Glossary
GTM terms, defined with opinions.
Not Wikipedia. Each entry is how we actually build it — antifragile systems that compound under stress.
Account Scoring
Rank accounts by fit and timing so reps work the right companies first.
Account Universe
The complete set of canonical companies your GTM system recognizes and tracks.
Agentic Workflows
AI agents that execute multi-step GTM tasks with tool access and human oversight.
Anti-Fragile GTM
GTM systems designed to improve under stress, not merely survive it.
Attribution Modeling
Assigning credit to GTM touchpoints that influenced a deal.
Canonical Company ID
A single stable identifier for a company across all domains and name variants.
Churn Signals
Indicators that an existing customer may be at risk of leaving.
Clay
Spreadsheet-native enrichment and research orchestration for GTM teams.
Cold Email Infrastructure
The domains, mailboxes, warmup, and monitoring that power outbound email at scale.
Contact Enrichment
Appending email, phone, title, and social data to person records.
CRM Decay
The gradual divergence of CRM data from operational reality as records age without refresh.
CRM Hygiene
Ongoing practices and systems that keep CRM data accurate and usable.
Custom Scrapers
Purpose-built web monitors that extract data no vendor provides.
Data Contracts
Formal agreements on field definitions, formats, and freshness between GTM systems.
Data Enrichment
Appending firmographic, contact, and technographic data to CRM records from external sources.
Data Lineage
Tracking where each data field originated and how it was transformed.
Deduplication
Identifying and merging duplicate records while preserving activity history.
Deliverability
The ability of outbound emails to reach recipients' inboxes.
Parallel Dialing
Calling multiple prospects simultaneously so reps connect with whoever answers first.
Persona Mapping
Defining the roles, titles, and seniority levels that matter for your sales motion.
Pipeline Attribution
Connecting marketing and sales activities to revenue outcomes.
Pipeline Velocity
The speed at which opportunities move through your funnel from creation to close.
Predictive Scoring
Using historical conversion data to forecast which accounts or leads will close.
Product Qualified Leads
Prospects whose product usage behavior indicates buying readiness.
Sales Velocity
The rate at which your team converts pipeline into revenue.
Scoring Decay
Reducing account or lead scores over time as signals and engagement go stale.
Sequence Personalization
Tailoring outbound email copy to each prospect using real evidence.
Signal Decay
The loss of relevance for a buying signal over time.
Signal Engine
An automated system that monitors, scores, and routes buying signals to reps.
Speed to Lead
The time between an inbound action and first rep contact.
TAM Sourcing
Building a complete, scored list of every account in your addressable market.
Tech Stack Independence
Building GTM systems that survive vendor changes without rebuilding from scratch.
Territory Assignment
Mapping accounts and reps to geographic, segment, or account-based territories.
Trigger Events
Specific occurrences that initiate an automated GTM workflow.
Warehouse First
Building GTM data pipelines in a warehouse before syncing to operational tools.
Waterfall Enrichment
Chaining multiple data providers until a field reaches acceptable coverage.
Webhook Routing
Intercepting CRM webhooks to apply custom logic before records are created or routed.
Win/Loss Analysis
Systematic review of why deals close or fail to improve GTM systems.