Go-to-Market Glossary: Terms and Definitions You Should Know

go to market strategy

Are you a sales or marketing professional? Do you feel like you’re constantly juggling two different worlds and trying to keep up with the ever-changing technologies?

Did you know that there are some common terms in these fields that may not mean what you think they do? Whether your company is B2B, B2C, or both, this go-to-market strategy glossary has an extensive glossary for all of those acronyms.

You’ll be able to find definitions for go-to-market terms such as PAS and CVW without having to Google them. If it’s been a while since your last go-to-market session, now is the perfect time to brush up on these key terms!

a go to market strategy

Go-to-Market strategy terms starting with "A"

A/B Testing

If you want to improve your go-to-market efforts, A/B testing might come in handy. This is the process of comparing two variations on a variable (elements) and seeing which performs best for an outcome. The changes can be anything like copy or call-to-action. Still, they must be well-vetted before implementation so this doesn’t result in disaster.

Above the Fold

The section of your website that greets users when they land on a page is called the “above-the-fold.” It’s generally defined as content in this area visible before scrolling down. Ideally, you want it to convey what an organization does and its associated benefits.

Account Based Marketing (ABM)

Account-based marketing is a more straightforward approach to B2B sales. Companies work with their best customers, targeting them and turning those high-value accounts into buyers. With information abundance on our hands, we need only focus where it counts: who has time for anything else?

This means part of your go-to-market strategy is focusing all of your attention (and resources) into reaching out directly or indirectly through CRM systems like Salesforce when selling products or services. After all, if you have good customer data, nothing can stop you from winning deals!

Ad Servers

Ever wonder how your ads are placed on the internet? Ad servers make it easy for advertisers to place their bids and monitor each campaign’s progress. With automated tools, they can select which web pages will offer you maximum exposure!

Affiliate Marketing

Affiliates are rewarded for each customer they bring. This marketing strategy is performance-based, so brands provide affiliates with discounts or payments based on the number of visitors their own efforts generate, making it more enticing to work harder to increase your earnings potential! Don’t discount affiliates from your go-to-market strategy. They can quickly help you expand your reach.

Agile Marketing

Marketing that utilizes agile methodologies is an approach to marketing where there are self-organized, cross-functional teams working in frequent iterations with continuous feedback.

Agile Sales

Agile sales took several project management strategies from the technology space, such as sprints, daily stand-ups, constant iteration, then applied them to running a sales team. This methodology helps sales teams be more flexible by working outside of traditional hours, for instance.

It also encourages data-driven decision-making because every day’s outcome affects future plans based on previous days. This means no one can afford any lost opportunity or wasted time if they think critically about their approach throughout each segment of workday progress!

AIDA Framework

AIDA stands for Awareness, Interest, Desire, and Action, which is a framework. It identifies the stages people go through when deciding on what product or service to purchase. Commonly used this in digital marketing strategies such as Facebook ads because of its ability at capturing attention among users with links leading them into other pages where you can make your offer more personalizing.

  • Awareness: It’s creating brand awareness or affiliation with your product or service.
  • Interest: generating interest in the value of your product or service. If you have enough, it will encourage a buyer to start researching further.
  • Desire: To create content that people can’t help but fall in love with. To show your brand personality and make them want to transition from liking what you’re selling into wanting it for themselves!
  • Action: This is your moment. Create a relationship with the buyer that will be long-lasting and lucrative for both of you, so don’t waste it! Take advantage by getting them interacting in some way – whether through booking a demo or creating an account–whatever they are most comfortable doing at this point can work towards success later down the line when their needs change again…or not 😉

AMP (Accelerated Mobile Pages)

AMP (originally an acronym for Accelerated Mobile Pages) is an open-source HTML framework created by the AMP Open Source Project. It was originally developed by Google as a response to Facebook Instant Articles and Apple News. AMP was designed to speed up web page loading on mobile devices.


Analytics is the process of discovering, interpreting, and communicating significant patterns in data. Analytics helps us see insights that we might not otherwise detect. For example, how many people like a specific post on LinkedIn or how many people downloaded your eBook.

Business analytics focuses on using these findings derived from numbers with meaning to make more informed decisions. This can help organizations increase sales while reducing costs at an optimum level, such as managing inventory levels when it comes to pricing strategy because you’ll know exactly where everything needs to go!

Annual Recurring Revenue (ARR)

Not to be confused with the Accounting Rate of Return, this figure represents how much a company is set to earn through subscription contracts in a 1-year period. In order for ARR to be useful, you need to have your contracts set for at least 12-months, or the majority lasting at least 1 year or longer.

Application Program Interface (API)

APIs are a way of getting specific information from other applications or websites, which you can use for your needs. It is similar to tools used in building software programs. It makes developing easier if there’s a good API available with your app as well!

Attribution Model

An attribution model in marketing is the set of rules that determine how credit for sales and conversions should be assigned to each touchpoint in a conversion path. If your go-to-market strategy uses awareness channels, lead attribution can become a huge burden to your marketing and sales team. Don’t try and attribute podcast views or engagement on social media to leads. It doesn’t make sense.


An audiogram is a video with an animated waveform and subtitles. It’s bite-sized content ideal for social media platforms such as LinkedIn, Instagram, or Facebook! All you need is an audio recording to produce a high-quality video. This type of content is ideal for promoting your Podcast, YouTube Channel, or Blog.

Augmented Reality (AR)

Augmented reality is a new and exciting trend in marketing that allows brands to give their customers unique experiences. The convenience of tapping into your mobile device means you can experience these adventures without ever leaving home!

b go to market strategy

Go-to-Market strategy terms starting with "B"


Backlinks are the holy grail of SEO. They tell Google that your site has been well-maintained and updated, which means it’s fresh in their eyes! If your go-to-market strategy includes SEO, include resources for a backlink outreach campaign. Need help with getting backlinks?


BANT stands for budget, authority, need, and timeline. The framework will help you identify the type of lead that your company needs. You can use this information to prioritize leads and assign value immediately or postpone until resources are available.


A blog is a regularly updated part of a website that can be used for personal use and also fulfills some business needs.

Bottom of Funnel (BoFu)

The bottom of the funnel is where you target prospects close to becoming new customers. The ultimate goal here should be a conversion. Messages at this stage include product offers (free consultations), demos, or other items designed for presenting your company’s products in person so they can make their purchase decision right then and there!

Bounce Rate

I don’t know about you, but when I click on a random link and end up somewhere else entirely without meaning too – that is just plain lousy ju-jitsu! That said, though: website analytics take note of every visitor. The bounce rate tells you how many visitors landed on your site. But didn’t stay long enough or clicked around elsewhere before leaving again (most likely because they were not interested in what we had available).

Brand Awareness

Brand awareness is how much and what consumers have retained about your brand.

Brand Marketing

Brand marketing is a strategy for building and maintaining customer loyalty. It’s all about creating an ever-growing base of loyal customers by communicating the brand’s identity in meaningful ways so it continues attracting new followers over time as well! Brand Marketing is developing strong relationships with your audience through consistent messaging that resonates with their core values.


Branding is the ability of a company or individual to define themselves through their actions. It’s an ongoing process, and it doesn’t stop with you- branding lasts forever! This includes personal branding too!

Business Case

A business case justifies undertaking a project, program, or portfolio. It evaluates the benefits and risks of alternative options. It argues in favor of the preferred solution with the cost at hand when possible so that decision-makers can make more informed choices about implementing projects accordingly!

Business Model

The term “business model” refers to any company’s plan for making a profit. It identifies the products or services they sell, their identified target market, and anticipated expenses. This guides businesses on how best to attract investment while also helping established companies stay ahead of trends with an updated strategy in place regularly.

Business-to-Business (B2B)

Business-to-Business often refers to a business that only conducts business with other businesses, rather than the individual consumers.

