GTM & RevOps
Go-to-market strategy, revenue operations, and the systems that align sales, marketing, and customer success around pipeline.
Annual Recurring Revenue
A key SaaS metric representing the total value of all active, recurring revenue contracts normalized to a one-year period, excluding one-time fees.
Bowtie funnel
A revenue model visualizing the customer lifecycle as two mirrored funnels, combining pre-sale acquisition with post-sale expansion, adoption, and advocacy.
Cross-selling
Cross-selling is the sales practice of selling an additional, different product or service to an existing customer to expand the account relationship.
Deal velocity
A composite metric measuring the speed at which qualified opportunities convert into closed-won revenue, indicating overall sales efficiency.
Demand generation
Demand generation is the marketing discipline focused on creating awareness and active interest for a product category before any direct sales engagement.
Go-to-market strategy
A go-to-market strategy is an organization's plan for bringing a new product or service to market, detailing target customers, messaging, and sales channels.
Lead nurturing
Lead nurturing is the process of building relationships with potential buyers who are not yet ready to purchase by providing them with relevant, timely information.
Marketing Operations
Marketing Operations is the functional discipline responsible for the technology, data, processes, and analytics that enable marketing teams to operate efficiently and scale.
Net Revenue Retention
A metric that measures the percentage of recurring revenue retained from existing customers over a period, including revenue expansion, contraction, and churn.
Pipeline coverage
A key sales metric that measures the ratio of a team's qualified pipeline value against its revenue quota for a specific period.
Product-Led Growth
Product-Led Growth (PLG) is a go-to-market strategy where the product itself drives user acquisition, expansion, and retention through a self-serve model.
Revenue Operations
A strategic function that unifies sales, marketing, and customer success operations to manage the end-to-end revenue process and drive predictable growth.
Sales Operations
Sales Operations is the functional discipline that supports a sales organization with process, tools, data, and analytics to improve productivity and effectiveness.
Sales-Led Growth
Sales-Led Growth (SLG) is a go-to-market strategy where revenue is primarily driven by the direct, proactive efforts of a sales team engaging prospective customers.
Upselling
Upselling is a sales strategy focused on persuading an existing customer to purchase a more advanced or feature-rich version of a product they already use.