Revenue & GTM glossary

Plain-English definitions of the terms that run a modern revenue team.

CRM (Customer Relationship Management)

A CRM is software that centralizes a company's interactions with prospects and customers across sales, marketing and support.

A sales pipeline is a visual representation of where every deal sits in your sales process, from first touch to closed-won.

Lead scoring ranks prospects by how likely they are to convert, using fit and engagement signals — increasingly with AI.

Sales automation uses software to handle repetitive selling tasks — sequences, follow-ups, data entry and workflows — so reps sell more.

Attribution assigns credit for a conversion across the marketing and sales touchpoints that influenced it.

Revenue forecasting predicts future bookings and revenue from pipeline, historical trends and deal signals.

CLV estimates the total revenue a business can expect from a customer across the whole relationship.

CPQ software helps sales teams configure products, apply correct pricing and generate accurate quotes and proposals fast.

RevOps aligns sales, marketing and customer success operations under one function to drive predictable, efficient revenue growth.

A sales cadence is a scheduled sequence of touchpoints — emails, calls, and social — used to engage a prospect over time.

An ICP describes the type of company that gets the most value from your product and is most profitable to acquire and retain.

ABM targets a defined set of high-value accounts with coordinated, personalized marketing and sales — treating each account as a market of one.

Churn is the rate at which customers stop paying or using your product over a given period — the inverse of retention.