A comprehensive GTM glossary

The 80/20 rule, also referred to as the Pareto Principle, asserts that a significant portion of results, approximately 80%, is derived from a small fraction, around 20%, of the efforts. This principle is essential for effective prioritization.

A/B testing is a technique used to evaluate two variations of a digital asset, such as a webpage or email, to see which one yields better results with the target audience.

ABM orchestration coordinates marketing and sales initiatives across various channels to provide tailored experiences for key accounts.

Accessibility testing is a method of software evaluation that ensures applications are usable by individuals with disabilities, such as those experiencing vision or hearing impairments.

An account refers to a business or organization that is the focus of sales efforts, which may include potential, existing, or former clients.

Account Click-Through Rate (CTR) refers to the proportion of individuals from a specific target account who engage with a link found in an advertisement, email, or webpage.

An Account Development Representative (ADR) is tasked with discovering and qualifying new business prospects, thereby establishing a pipeline for account executives.

An Account Executive (AE) is a sales expert tasked with securing new business agreements and overseeing current client relationships to enhance revenue.

Account management refers to the practice of fostering and maintaining long-term relationships with a company's key clients after the sale has been made.

Account mapping involves aligning your customer database with that of a partner to identify shared prospects and create new sales opportunities.

The account match rate indicates the proportion of target accounts that have been accurately identified and matched with a particular database or data provider.

Account prioritization is the process of evaluating and ranking customer accounts based on their potential value and strategic importance to a business.

Account View-Through Rate (AVTR) indicates the proportion of targeted accounts that view an advertisement and subsequently visit your website without clicking on the ad.

Account-based advertising is a focused B2B approach that delivers tailored advertisements to specific key accounts across various channels.

Account-Based Analytics evaluates engagement and effectiveness across targeted accounts rather than solely on individual leads, aiding B2B sales and marketing initiatives.

Account-Based Everything (ABE) is a methodology that aligns sales, marketing, and customer success teams to concentrate on a defined group of high-value accounts.

Account-Based Marketing (ABM) is a targeted B2B approach in which marketing and sales teams work together to identify and engage high-value accounts.

Account-Based Marketing (ABM) benchmarks are essential metrics that assess the effectiveness and success of your targeted account initiatives.

Account-Based Marketing (ABM) software assists teams in synchronizing tailored marketing and sales initiatives to secure valuable customer accounts.

Account-Based Sales (ABS) is a targeted B2B approach where sales and marketing teams consider high-value accounts as distinct markets.