how it reaches them, and who does the work.
- Ideal customer profileThe narrow description of the companies that buy fastest, pay most and stay longest. Narrow enough to exclude most of the market.
- Intent dataThird-party data about which accounts are researching a topic right now, inferred from content consumption across the web.
- PersonaThe person inside an ICP company who feels the pain, has the budget, or signs. Usually three different people.
- PipelineThe set of open opportunities, weighted by stage. The number everyone upstream of revenue is actually accountable for.
- PositioningThe one sentence about who the product is for, what it replaces, and why that audience would switch. Everything in outbound quotes it.
- TechnographicsWhich tools a company runs. The most reliable firmographic there is for B2B software, because a stack is a set of decisions already made.
- Value propositionThe specific outcome a specific persona gets, stated in their terms and numbers, not yours.
Motions 8
- Account-based marketingTreating a short list of named accounts as markets of one: the whole buying committee, several channels, a message built for that company.
- AllboundRunning inbound and outbound as one system: inbound signals feed outbound targeting, outbound content feeds inbound.
- Founder-led salesThe founder does the selling, personally, until the company knows what works well enough to hire someone to do it.
- InboundA motion where buyers come to you, pulled by content, search, community and word of mouth, and sales responds.
- OutboundA motion where you choose who to talk to and start the conversation, rather than waiting for them to find you.
- Partner-led growthA motion where other companies (agencies, integrations, resellers, communities) bring you the customer, in exchange for something.
- Product-led growthA motion where the product itself is the first salesperson: free tier or trial, self-serve signup, expansion driven by usage.
- Sales-led growthA motion where a salesperson is involved in nearly every deal: outbound finds it, discovery shapes it, an AE closes it.
Plays 8
- Breakup emailThe last step of a sequence: short, no pitch, permission to say no. Often the step with the highest reply rate.
- Intent-based outreachContacting an account because data says it is researching your category right now, and writing the message around that timing.
- Lookalike targetingBuilding the next list from what your best customers have in common, rather than from a job title and an industry.
- Multichannel sequenceA planned series of touches across email, LinkedIn and phone, spaced over two to three weeks, each with its own job.
- Signal-based prospectingOutbound that only fires on accounts showing a signal, instead of working the whole ICP list top to bottom.
- Trigger-based outreachReaching out because something specific just happened at the account, and saying so in the first line.
- Warm introGetting introduced to a prospect by someone they already trust: an investor, a customer, a former colleague, a community.
- Waterfall enrichmentAsking several data providers in sequence for the same contact, stopping at the first verified hit, so coverage compounds.
Channels 5
- Cold callingThe channel with the highest conversion per conversation and the lowest number of conversations per hour.
- Cold emailThe channel that scales furthest and forgives least: cheap to send, easy to ignore, and dependent on a domain you cannot burn.
- EventsIn-person or live channels: conferences, dinners, workshops, office hours. Expensive per contact, unmatched per conversation.
- LinkedIn outreachThe channel where the prospect can see who you are before they answer. Slower than email, warmer, and capped by LinkedIn itself.
- Video prospectingA short recorded video, made for one person, sent by email or LinkedIn. Impossible to mistake for a template.
Skills 7
- AI copywritingUsing language models to draft, personalise or score outbound copy at a scale a writer cannot. The skill is in the brief, not the button.
- CopywritingWriting a message a busy stranger reads to the end and answers. Short, specific, about them, with one clear ask.
- DiscoveryThe first real conversation: finding out what the prospect is trying to change, what it costs them, and who else is involved.
- Objection handlingAnswering "we already have a tool", "no budget" and "not now" without arguing, so the conversation continues.
- PersonalisationMaking one message provably about one reader. Relevance to their situation, not a merge field with their first name.
- QualificationDeciding, early and honestly, whether a deal can close: need, budget, authority, timing, and a reason to act now.
- SourcingTurning an ICP into a list of real accounts and real people, with the data a campaign needs and nothing it does not.
Roles 5
- Account executiveThe person who takes a qualified meeting through discovery, demo, proposal and close, and owns the number.
- GTM engineerA new role: someone who builds the automated system that finds accounts, enriches them, drafts the outreach and hands humans the replies.
- Head of SalesThe person accountable for the revenue number, and therefore for whether the outbound machine produces enough pipeline to hit it.
- RevOpsRevenue operations: the function that owns the systems, data and process the revenue team runs on. The CRM is theirs.
- SDRSales development representative: the person who starts conversations with cold accounts and hands qualified meetings to an AE.
Metrics 7
- Bounce rateEmails that could not be delivered, divided by emails sent. Above 2 or 3% and the domain starts paying for it.
- Customer acquisition costEverything spent on sales and marketing in a period, divided by customers won in it. The cost side of every motion decision.
- Meeting booked rateMeetings held divided by contacts reached. The SDR number, and the one that converts outbound effort into pipeline.
- Pipeline coverageOpen pipeline divided by the revenue target for the period. The number a Head of Sales checks before anything else.
- Positive reply rateReplies that say yes, maybe, or ask a question, divided by contacts reached. The number that actually predicts pipeline.
- Reply rateReplies divided by contacts reached. The first honest number in outbound, and still a vanity metric on its own.
- Win rateDeals won divided by deals that reached a real stage. The honesty check on everything upstream.