Business-to-Consumer (B2C)

Business-to-Consumer refers to businesses primarily selling products and services directly to consumers, the end-users.

Buyer Persona

A buyer persona is a semi-fictional representation of your ideal customer based on market research and accurate data about existing customers. This will help marketers like you define their target audience. At the same time, it can also be used by sales reps as a qualification tool for leads to ensure that they’re not wasting time with unqualified prospects or wasting money on bad campaigns before finding potential gold mines who could become future loyal clients if marketed right!

Buying Circle

The Buyer Circle (aka Buying Center) refers to the key stakeholders deciding any particular deal.

Buying Process

A buying process refers to steps in a sequence that a consumer takes while making an informative decision. A regular B2C purchase includes recognition, information-seeking, and evaluation all in one go! B2Bs on the other hand, have only become more complex in recent years.

Buying Signal

Signals are indications that your prospects have shown interest in buying from you. There is a difference between internal and external signals, which will help companies identify when to start selling! Internal signals are actions taking place on assets you own; website, app, landing pages, etc. External signals are activities taking place on social media, review websites, etc.

c go to market strategy

Go-to-Market strategy terms starting with "C"


A sales cadence is the sequence of actions you go through to close a sale with your prospect. It includes every contact attempt, including emails and phone calls for prospects who do not have an active account on social media sites like LinkedIn or Facebook!

Call Blitz

A focused day of calling prospects and customers. It has a specific offer and targeted list for this one-time-only campaign with an intense focus on getting your message across!

Call Cadence

The rules of engagement for a salesperson are as follows. If you’re calling, there should be an answer, and then if not, just let it ring until they do! Most importantly is tracking your results.

Call To Action (CTA)

When it comes to online advertising, a good choice of words and a suitable CTA is essential. Be persuasive content. Include an appealing headline with keywords that will help prospects find your business in search engines such as Google.


CAN-SPAM is a law that was passed in 2003, which regulates commercial email. It gives recipients of these messages the right to have their business stop sending them emails and outlines penalties if they are violated by CAN-SPAM rules. For example, an unsubscribe option must be included at the bottom for all senders under this Act.

Cascading Style Sheets (CSS)

Cascading Style Sheets (CSS) are what give your entire website its style, like colors and fonts. It affects the mood of each web page, making it an incredibly powerful tool for adapting to different screens sizes or device types!

Case Study

A case study in marketing is any content containing: description of the customer, explaining their pain points, and details on how you have added value to them.


The Canadian Anti-Spam Law, CASL for short is a law passed in 2013. This law covers the sending of “commercial electronic messages” that may be accessed by an individual on their home computer or mobile device. This means emails sent from your company’s server will fall under this legislation if they are intended for delivery there!

Churn Rate

The churn rate, or rate of attrition, or customer-churned is when customers stop doing business with an entity. It’s most commonly expressed in percentage terms and can be calculated by taking into account how many people are quitting within a particular time period–for example one month or year since they first became subscribers to that service.

Click-Through Rate (CTR)

Have you ever wondered about how many people actually see your ads and what makes them click? A CTR score tells this. It’s simply the percentage of individuals who viewed an advertisement, felt compelled enough to act upon it, which was indicated by counting up all clicks against impressions- thus dividing total number clicks X 100/ Total Number Of Impressions = CTR Score.

Closed Opportunities

There are two possible outcomes to a sale: Closed-Won, the transaction is secured, you and the prospect have agreed to do business together. Closed-Lost when an opportunity has been terminated without success after many attempts at contacting them for information.

Closed-Loop Marketing

The closed-loop marketing strategy is to track and show how your company’s efforts have impacted bottom-line business growth. For instance, following a person’s first visit to the website all the way until they’re a paying customer. When done correctly, this type of data can give marketers insight into which campaigns are working best, so they can repeat their success.

Closing Ratio

A measure of a salesperson’s efficiency. Your closing ratio is calculated by dividing the number of closed deals they’ve made with their prospects, and it can be used as an accurate benchmark for measuring success!

Cloud Computing

Cloud computing is one of the most popular business trends. It provides its users with storage, management, and transfer capabilities using host servers for data that are hosted on remote computers rather than being stored locally within an organization’s hardware or network environment.

There can be many different types depending on what your needs may require – whether this means more space/resources (iCloud), fewer maintenance costs (AWS), etc., but all will give you increased benefits over time as well!

Cold Calling

Cold calling is a technique where your salespeople contact individuals who haven’t expressed interest before. This typically means by phone or telemarketing, but it can also involve in-person visits like door-to-“door” sellers have to do sometimes too!

Content Delivery Network

A content delivery network (CDN) is a group of servers located worldwide that work together to deliver online information more quickly. They minimize the distance information travels from the server to the user. The shorter the distance, the faster the speed.

Competitive Advantage

There are many ways to be competitive in business. Some of these include cost structure, distribution network, and customer service, among others, but one way that is often overlooked by entrepreneurs looking only at their own company’s edges without considering what lies behind them can create an unhealthy advantage for your organization – intellectual property law.

Five of the most common types of competitive advantages are:

  • Cost leadership strategy
  • Differential strategy
  • Focus strategy
  • Customer loyalty programs
  • Brand advocacy


Commissions refer to the amount of sales compensation paid to a salesperson based on how much they’ve sold. This typically comes in three different forms, with some businesses paying extra when an order or sale has been generated.

While others payout only after cash from the customers has been received. The latter payment system can be wiser because it focuses attention on creditworthiness, which could lead them to make more money and stay safe doing so!


Inbound marketing is all about content. Blogs, audiograms, podcasts, social media posts, videos, or photos; inbound professionals know what type of information will bait their audience’s appetite for more!

A successful content marketing strategy requires many different pieces. One thing remains constant: good quality and fresh material at regular intervals.

Content Management System (CMS)

A CMS platform provides a way for you to easily manage content and create websites. Content management systems typically include page builders, helping users who don’t know how to write code create beautiful sites from start to finish. Our favorite CMS is WordPress.

Content Upcycling

Upcycling content is like taking the original and making something new with it. With upcycling, you’re expanding on your work in different ways across styles or platforms to create brand-new pieces that are still related but not exactly alike as before. Plus, there’s no recycling involved!

Conversion Path

For marketers, conversion paths are the sequence of steps that a website user takes to convert them into customers. Retrace the user’s actions to understand why they landed on their outcome instead of another.

Conversion Rate (CR)

A reasonable conversion rate is the percentage of the online audiences that followed and completed your campaign action. Take demo requests as an example. You run a PPC campaign on Capterra, driving people to a demo page. If they complete the form, they get redirected to a thank you page. 100 people went from Capterra to your landing page. 15 people requested a demo. You have a conversion rate of 15%.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization is an ongoing process to improve specific elements of a website in order to increase the percentage of visitors who convert. This could mean purchasing online or filling a form but it can be anything that one determines including signing up for an email newsletter, calling a phone number, and so on.


Every time you visit a website, that site is able to keep track of your browsing activity by adding an identifying cookie onto the computer. Cookies can be used for purposes such as remembering logins and customizing web page content based on previous visits.

Core Web Vitals (CWV)

Core Web Vitals are 3 metrics that score a user’s experience loading web pages. These scores evaluate how quickly page content loads, the speed at which browsers can respond to input from users, and whether this process is stable or not when being loaded in your browser.

These metrics are:

  • largest contentful paint (LCP)
  • first input delay (FID)
  • cumulative layout shift (CLS)

If you’re looking for a quick fix to passing Google’s Core Web Vitals, try NitroPack – the #1 all-in-one speed solution in the world.

core web vitals go to market strategy

Cost Per Mile (CPM) / Cost Per Thousand (CPT)

When your ad is presented to a user, it counts as an impression. Cost Per Mille (CPM), also called Cost Per Thousand or CPT ads, can be used on websites with the thousand impressions option enabled- this would make sense because these types of advertisements generally cost more than CPCs or PPC campaigns!

