GTM Glossary
Plain-English definitions of go-to-market terms, with the angle that matters: how to tell if yours is broken.
Take the diagnostic- Product-market fit (PMF) →Product-market fit is the moment when buyers actively seek you out instead of being persuaded.
- Ideal Customer Profile (ICP) →An Ideal Customer Profile is a precise description of the buyer most likely to purchase, succeed with, and stay on your product.
- Go-to-market strategy →A go-to-market strategy is the specific plan for how you turn a product into revenue.
- Positioning →Positioning is how your product occupies a distinct place in the buyer’s mind.
- Founder-led sales →Founder-led sales is the period when the founder personally closes deals because there’s no playbook for anyone else to follow.
- Pricing strategy →A pricing strategy is the deliberate decision about how much to charge, how to package, and how to evolve both as the product matures.
- Sales motion →A sales motion is the repeatable sequence by which deals get closed: who buys, how they’re reached, who closes them, and at what cost.
- Repeatable sales →Repeatable sales means a second person can close deals using the playbook the founder used.
- Demand generation →Demand generation is the work of creating awareness, interest, and intent in buyers who don’t yet know they need your product.
- Inbound vs outbound →The choice between inbound and outbound is a false binary.
- Net revenue retention (NRR) →Net revenue retention is the percentage of revenue you retain from existing customers over a period, including expansion, contraction, and churn.
- Bottoms-up vs top-down GTM →Bottoms-up is not a sales category.