Browse all topics
Marketing Operations Glossary

24 terms

ABM and go-to-market

GTM / go-to-marketHow a company reaches, sells to, and serves its chosen market.
ICPIdeal customer profile: the type of company most likely to succeed and create value.
Buyer personaA useful model of a person involved in the buying process.
Buying committee / buying groupThe group of people who influence a B2B purchase.
Account-based marketing / ABMCoordinate marketing and sales around selected high-value accounts.
One-to-one ABMHighly customized work for individual strategic accounts.
One-to-few ABMCustomized work for small clusters of similar accounts.
One-to-many ABMScaled account targeting using common attributes and automation.
Target account list / TALThe agreed set of accounts prioritized for coordinated effort.
Account tieringAllocate different effort based on account priority.
Intent dataSignals suggesting an account may be researching a topic.
First-party intentIntent signals from the company's own properties and systems.
Third-party intentResearch signals supplied by an outside network or provider.
Account engagementCombined interaction from people associated with an account.
MQAMarketing-qualified account: an account meets agreed fit and engagement criteria.
Account scoringPrioritize accounts using fit, intent, engagement, and business context.
CoverageWhether the database contains the right people at target accounts.
PenetrationDepth of relationships and engagement within an account.
Sales enablementGive sellers useful content, context, training, and tools.
Product-led growth / PLGProduct experience drives acquisition, conversion, or expansion.
Sales-led growthHuman sales activity is the primary conversion motion.
Marketing-led growthMarketing creates and converts demand at meaningful scale.
InboundThe buyer initiates or responds through owned/earned demand channels.
OutboundThe company proactively contacts selected prospects.

Quick answers

ABM and go-to-market FAQs

What is included in the abm and go-to-market topic?

The abm and go-to-market topic is a collection of 24 marketing operations concepts used to plan, operate, govern, or evaluate this area of work. The grouping helps readers understand related language as a connected operating system rather than a list of isolated definitions.

For example, the topic includes GTM / go-to-market, ICP, Buyer persona, Buying committee / buying group, Account-based marketing / ABM. A professional can open those entries together when preparing a project, documenting a process, or aligning terminology with another team.

Which abm and go-to-market terms should I learn first?

Useful starting terms for abm and go-to-market include GTM / go-to-market, ICP, Buyer persona, Buying committee / buying group, Account-based marketing / ABM. These concepts provide an entry point, but the best sequence depends on the workflow, system, or decision you are responsible for.

For example, someone beginning a project in this area can read the five starting terms, compare their examples with the organization’s current process, and then follow the related-concept links to fill specific knowledge gaps.

How should I use these abm and go-to-market definitions?

Use these definitions as a shared starting point, then document the exact rules, owners, systems, thresholds, and exceptions used by your organization. A glossary creates common language, but operational agreement determines how the concept behaves in practice.

For example, a team can begin with the glossary definition of GTM / go-to-market, then add its own entry criteria, responsible role, source system, reporting field, and escalation path before using the term in automation or executive reporting.