CRM Hygiene

CRM is a vital tool for any B2B business. It’s crucial to make sure your CRM list stays up to date. Deletion or updating contact information can help you avoid having stale data that will waste time when trying to build new contacts!


Cross-selling is a technique used in sales to get customers who have already made purchases from you or might be on the fence about buying more stuff. It works by selling related items that could encourage them to finish up their current orders and spending altogether!

Crowdsourced Content

Crowdsourcing can be a great way to find high-quality content in less time. Allowing subject matter experts, customers, and freelancers to create your own unique articles for you means that it will take far less of an investment on the part of those creating this material – which makes crowdsourcing worth considering, especially if one doesn’t have much spare effort available at any given moment! Once compiled into something really awesome, though give credit where credit’s due–a win-win situation all around.

Customer Acquisition Cost (CAC)

An important metric in marketing is customer acquisition cost (CAC). It’s an indicator of how much it costs to acquire new customers, and in some cases, this number can be used alongside lifetime value as a measure of what return you’re getting out of each dollar spent on acquiring more clients.

Customer Acquisition Cost (CPA)

The cost per acquisition (CPA) measures how much one is willing to pay for a goal conversion. It can be compared with similar terms, such as cost per click (CPC).

Customer Base

Your customer base is your most loyal and engaged customers. People who consistently engage with your brand and fit your target market or ideal customer profile.

Customer Journey

You can use customer journey maps to illustrate the overall experience a customer has with your business. The map will help you and your team in different ways when it comes to improving or optimizing their customers’ journeys, depending on how they are used!

Customer Relationship Management (CRM) Software

Customer Relationship Management software system that helps businesses build rapport with prospects and maintain relationships with clients. It’s not just about managing customers. Your CRM can provide guidance and valuable information to make the customer experience better for everyone involved. Some of our favorite CRMs are Salesforce and HubSpot.

d go to market strategy

Go-to-Market strategy terms starting with "D"

Dark Social

Dark social has been getting more attention lately, not just because it’s where all your friends are hiding out but also because this type of sharing doesn’t show up in regular analytics. If you’re looking for information about what people share privately on sites like Slack or emails, then dark traffic will give you an idea of how they interact without being public with their actions.

Data Quality

Data quality is an integral part of any company’s operations. Data must be accurate and complete in order to produce good results, which could increase efficiency or productivity by giving managers more information about how their business runs at all levels–from top management down through individual workers on the ground floor!

Decision Maker

Decision Makers are people with the final say on whether or not to purchase a product. They’re usually an executive, but they can also come from other departments if their position gives them power in this area of decision making.

Data Visualization

Data visualization is the process of visually displaying specific information to make it easier for people who are not in the know or have an incomplete understanding. 

Dashboards and infographics can be considered forms of data visualizations since they provide insights into something through picturesque images. Paired with numbers on them (Dashboard), which helps you get your point across while also being aesthetically pleasing at times.

Demand Generation

Demand generation is a data-driven marketing strategy aiming to create awareness and interest in your offerings through technology. An accurate demand gen strategy accounts for every touchpoint in an individual’s journey. From seeing your brand anonymous in their social media feed to becoming a delighted customer.

Demand gen leverages having a deep understanding of your customers rather than relying on tracking their actions using Martech. The ultimate goal behind a good Demang Gen strategy is to lead your business toward growth! (Want to know what KPIs to use? Here’s 7 Demand Generation KPIs to Accurately Measure your Marketing Campaign’s Success)


Demographics can be used to segment your prospects according to the information available. Some of the most common demographics for business purposes include job title, company, and location.

Digital Asset Management (DAM)

Digital Asset Management (DAM) can be a great way to organize your digital assets. It makes it easier for you so that the files are all in one place and accessible anytime!

Discovery Call

Discovery Calls are a great way to find out what your prospects need and if it’s possible for you or anyone else in the industry to provide that service. These types of calls can be intimidating, but they’re also one-on-one opportunities which means finding new leads is easier than ever!

Distribution Channels

In the digital world, it is important for your business to have a distribution channel of its own. This can range from emails or push notifications through Facebook groups, Emails, Blogs, Push Notifications, LinkedIn, Twitter, TikTok – all the way down to text messages sent straight from your phone!

These channels allow you an intimate connection with those who care about what YOU are doing in order to reach them with information relevant at their stage on life’s journey.


DoubleClick is a subsidiary of Google, a digital ad serving service. Its clients include agencies, marketers, and publishers who serve businesses such as Microsoft or Coca-Cola. Its marketing platform was announced at the beginning of 2018 after combining Doubleclick’s product line into Google Marketing Platform (GMP).

Drip Nurturing

Lead nurturing is a system of marketing that uses automated, tailored content to drive desired actions. Drip campaigns are used for lead generation and can be set up in an email with triggered emails at specific times throughout the day or week, depending on what you want it to achieve.

Dynamic Content

When you create dynamic content, the messaging on your website or online advertising changes based upon information about a target audience. This process is often used for marketing purposes. It can range from subtle tweaks to very overt signals, which might be uncomfortable if specific demographics are not wanted in an advertisement campaign!

e go to market strategy

Go-to-Market strategy terms starting with "E"

Earned Media

Earned Media are mentions and appearances on other websites and channels. Count guest blogs, white papers, and television interviews as earned media if your executives have written them.


eBooks are commonly used by content marketers, often to help generate leads. They can be more long-form than blog posts and go into in-depth detail on a subject matter with their information or advice for readers who want it!

Editorial Calendar

An editorial calendar is a roadmap for your content creation. Showing you what kind of articles and topics to cover. Maintaining one will help ensure that your publishing schedule supports the strategy while also keeping things organized!


Elementor is a leading WordPress page builder platform for professionals. Elementor serves web professionals, including developers and designers, to make your site stand out in today’s digital world! Learn more about Elementor here.


Email short for “Electronic Mail,” has been a core marketing component. Email can be used as an easy and direct connection to your customer’s inboxes; however, there are some responsibilities involved with this powerful tool that you should know about first-hand, so don’t abuse the relationship! Your contacts might unsubscribe after gaining their trust in what they’re reading.

Email Cadence

A salesperson’s email cadence is the bread and butter of their business. There are many different rules that a person follows when they’re writing these messages, but it all boils down to what kind of tone do you want your prospecting efforts coming across as?

Your emails should have some type of urgency so recipients know how important this opportunity really could be – whether for themselves or someone else who may need an answer soon!

Engagement Rate

The number of social media interactions your posts have can say a lot about what kind of content to create in order for them to be successful. Keep this important statistic at the forefront when curating future campaigns!

Event Tracking

If you like collecting data, then keep an eye on Event Tracking. It’s a method that helps analyze certain behaviors like form fills or cart additions with technology like Facebook’s pixel. Overall it’s to track your customers’ journey every step of the way!

Evergreen Content

Evergreen content is the type of blog post, article, or video that has relevance to your audience no matter when they read it. It can help you reach more people by being relevant daily – rather than seasonal articles or campaigns, which may only be used once yearly at most! (What’s the best way to publish your evergreen content to Facebook, Instagram, Twitter, LinkedIn, or Pinterest? We use SmarterQueue to get your brand noticed).

evergreen content brand awareness go to market strategy

Existing Customers

Existing customers are individuals who have purchased goods or services from a person, received one of your voice communications within the last 12 months, and either paid for that purchase or had it waived because they are in good standing.

f go to market strategy

Go-to-Market strategy terms starting with "F"


Facebook is a social media site allowing people to connect with friends, work colleagues, or people from around the world. But at its core, Facebook is an advertising platform. Allowing businesses to advertise goods and services to Facebook users. Check out our Facebook profile.

