GTM Glossary
Essential Go-to-Market terms and concepts explained. Master the vocabulary that drives revenue growth.
Average Contract Valuearrow_forward
The average annualized value of customer contracts. ACV helps GTM teams understand deal size, segment economics, and how pricing and packaging impact revenue.
Churn Ratearrow_forward
The rate at which customers or recurring revenue is lost over a period. A foundational retention metric that directly impacts LTV, growth efficiency, and long-term revenue health.
Customer Journeyarrow_forward
The complete path a customer takes from first awareness through purchase and beyond.
Customer Acquisition Costarrow_forward
The total cost required to acquire a new customer, calculated by dividing sales and marketing expenses by the number of new customers acquired.
Customer Lifetime Valuearrow_forward
The total revenue a business can expect to earn from a single customer throughout their entire relationship—critical for determining sustainable acquisition spend.
Ideal Customer Profilearrow_forward
A definition of the companies that are the best fit for your product—most likely to buy, adopt successfully, retain, and expand—used to guide targeting, messaging, and qualification.
Lead Qualificationarrow_forward
The process of evaluating and scoring potential customers to determine their likelihood of becoming paying customers.
Marketing Qualified Leadarrow_forward
A lead that meets marketing-defined criteria indicating higher likelihood to buy, based on engagement, fit, and/or intent signals—often used as a handoff point from marketing to sales.
MEDDIC Scoringarrow_forward
A systematic qualification framework that scores sales opportunities across six critical elements—Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, and Champion—to predict deal success and prioritize pipeline.
Net Revenue Retentionarrow_forward
A retention and expansion metric that measures how revenue from existing customers changes over time, including expansions, contractions, and churn.
Pipeline Velocityarrow_forward
A metric that measures how quickly pipeline turns into revenue, commonly calculated as (opportunities × average deal size × win rate) ÷ sales cycle length.
Sales Cycle Lengtharrow_forward
The time it takes for an opportunity to progress from creation or qualification to closed-won. A key sales efficiency metric that influences forecasting, planning, and pipeline velocity.
Sales Pipelinearrow_forward
A structured view of opportunities moving through defined sales stages—from first contact to closed-won or closed-lost—used to manage execution, diagnose bottlenecks, and forecast revenue.
Sales Qualified Leadarrow_forward
A lead that has been qualified by sales as a credible opportunity—typically confirming fit, need, urgency, and a path to purchase—before entering active pipeline execution.
Win Ratearrow_forward
The percentage of closed opportunities that become closed-won, typically calculated as closed-won ÷ (closed-won + closed-lost). A core metric for forecasting and sales effectiveness.