B2B GTM Glossary

ThetermsTA'sclientsaskabout.

Tight definitions for the methods, roles, and systems behind a modern B2B revenue engine. Built for operators and buyers who want to understand the vocabulary before approving a build.

Method

Allbound GTM

The discipline of running outbound, inbound, ABM, and referrals as one orchestrated motion. The four channels share data through an engineering-built layer (Clay, the CRM, AI workf…

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Method

GTM Engineering

The discipline of building automated revenue systems instead of hiring more bodies. Defined by Clay in 2023 to describe operators who treat go-to-market like an engineering problem…

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Method

Revenue Engineering

Revenue engineering is the discipline of designing, connecting, measuring, and improving the data, targeting, messaging, CRM, and reporting systems that turn buyer signals into a r…

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Concept

Ideal Customer Profile (ICP)

The specific type of company most likely to buy your product, stay long-term, and refer others. Defined by firmographics (revenue, headcount, vertical), technographics (tech stack)…

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Technique

Enrichment Waterfall

A multi-provider sequence for completing missing data on a lead. Each provider runs in fallback order until a target field (email, phone, LinkedIn URL, company size) is populated.…

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Concept

Founder-Led Sales

A sales motion in which a founder remains directly involved in discovery, selling, and learning. It becomes a constraint when the motion depends on that founder to advance every de…

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Technique

Cold Email Infrastructure

The technical layer beneath any cold email campaign: dedicated sending domains, mailbox warmup, IP rotation, deliverability monitoring, inbox rotation. Determines whether emails re…

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Concept

Intent Data

Behavioral signals (job postings, technology installs, content engagement, search behavior) suggesting a company is in-market to buy. Once reliable. Effectiveness has declined shar…

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