Feedback Marketing

The process of feedback marketing is a great way for companies to be in tune with their customers. They use this system as an opportunity where they can get honest opinions on products and services from those who have used them before, so it’s important that these details are taken into account when making changes or improvements down the line!

File Transfer Protocol (FTP)

FTP is a networking protocol that makes it possible for computers on both sides of the internet connection to communicate with each other. Makes transferring files between your computer and server easier, no need to download pesky programs!


Firmographics is a collection of descriptive data used by B2B organizations to segment their target market and discover customers. You can use firmographic information in order to generate more effective lead generation strategies, improve marketing campaigns with details about your company’s demographics such as location or industry type, among other things! Firmographics include revenue, budget, company size, industry, buying situation, etc.

Follow Up (F/up)

When doing follow-up, the goal is to reach back out and make contact with your prospect after they have responded positively in some way.


The place where you can collect information from your potential leads. It’s important that only the necessary data is requested in order to follow up. Otherwise, it might be seen as too pushy and turn off customers/potential clients into making contact. Six questions are considered a maximum amount per form.

Fractional CMO

A Fractional CMO is a marketing expert that assists with client acquisition, sales development, and company growth. Your firm may get executive experience without having to pay for a full-time employee. The concept of employing a fractional executive at a mid-size firm isn’t unusual.


Any element of your website that could be considered “friction” for visitors, causing them to leave. Examples include distracting colors or too much text on the page; landing page forms with lots of fields may also do this by themselves as well!

g go to market strategy

Go-to-Market strategy terms starting with "G"


Gatekeepers are the people that keep you from being bothered by pesky salespeople, telemarketers, and other unwanted visitors.


Geo-Targeting helps your content get in front of the people who need it most. It can be used on both paid search and social media campaigns, so you’ll have no problem expanding your customer base!

Go-to-Market Strategy

A go-to-market strategy (GTM) is a business plan that specifies how to reach your target audience and achieve a competitive advantage.

The purpose of this blueprint for delivering products or services with consideration on pricing, distribution networks, etc., makes it similar in scope as an annual report but additionally includes additional factors such as funding needs when developing these plans accordingly! (Ready to build your first go-to-market strategy? Get our How You Can Build a Spectacular Go-to-Market Strategy guide).

Google Ads

Google Ads is the perfect way to get your business seen by millions of people. You can create ads, set pricing, and target audiences that are specifically relevant to what you’re selling!

Google has over 90% market share in search engine advertising, so it’s likely Google will be an integral part if not THE key component when running any successful advertising campaign – especially given its established dominance with other platforms like YouTube or Display Networking Services (DNS).

What’s Google AdWords? On 24 July 2018, Google AdWords rebranded to Google Ads.

Google Analytics

Google Analytics is a service provided by Google, and it helps you track all your website’s revenues as well as costs. It also provides analytics for advertising campaigns or videos on social channels to determine how much each one generates in terms of traffic and revenue potential.

h go to market strategy

Go-to-Market strategy terms starting with "H"

Hard Bounce

Hard bounces happen when emails are not delivered. There can be a variety of reasons why this happens, like wrong recipient address or if they reported you as spam and were blocked by their filter – but it’s no one’s fault!

A hard bounce is simply an email that did not make it through to its target inbox; there could also have been service issues with sending them in general (e.g., the account holder didn’t open any messages).

Hashtag #

Social media continues to change the way people consume and share information. Hashtags allow you to connect with other users on social networks, giving your content an instant voice that others can find through hashtagging or using third-party tools like search engines for monitoring conversations around popular topics such as #b2bmarketing #contentmarketing.


HubSpot invested significant time and money trying to offer the best marketing, sales, customer service experience possible. As part of their go-to-market strategy, they offer an entirely free CRM!


HIRO is Refine Labs’ CEO Chris Walker’s method to benchmarking pipeline; specifically how marketing can connect their activity to revenue. Today, there are too many inconsistencies because every company has a different definition, ranging from a meeting booked with an SDR or BDR to an Opportunity stage. HIRO stands for:

  • High
  • Intent
  • Revenue
  • Opportunity

Standardize your definition of pipeline to only include deals that:

  • Originates from specific sources e.g. Request a demo form
  • Have a source with a historical win rate of greater than 3%
  • Hit an opportunity stage where the win greater than 25%

HyperText Markup Language (HTML)

Hypertext Markup Language is a language used to write web pages. It provides the basic structure and formatting of a site which other technologies like CSS or JavaScript then enhance with their own added features.

i go to market strategy

Go-to-Market strategy terms starting with "I"

Ideal Customer Profile (ICP)

Short fo Ideal Customer Profile. The process of creating a list of common elements your Ideal Clients share, so you can look for prospects that match those same preferences and interests as someone else who has already been successful with buying from us before!

Inbound Marketing

Inbound marketing is the best way to get your target customer’s attention. You can easily convert those visitors into clients over time by producing interesting, helpful content that aligns with their interests. Then attracting them through natural means such as social media channels or blogging platforms. Make sure your go-to-market strategy leverages the power of inbound marketing.


Information + Graphics = Infographics. Content marketers use infographics to visually convey complex concepts in an easy-to-understand way. Some infographics are created to be used as part of earning backlinks. Pinterest is a particularly popular platform for sharing infographics.

Interactive Content

Interactive content is a type of online media that engages audiences in particular activities. In return, participants can get real-type and relevant results from this interactive survey or infographics capturing your attention right from the start with its innovative design.

j go to market strategy

Go-to-Market strategy terms starting with "J"


Web developers use JavaScript to design interactive sites. It enables dynamic behavior on the pages you visit, giving it an essential role in everything from navigating to content or using interactive features like drag-and-drop.

k go to market strategy

Go-to-Market strategy terms starting with "K"

Key Performance Indicators (KPI)

A KPI is a type of performance measurement that demonstrates how effectively you are achieving key business objectives. Common KPIs include cost reduction or revenue improvement, but there can be others like increasing customer satisfaction too! (Want to know what KPIs to use for Demand Gen? Here’s 7 Demand Generation KPIs to Accurately Measure your Marketing Campaign’s Success)


Keywords are the topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. Picking keywords can be tricky because you want them to have significant search volume and not be too challenging to rank on, which means they need some work!

l go to market strategy

Go-to-Market strategy terms starting with "L"

Landing Page

A landing page contains an input form that asks for visitor information in exchange for valuable offers. Landing pages will capture your data and send to be processed as soon as you submit any fields.

Large Language Model (LLM)

A Large Language Model (LLM) is a type of AI model that has been trained on a massive amount of text data.

It can understand and generate human-like text responses. LLMs are used in various applications, such as chatbots and content generation, to help with tasks that involve processing and generating written information.


Interested parties are people or companies who’ve shown interest in a product, service, offer – you name it. They might fill out an online form and give their contact information to receive discounts on stuff they’re interested in buying from us! This is important because we need these leads before our prospects do: generating them falls between stage two (awareness) and three (conversion).

Lead Generation

Marketing and sales are all about generating leads for your company to be converted into customers. At least, that’s what it was back in the early 2000s.

Today many B2Bs think of Lead Gen as marketing’s job to capture email addresses. This way of thinking hinders your marketer’s ability to help the company grow. With B2B databases able to provide access to tens of thousands of emails, companies need to re-think what Lead Gen actually means.

At In Motion Marketing, our approach to Lead Generation is ensuring your Martech infrastructure is there to capture inbound emails. But once that’s set up, move on to creating a Demand Gen strategy.

Lead Nurturing

Lead nurturing is a process used inbound marketing for pushing leads further down the buying cycle by targeting them with contextually relevant content. This can be done through email or social media channels like Facebook, Twitter, LinkedIn.

