GTM Glossary

Comparing two versions of something to see which performs better.

A framework for measuring startup growth: Acquisition, Activation, Retention, Revenue, Referral.

A B2B strategy that focuses resources on specific target accounts.

The percentage of signups who complete key actions that indicate they've experienced product value.

The point when a user first realizes the value of your product.

The value of recurring revenue normalized to a one-year period.

The average amount of revenue generated per user in a given period.

Businesses that sell products or services to other businesses.

Businesses that sell products or services directly to consumers.

The number of months it takes to recover the cost of acquiring a customer.

A prompt encouraging users to take a specific action.

The percentage of customers who stop using your product in a given period.

Reaching out to prospects with no prior relationship.

A sustainable competitive advantage that protects your business from competitors.

Creating and distributing valuable content to attract and engage an audience.

The percentage of users who take a desired action.

The amount you pay each time someone clicks on your ad.

The cost to reach 1,000 people with your ad.

The total cost of acquiring a new customer, including all marketing and sales expenses.

The ratio of daily active users to monthly active users, indicating engagement stickiness.

Publicity and exposure gained through PR, press coverage, and word-of-mouth.

A business model offering a free basic tier with paid premium features.

The strategy and plan for launching a product and acquiring customers.

A self-reinforcing cycle where growth begets more growth.

A detailed description of the type of company or person who would benefit most from your product.

Partnering with influential people to promote your product to their audience.

A standalone web page designed to drive a specific conversion.

Ranking leads based on their likelihood to become customers.

The total revenue you can expect from a single customer over the entire duration of their relationship with your business.

The ratio comparing customer lifetime value to the cost of acquiring that customer.

A lead deemed more likely to become a customer based on marketing engagement.

The stages a potential customer goes through from awareness to purchase.

The simplest version of a product that can be released to validate learning.

The predictable revenue a subscription business can expect every month.

A measure of customer loyalty based on how likely they are to recommend your product.

A series of automated emails designed to move leads toward a purchase.

Traffic or growth that comes naturally without paid advertising.

Traffic or awareness generated through paid advertising channels.

An advertising model where you pay each time someone clicks your ad.

The earliest funding stage, typically before product-market fit.

A growth strategy where the product itself drives customer acquisition and expansion.

The point where your product satisfies a strong market demand.

Showing ads to people who have already visited your website or interacted with your brand.

The percentage of customers who continue using your product over a period.

The revenue generated for every dollar spent on advertising.

A lead vetted by sales as having genuine potential to become a customer.

A growth strategy where sales teams drive customer acquisition.

Paid advertising on search engines to appear at the top of search results.

The practice of optimizing your website to rank higher in search engine results.

The first significant round of venture capital financing after seed.

The portion of TAM that your product can realistically serve.

The realistic market share you can capture in the near term.

Evidence that others trust and use your product.

Software delivered over the internet with subscription-based pricing.

Top, Middle, and Bottom of Funnel - stages of buyer awareness.

The total market demand for your product if you captured 100% of the market.

Tags added to URLs to track marketing campaign performance.

The number of new users each existing user generates through referrals or sharing.