The B2B GTM Glossary

Working definitions for the terms that actually come up in founder conversations about revenue. No fluff, no marketing-speak, no recycled Wikipedia entries.

The B2B GTM Glossary

A

A/B Testing

ABM (Account-Based Marketing)

Account Executive (AE)

Account-Based Marketing (ABM)

AI SDR

Annual Contract Value (ACV)

Annual Recurring Revenue (ARR)

Appointment Setting

Average Revenue Per Account (ARPA)

B

B2B (Business-to-Business)

B2C (Business-to-Consumer)

BANT

Battlecard

BDR (Business Development Rep)

Bottom of Funnel (BOFU)

Buyer Persona

C

CAC (Customer Acquisition Cost)

CAC Payback Period

CBM (Contact-Based Marketing)

CES (Customer Effort Score)

Churn Rate

CLV / LTV (Customer Lifetime Value)

Cold Email

Cold Outreach

CSAT (Customer Satisfaction Score)

D

Demand Generation

Discovery Call

E

Embedded Team

Expansion MRR

Expansion Revenue

F

Firmographic Filtering

Firmographics

Flywheel

Fractional GTM

Funnel

G

GEO (Generative Engine Optimization)

I

ICP (Ideal Customer Profile)

Intent Data

M

Monthly Recurring Revenue (MRR)

Multi-Threading

N

Net Promoter Score (NPS)

Net Revenue Retention (NRR)

O

Outbound Sales

P

PMF (Product-Market Fit)

Q

Quota

R

Reply Rate

RevOps (Revenue Operations)

S

Sales Cycle

SAM (Serviceable Addressable Market)

SDR (Sales Development Rep)

Sequence

Signal-Based Selling

SOM (Serviceable Obtainable Market)

T

TAM (Total Addressable Market)

W

Win Rate

The B2B GTM Glossary

A

A/B Testing

ABM (Account-Based Marketing)

Account Executive (AE)

Account-Based Marketing (ABM)

AI SDR