Lead Routing

The most important thing to consider when routing leads is the prospect’s industry, company size, and location. The language they speak as well as their cultural identity should also be taken into account during this process so that your best salesperson can enroll them in a successful campaign right away!

Lead Scoring

Lead scoring attributes a value to each incoming lead, which determines how they should be treated through the pipeline.

When you create your own lead-scoring methodology (a ranking system for prospects), then it’s important that these values are based on real data about what customers will do in response to certain offers or situations.

Leads can have different types of scores assigned by companies like ours; some may rank higher simply because they’re more likely than others!

Life Time Deal (LTD)

Licenses of all kinds are great, but if you really want to enjoy the product, then it’s best that your Lifetime Deal is with a company that offers their customers this type of license. A lifetime deal (LTD) pertains to meaning for those using products over “the life” or time period in which they can use them, as long as there is availability on these things.

Lifecycle (Customer Lifecycle)

The lifecycle of a customer is typically composed of four stages: Awareness, Evaluation (or Investigation), Purchase, and Retention. These are crucial to understanding how you can best reach your potential or existing client base with the right marketing strategies at each stage in order for them not only to buy from you but also keep coming back over time!

Lifetime Value (LTV)

The lifetime value of your customer is the total amount of money you can expect them to spend with your company. It’s important because it helps determine who are valuable customers. As well as which ones aren’t worth investing in right now, since not all clients have equal spending power over time!


The messaging app that connects you to your friends, family, and global community. LINE is more than just a messenger – it’s the new level of communication for our lives!


LinkedIn is a social network that connects you with people in your industry and teaches users how to improve their personal brand. You can post updates and interact with other members of LinkedIn by using this resource as an aid for job searching or simply looking up old colleagues on the site!

Follow In Motion Marketing on LinkedIn.

linkedin go to market strategy

Long-Tail Keyword

The long-tail keyword is a very targeted phrase that contains 3 or more words. The head term often refers to the more generic search terms, while one or two additional keywords refine your specific searches from “long-tail” in order to make it as easy and quick for you as possible!

Lookalike Audience (LaL)

A Lookalike Audience is a social media targeting tool that makes it easy to target potential customers with similar characteristics as those who have already shown interest in your product.

For example, if you were running an ad campaign on Facebook and wanted those ads directed towards people who are interested in buying laptops but also happen not to be located near any of their physical locations, then they could use the lookalike feature for targeting this type population – enabling advertisers to reach out into new markets!

m go to market strategy

Go-to-Market strategy terms starting with "M"

Managed Web Hosting

Managed web hosting is a form of dedicated server leasing in which the provider operates the server instead. The provider maintains your system, performs software and hardware updates, offers security, watches activity patterns, and takes care of backup services.

If you’re looking to host your own WordPress website be sure to check out Cloudways.

Market Position

Market Positioning is a powerful tool that can be used to establish brand equity. This means you’re positioning yourself in consumers’ minds as being different from your competitors, which could help make them perceive products positively or negatively depending on what we want them too!

Marketing Automation Software

Marketing automation is the key to success in today’s marketing environment. This technology helps you manage and automate your multifunctional campaigns across multiple channels so that they can be more effective than ever! Our two favorite choices are Salesforce Marketing Cloud & HubSpot Marketing Hub.

Marketing Campaign

Marketing campaigns are coordinated actions that can be focused on one or many goals.

Marketing Flywheel

The flywheel is a marketing model that generates leads and prospects to keep your business functioning. When buyers hit any friction while consuming content, they can fall out of the journey. Eliminating friction saves them from getting lost or frustrated with an irrelevant product experience- saving both parties time.

Marketing Strategy

Marketing strategies are essential for companies to make their products stand out in the marketplace. Marketing plans contain information about how a business will reach prospective customers and turn them into buyers, including data on demographics of potential consumers as well what makes your company’s product or service unique compared with competitors’.


Marketing + Technology = Martech. The Martech industry is evolving, and it’s important to be aware of the latest trends. These days marketers are using more technology in their work than ever before, which means there will always continue to be an overlap between marketing and tech!


Facebook Messenger is the free messaging app that lets you chat with your friends in group conversations and share photos, videos, or audio recordings.


Microsites are part website part landing page. They usually serve a single purpose, are very interactive, and are packed with content. EmojiTracker is an example of the microsite we like to visit.

Middle of Funnel (MoFu)

Once your lead has identified their pain point, they’re ready to find solutions. They might look at case studies or product brochures as they move towards finding what’s best for them.

Minimum Viable Product (MVP)

A minimum viable product describes the most basic version of your idea that can carry out its desired function. It’s important because it will allow you and others to develop software, websites, or other products real-world feedback on what works before going any further with development time wasted by trying new things without knowing if they’ll work as planned.

Mobile Marketing

With mobile search queries officially surpassing desktop, now is the time to explore marketing for your business. What does it mean? Mobile Marketing refers to optimizing products or services on-site with location awareness in order to provide customers personalized information they need when browsing from their phone at home versus being out and about exploring new places!

Mobile Optimization

Mobile optimization is important because it can make your website more accessible for users on mobile devices. A separate site or responsive design may be used to create this version, but the most effective solution involves designing with handhelds in mind from day one of building out content strategies.

“Google rewards websites that are optimized specifically designed with phones–and tablets!–in mind,” so if you don’t do anything else right now, consider checking up on our future blog post where we’ll show how best practices like responsive web design will increase conversion rates by leaps and bounds!

Monthly Recurring Revenue (MRR)

For subscription-based businesses, the amount of revenue you receive each month is your MMR. It’s revenue from net new accounts and upsells (net positive). MMR is reduced through cancelations (net loss) and from downsells (net negative).

n go to market strategy

Go-to-Market strategy terms starting with "N"

Native Advertising

Native advertising is the newest form of marketing that enables marketers to place ads within content. The way native advertisements look, feel and operate are identical to what consumers see when they’re browsing their social media feed or reading an article online – this makes it more engaging than traditional forms like banner ads because there’s less room for distraction!

Net Promoter Score (NPS)

The NPS or Net Promotor Score is a handy way to find out how likely people would recommend your product. It helps companies see what types of feedback they need and want from their customers by pinpointing areas where satisfaction levels may not meet expectations.

New Market

The new market is created when a company offers something that makes life easier for people in some way. With your invention, more people will be able to do what they couldn’t before, and with no direct competitors around, it’s hard not to make waves!

News Feed

The News Feed is an online feed full of news sources. On Facebook, the homepage you see when logging into your account and checking out what’s new from all your friends is in one spot! You can also customize this space by selecting certain types or categories that interest ya more than others (hint: it doesn’t take very long before scrolling becomes tiresome). Part of your go-to-market strategy needs to focus on getting and maintaining your ICP’s attention, not their email address.

No-Follow Link

A no-follow link is an essential tool for any website looking to remain anonymous and avoid spammy content. The passivity of this attribute helps Google, Yahoo!, or Bing recognize when a page does not want credit handed over by another webpage to maintain webmaster guidelines. This means it’ll show up lower on SERP rankings if another tag was used instead!

o go to market strategy

Go-to-Market strategy terms starting with "O"


Reasons why the prospect believes they will not complete the purchase with your business.

Objection Handling

This is a situation where a prospect presents their concern about the product/service being sold, and the salesperson responds with solutions that allow them to move forward.

Off-Page Optimization

Off-page optimization is all about getting your website to rank better in search rankings by taking measures outside of it. These include creating as many high-quality backlinks (incoming links) as possible, which give you an advantage over other sites on Google because they are seen as more authoritative and long-lasting than natural or self-generated ones! 

off-page optimization go to market strategy


An offer is a content asset that lives behind your form on the landing page. Marketers use them for lead generation. Offers come in many shapes and sizes. The most common are eBooks, swipe files, checklists, videos, templates, and toolkits.

