GTM Systems Glossary

The vocabulary of commercial execution. These are the terms that surface during GTM diligence — in management presentations, in CRM audits, in the conversation between operating partners and portfolio company leadership about whether the revenue engine actually works.

Written from a practitioner perspective. If a term has a textbook definition and a real-world definition, we use the real-world one.

• Go-To-Market (GTM) — the complete system for getting product to customer and revenue to the income statement
• GTM Motion — the repeatable pattern a company uses to create and close revenue
• Sales Process Maturity — whether the company has a real sales process or just talented individuals
• Product-Led Growth (PLG) — a GTM model where the product itself is the primary acquisition and conversion engine
• Sales-Led Growth — a GTM model where human sellers drive the revenue cycle
• Land and Expand — win small, grow big — the expansion motion that drives net revenue retention
• Channel Strategy — how a company uses partners, resellers, and indirect routes to reach customers it cannot reach alone
• Competitive Moat — the structural advantage that prevents revenue from walking to a competitor