Omnichannel Marketing

Omnichannel Marketing is the key to a successful and versatile marketing strategy. By using multiple channels, you can reach more people than ever before with one message- no matter where they’re situated on your customer’s journey through their lives!

On-Page Optimization

On-page SEO is when you optimize your web pages for a specific list of keywords in order to improve search visibility and traffic. It involves aligning page-specific elements like title tags, headings content with these keywords, which makes it easier for users who are looking on Google or Bing while they’re inputting terms into their browser window!

on-page optimization go to market strategy

Open Rate

In the world of email marketing, open rates are used to measure how many people have actually read your message. There’s a difference between total opens and this number, though – it doesn’t show you if they opened just once or multiple times!


When a qualified lead with a high probability of becoming a customer informs you, they’re ready to make a purchase within a date range you deep acceptable.

Organic Search

Organic search results are the unpaid, organic listings that appear on a Google search engine page after you type in your query. In this case, when I went to Google and searched “MacBook Pro M2 Max,” all of its unpaid or ‘organic’ result pages were directly related because they had been generated based on SEO factors like backlinks, domain authority & relevance!

Organic Social

Organic posts from your followers will be shown on the Feeds of people who follow you. The more they share and engage with it, the higher up their post will show up in someone else’s feed!

Outbound Leads

Outbound leads typically come from when a salesperson initiates the first contact, usually by reaching out to your ICP. An example of this can be calling or emailing someone hoping that what you offer will interest them enough, in order for them to want to schedule meetings with more details on how they are able to help you achieve your goals.

Owned Media

Owned media includes websites, newsletters, catalogs, and blogs. Social media is typically considered owned and earned. The idea is that companies own their social channels and audiences; as a result, they try to encourage sharing and word-of-mouth.

p go to market strategy

Go-to-Market strategy terms starting with "P"

Page Views

Page Views is the estimated number of times a single visitor reloads your webpage. A new Page View counts as time spent on that specific page and should be recorded accordingly for tracking purposes!

Paid Media

Paid media is external marketing activities that include a paid position, such as pay-per-click advertising, sponsored content, and display advertisements. Paid media is essential for internet companies’ revenue growth and brand recognition.

Paid Social

Paid social posts are the best way to target an audience with your ads. They can be shown in their feed so you know what they’re interested in without having any idea who exactly might want them!

Paid Search

With paid search results, your placement is usually based on the amount you’re willing to bid for their ad space and other factors like quality or impact that may be driving traffic from those searches. You can do this through Google with whom I’ve set up campaigns before – just make sure not to overdo it as they don’t want spammy things happening!

Pain Points

Pain points are the things that keep customers from coming back and buying your product or service. Pain point includes anything a person may face while using the platform, such as customer support issues for an app on their phone!

PAS Framework

PAS stands for Problem-Agitate-Solution, and it’s one of the most commonly used frameworks for structuring persuasive messages. A reason PAS works so well is that you’re thinking from your audience’s perspective–customer-centric!

Pay Per Click (PPC)

PPC is a model of internet marketing in which advertisers pay the fee each time their ads are clicked. It’s similar to how search engines work, but instead for placement on sponsored links when someone searches related keywords like “marketing agency” or “SEO agency.” For example, my ad might show up at the top spot if we bid with Google before them!


Personalization is essential to the success of marketing campaigns. By tailoring your user experience for specific people or situations, you can tap into their unique needs. This will ensure that they have a better chance at engaging with what’s being offered! This technology utilizes advanced machine learning techniques to deliver content based on each individual consumer’s behaviors! Or it can be as simple as using their first name in an email.

personalization go to market strategy


Pinterest is the ultimate tool for finding inspiration. Whether you’re looking to spice up your home decor or find a recipe, Pinterest has endless possibilities – all waiting right in front of you!


The journey of a new lead, from being just another face in the crowd to becoming your customer.

Pitch Slap

When you think you’re having a normal conversation, but it turns out to be a sales pitch. For example: after accepting a LinkedIn connection request, the follow-up message is nothing more than a sales pitch. Learn more about the Pitch Slap and what you can do instead here.


In podcasting, you can find a lot of different types. Some are focused on the topic or themes like marketing, and others will cover topics such as RevOps. The best way to get started is by looking at popular podcasts in your niche so that you know what people want!

Position 0

Position Zero is the featured, desired text that shows up before search results.

Position zero can refer to one of two places in SEO:

  1. The point at which you want your page’s keywords or phrases linked from;
  2. Either just after Google has finished indexing all pages on-site but before they begin showing those listings to users–often called “featured snippets.”
position zero go to market strategy

Product Hunt

Product Hunt is a way to find the newest and hottest new products, every day. Whether you’re looking for apps or websites- Product Hunt has something that’ll suit your needs!

Pricing Strategy

A pricing strategy is a strategy that helps fix the price of a particular product or service by considering various factors like market conditions, customer demand, and supply.

It also considers whether customers will purchase this type of good frequently or only occasionally – these decisions lead to different prices for each instance.

Product Launch

Product launch plans are important because they help you sequence the events that lead up to and even past a product’s release date. Your goals should make sure everyone inside your company–both partners and potential customers know about this new item!

Product Market Fit

The product-market fit can be defined as a situation where your target customers are actually using and telling others about the products in numbers large enough to sustain their growth.


A prospect is someone who resembles your ideal customer profile but has not yet expressed interest in what you’re selling. Prospects can be identified through research and might become clients if they like it enough, or even lifelong customers!


The definition of sales prospecting is an inside-out approach to generating new business. In this method, reps make outbound calls or send messages in hopes that they can get a contact from someone who represents potential customers with their needs at hand.


Psychographics in marketing segmenting prospects based on their activities, interests, and opinions (AIOs). It goes beyond classifying people by general demographic data such as age or gender; rather, it seeks to understand how those factors impact consumer behavior.

Psychographic information can help businesses better target marketing campaigns, so they don’t waste money trying to reach long-shot audiences with stuff nobody wants!

Public Relations (PR)

PR is the art of strategic communication from organizations to the public. It’s used for maintaining or cultivating an organization’s image, responding when issues arise in society – like negative comments on social media sites!

PWA (Progressive Web App)

The term “progressive web application” (PWA) refers to a type of mobile app and a kind of website. Defined, a PWA is a website with all the advantages of an app. PWAs give you a superior, faster, more dependable, and more engaging version of your website or eCommerce store. PWAs can do much more than native applications can, such as run independently, use geolocation services if available, utilize GPS capabilities without an internet connection, and so on.

q go to market strategy

Go-to-Market strategy terms starting with "Q"

QR Code

Quick Response Codes, aka QR Codes, are scannable barcodes used to encode data such as text and URLs. For example, you could use it when advertising your business at trade shows so people can scan the code with their smartphones for more information about what’s inside!

qr go to market strategy
Scan me and see what happens 😉

Qualified Lead

A person who opted to receive communication from your company to educate themselves about a product or service you offer and is interested in learning more. Older B2B Marketing teams often have a separate list for qualified leads called “MQLS,” while sales use SQLs (Sales Qualified Leads). So make sure when handing over these types of prospects be aware of what kind they are looking at so there’s no confusion as it can cause some tension later down the line!


Quotas are a tricky subject. They’re not an end-all-be-all, but rather just one of many tools that can help you reach your goals as well with ease and efficiency! Quota systems provide managers with direction when it comes time for rep training or figuring out what numbers they should shoot at each period (monthly/ quarterly).

r go to market strategy

Go-to-Market strategy terms starting with "R"


Reddit is a place where people can go to connect with others who share their interests. From music and movies, sports fans will find communities for everything they love!

Referral Marketing

Ever heard of referral marketing? It’s the process where you promote products or services to new customers through referrals and recommendations. Compared with traditional online advertising, it usually happens through word-of-mouth ads that won’t clutter up your line of sight like banners can sometimes do!


Remarketing is an effective way to target people who have already shown some interest in your business or brand. You can do it using cookies, which are small bits of data stored on the user’s device that provide information about them when they visit certain websites–but remarketing also use advertising networks like Google Ads and LinkedIn Ads as well!

remarketing go to market strategy

Responsive Design

Responsive Design is developing websites that can adapt accordingly to how someone is viewing them. The site recognizes your visitor’s device and automatically resizes pages, and reorganizes content for that screen size. Making websites always appear optimized for screens no matter what size they are in!

Return on Ad Spend (ROAS)

ROAS is a popular marketing metric that measures the return on ad spend. It tells you how much money was earned for every dollar spent advertising, which can be useful when deciding whether or not an investment in digital campaigns has been successful.

Return On Investment (ROI)

Marketing ROI is the return on investment from marketing expenditures. It helps companies manage their marketing budget and make smart decisions about what kind of campaigns to run.

Revenue Operations (RevOps)

The RevOps function is a business unit that strives to maximize the revenue potential of an organization. The goal for this group of employees, as their name suggests, it’s all about reaping what you sow–and they do just that by aligning marketing campaigns with sales processes so as best can get customers into your pipeline!

Revenue Per Click (RPC)

When you’re verifying that an ad or keyword is profitable, just divide your goal value by the conversion rate. Presto! There’s no need for complicated math anymore; all this information can be found in one place with a simple calculation using Voilà: RPC (or Revenue Per Click).

s go to market strategy

Go-to-Market strategy terms starting with "S"

Sales Enablement

Sales enablement software is the process of providing salespeople with all they need in order to sell more effectively. This includes everything from how-to guides and training videos right up through personalized insights on their goals for closing deals now or moving forward at some point down the road!

Sales Funnel

A typical B2B sales process looks like this: You start with awareness and discovery at the top or TOFU, then interest grows as you move down through MOFU into decision making, as well decision right before they act, which leads down to purchase-the bottom part known as BOFU.

sales funnel go to market strategy

Sales Intelligence

A lot of data is collected on prospects and existing clients, but not all the information is needed for salespeople to find them.

Sales technology can help with this by using technologies like CRM systems that store everything from contact details to past purchases or engagements; then, it uses machine learning algorithms in order to understand patterns across this vast amount, so they know who’s important when looking at different customer touchpoints!

Sales Play

A Sales Play is a type of sales motion that can be repeated and recapped for different sets of personas during the same time period. A good example would be selling with an offer, which has been designed to remain attractive over many purchases while still meeting customer needs at every step in their buying process.

Sales Playbook

Sales playbooks are collections of sales best practices and communicating them to the team. They concisely describe what you should do in different situations, helping make it easier for everyone on your side who is involved with making or selling products! (Want help your salespeople consistently refine their craft? Get SalesGRID Sales Playbook for Agile Sales Teams).

Sales Process

A sales process is a step-by-step formula that explains to your team exactly what they need to do in order for you and/or their company to come out on top. Its steps should align with the stages of the customer’s journey.

Sales Signals

Indication your prospects are ready to buy. There are two types of signals that can be used as an indication they’re getting close: internal and external actions on their online “property,” like visiting the pricing page, for example, or reading a blog post in which you mention complementary technologies.

An “indicator” (sometimes called “tell”) might also come from checking out whether someone else has installed some software we offer them alongside our own; this would indicate he wants us both around rather than instead one taking over completely!

Sales Strategy

The sales strategy guides your business towards achieving its goals and ensures that you are successfully winning, retaining, or developing customers. In lean start-up language, this means focused on customer development to keep them happy!


Salesforce is the world’s #1 customer relationship management platform. They help marketing, sales, and commerce teams work as one from anywhere — so you can keep customers happy everywhere!

Search Engine Advertising (SEA)

Search Engine Advertising is a great way to get your website ranked at the top of search engine results pages. It also means you are investing in advertising through paid links, but don’t worry–they’ll have that little “Ad” button or other indication, so people know this site was sponsored by an ad campaign!

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is paid advertisements appearing on search engine results pages. SEM can involve Google Ads, Microsoft Advertising for Bing, or other search engines like Yahoo, DuckDuckGo, or Brave Search.

Search Engine Optimization (SEO)

Search engine optimization (SEO) is getting your web pages to rank higher in search engines such as Google. Search engines are designed to answer people’s queries.

If they’re looking for a solution to their problem. You’re going to want your product or service to appear in front of them. So ranking high up on these listings will lead them into more sales opportunities which brings us back full circle: better rankings mean bigger business! (Want to know how to track your SEO visibility? Use SEMrush to get measurable results from online marketing).

Self-reported attribution

Self-reported attribution, aka “How did you hear about us?” is a marketing measurement that entails asking buyers on a high-intent form on your website how they heard about you. This attribution method can help you identify the channels and touchpoints that generate demand for your company, including ones your attribution software may miss.

Service Level Agreement (SLA)

An “SLA” stands for service level agreement-it’s nothing more than an informal contract between two parties working together.

Serviceable Addressable Market (SAM)

A serviceable addressable market is the share of total revenue that can be fulfilled or served by all businesses offering a particular product.

Shoppable Posts

Shoppable posts are the perfect way to turn your Instagram account into an interactive store. Using them, you can add products tags and create visual displays of all of those great things on offer from YOUR business!


Slack is a revolutionary new way to communicate with your team. It’s faster, better organized, and more secure than email!

Small-to-Medium Business (SMB)

SMB stands for small and medium-sized businesses. A company with 100 or fewer employees is generally considered to be a “Small” firm, while one which has 1000-1999 workers in it can also qualify as Medium Sized businesses.


Snapchat was originally designed to allow friends and family members alike to share photos with one another privately, but now you can also use it for a wide range of other tasks. You might post short videos or live-stream yourself doing something interesting while chatting away at the same time!

There’s even an area called Discovery that showcases user-generated content in this format–literally, anything goes on here, so go ahead try sending your own story through Snapchat today!

Social Media

Social Media is more than a place to make friends, share pictures of your kid’s soccer game, or complain about how bad your boss treats you.

It’s also an incredible tool for marketers with all its channels that can be joined to provide reach and increase growth! Facebook, Twitter, YouTube, LinkedIn, Snapchat, Tiktok, and Pinterest are examples of social media networks that one can join for personal or business use.

Social Media is now a core component of Demand Generation. It provides marketers with additional channels to increase reach, accelerate growth, and accomplish business goals.

Social Media Management (SMM)

A Social Media Manager runs a company’s interactions with the public through implementing content strategies on social media platforms. Their duties include analyzing engagement data, identifying trends, and planning digital campaigns to build community online.

SMM is a paid service where a business can outsource the management of its social media channels. Alternatively,  if a business has enough evergreen conent, they can systematically schedule posts using software like SmarterQueue.

Social Proof

Social proof is a psychological phenomenon where people seek direction from those around them to determine how they are supposed to act or think in a given situation.

Similar to when you see promoted content in your newsfeed of a testimonial a SaaS received on G2. Alone it does not provide a lot of context. But after a few months of their retargeting campaign, you subconsciously begin to trust this brand.

Social media offers its own form – if your posts receive a high number of interactions (likes), then everyone will agree that everything you say is true without ever having checked for validity firsthand.

Social Selling

Social media can be used to find, connect with and nurture sales prospects.

Soft Bounce

A Soft Bounce is an email sent with the intent to notify a sender that their message was delivered. If you receive one of these emails, there’s probably something in your inbox!

Software as a Service (SaaS)

The internet has been a great way to connect with others for centuries. The introduction of systems as service (SaaS) platforms like Google Docs, Dropbox, and Salesforce allows you not only to stay connected but also to work from anywhere in the world!

With these services available on any device at any time, it means we can be more productive than ever before – all without having to invest time or money into new hardware, which will eventually need upgrading anyway, right?

Spam Act

The Australian Spam Act of 2003 makes it illegal in Australia to send unsolicited emails. This law prohibits the sending of commercial electronic messages via email, SMS, or MMS without express consent from the recipient(s).

StoryBrand Framework (SB7)

The StoryBrand Framework is a well-known and popular messaging tool that can be used by businesses to improve their marketing strategy. The reason for this? It’s all about clarity of message!

By using the story-based approach, you are able to connect with your customers immediately while also giving them immediate value in return; plus, it helps grow business at its core – through simplifying what exactly does one offers onto something easier digestible (and rememberable).

t go to market strategy

Go-to-Market strategy terms starting with "T"

T-shaped marketer

The T-shaped marketer has a broad but shallow understanding of all marketing subjects but is adept in two or three topics. 

This description for marketers is increasingly popular because changes within the industry constantly happen, which requires them to keep up with trends as well understand how it applies at their company level – you also have natural overlaps between different roles like customer service rep and project leader; sometimes people might be doing both jobs simultaneously!

t-shaped marketer go to market strategy

Target Audience

The target audience is much narrower than your average person, but they’re still customers. A company will sometimes create a specific group of people who are expected to buy the product for marketing purposes in order to narrow down what kind of clientele their ads or commercials appeal to.

Target Market

One of the most critical steps in marketing is deciding who you want to target. A good way for businesses and entrepreneurs alike, determining a group or segmentation, which can include age range (elderly), location (suburbs versus city center), income level ($30k-$50K) as well lifestyle preferences such things music tastes.

This will make choosing an appropriate message much more manageable when trying to reach your desired consumer base!


TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos on any topic. The new logo combines an integration between Musical.ly and their Chinese counterparts Duyin – which has over 300 million active monthly users each!

Top of Funnel (ToFu)

In marketing, top of funnel is the first stage of a buyer’s journey. At this point, your target audiences are typically broad. They have challenges that you can help them solve through helpful content such as guides or best practices.

Your messaging doesn’t need to be directly related to what product they’re buying at any given time. It’ll come up later in the conversion funnel stages when we get more specific about our offerings!

Total Addressable Market (TAM)

The TAM is the total market for your product or service. It’s how much revenue you can generate by selling in that particular area, and it’s important because it will help determine the success rate of reaching customers with advertising campaigns.

Trusted Advisor

A trusted advisor who helps buyers navigate the industry. They’re experts on trends, competition, and strategic solutions to problems.


Twitter is an excellent way to broadcast and sees thoughts on the microblogging site. You can join with an account for free, choose your name when signing up (or use one of theirs!), then start sending tweets every day/hourly if you’re so inclined! Follow In Motion Marketing on Twitter.

u go to market strategy

Go-to-Market strategy terms starting with "U"

Uniform Resource Locator (URL)

URLs are the identifying code we use to tell our browsers where they can find information, like specific websites. URLs commonly appear in the form of HTTP or HTTPS protocols.

Unique Visitor (UV)

Unique Visitors are visitors that come back to your website more than once in a set period of time. Unlike Page Views, UVs count as one regardless if they visit the site ten times or just once – so be sure not to miss them!

Use Case

For a website to work, users need clear guidelines on how they can get things done. Use cases are written descriptions of tasks that the site responds with ease and efficiency for any person who may be experiencing difficulty in their goal-making process!

User Experience (UX)

User experience or UX is an overall experience of a person using your product, like websites or computer applications. This includes how easy it can be to use with things such as pleasing visuals and intelligent design features.

User Interface (UI)

The user interface, or UI for short, is the way in which we interact with our software and hardware. A good one should be easy enough so users can navigate it intuitively without any confusion about how things work – even if they come across something new! It includes menus, bar toolbars, buttons windows.

UTM Parameters

UTM parameters are tags added to your URLs. When someone clicks on the URL with these extra characters, they allow Google Analytics to track how many people clicked and what keywords were used in search engines for advertising purposes.


The utm_id is a code that can be used for Google Analytics classification campaigns. Classifications make the lives of marketers easier by letting them track their campaign URLs in an analytics platform, which enables you to monitor how your ads are performing and what kind they were (such as webinar signup or email opt-in).

v go to market strategy

Go-to-Market strategy terms starting with "V"

Value Proposition

A value proposition is a statement that presents to consumers why they should buy your product. This could be in terms of what it does for them, how well it works, and if it’s worth spending their money on or not. A great way to make sure you are presenting yourself as a trustworthy company with integrity is by having this at the forefront when selling anything!

Value Proposition Canvas

Value Proposition Canvas is a framework to help ensure that your product or service aligns with what the customer values and needs. The original value proposition canvas was developed by Dr. Alexander Osterwalder as part of his Business Modeling Framework.

He outlined how two key components-Customer Profile and Value Propositions interacted with each other. Do your product and services align with the customer’s jobs to be done? Do your pain relievers alleviate their pain? Are the gain creators going to work?

value proposition canvas go to market strategy


If you want your deals to move through the pipeline quickly, then it is important that they generate revenue. Sales velocity refers to just this measurement of how fast these things happen!

Viral Content

You remember those laugh-out-loud YouTube videos with tons of views and shares, right? These are usually described as viral content. In other words, if your video goes viral, it will be really popular fast – often by having viewers/ visitors sharing them soon after publishing on social media sites like Facebook or Twitter, for example!

Voice Search

Voice search is on the rise! It will change how we interact with new devices. You might be asking yourself what this new technology means for your business? Well voice command interfaces provide an efficient way to access information in any type of setting: from home or work computer all throughout mobile operating systems like Siri or Google Now.

w go to market strategy

Go-to-Market strategy terms starting with "W"


Webinars are a great way to help build your customer base and provide informative content. With so many restrictions on communication these days, webinar broadcasts have become even more important for communicating with both current and prospective clients in 2020!


Websites are sets of related web pages prepared and maintained by either person or organization as an information entity. The marketing strategy should be dynamic to attract relevant visitors while converting them into customers at the end.


WhatsApp is the most popular messaging app in use today. It not only lets you make video and voice calls, but it also provides text message capabilities that are perfect for when your friends need an extra hand on their phones!

Word-of-Mouth (WOM) Marketing

WOM marketing can be inexpensive and involves leveraging many components inbound marketers use like product management, content creation/construction. All parts of your overall social media strategy–not just something tacked on at the end or thrown together haphazardly without thought given towards how each activity contributes positively toward one another’s goals.


WordPress.com is a paid version of WordPress.org that includes hosting and support but with limited capabilities.


WordPress.org is the free, open-source CMS software that you can install on your own web host to create a website 100% done by yourself. Most commonly referred to as WordPress.

x go to market strategy

Go-to-Market strategy terms starting with "X"

XML (eXtensible Markup Language)

XML is an international language that describes rules for defining tagged markup languages.

y go to market strategy

Go-to-Market strategy terms starting with "Y"


YouTube is known as a highly popular video hosting website that allows users to submit, view, and rate videos. Also the world’s second-largest search engine.

z go to market strategy

Go-to-Market strategy terms starting with "Z"


Zapier is an automation platform that connects to 500+ apps. It’s like building your own toolkit for the modern workplace, with countless possibilities at hand and nothing but time on this side of things!

Picture of Bryan Philips
Bryan Philips
I'm Bryan Philips from In Motion Marketing, where we turn B2B marketing challenges into growth opportunities. I create marketing strategies and deliver clear messaging, working closely with CEOs, marketers, and entrepreneurs. We're known for our precision in messaging, creating impactful demand generation, and producing content that drives conversions, all tailored to each client's unique needs.
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