GTM (go-to-market) orchestration is the coordinated activation of sales, marketing, and customer success teams around target accounts based on real-time buying signals and stage-specific plays. It synchronizes outreach timing, aligns messaging across channels, and triggers account-specific engagement workflows to maximize conversion probability.
A waterfall funnel visualizes customer progression through sequential sales stages, showing how accounts move from one stage to the next and how many are lost, accelerated, or held at each stage. It tracks both forward motion and stage-to-stage conversion rates, revealing bottlenecks and leakage across the entire buying journey.
Account-level engagement scoring is a model that measures the velocity and quality of interactions from all employees at a target account across email, web, content, and events to surface accounts showing active buying committee activity and progression toward purchase.
Revenue attribution is the process of assigning credit for closed revenue to specific marketing and sales touchpoints, campaigns, and channels that contributed to winning a deal, enabling measurement of marketing ROI and optimization of go-to-market spending.
A B2B customer data platform (CDP) is a centralized system that ingests customer and prospect data from multiple sources (CRM, web analytics, email, intent platforms), deduplicates and unifies it at the account and contact level, and makes it actionable for segmentation, personalization, and revenue intelligence.
A marketing qualified account (MQA) is a target account that meets ideal customer profile criteria (firmographic fit, company size, industry) and demonstrates behavioral intent signals (increased website visits, content engagement, or buying committee activity), indicating readiness for sales engagement.
A sales accepted lead (SAL) is a lead that marketing has qualified as matching the ideal customer profile and showing purchase intent, and that a sales representative has reviewed and accepted into their pipeline for active outreach and qualification.
Lead velocity rate (LVR) is a growth metric that measures the percentage increase in qualified leads month-over-month, indicating the momentum of your sales pipeline and the health of your demand generation relative to your sales team's capacity.
B2B buyer journey stages are the phases a purchasing committee moves through from awareness of a problem through evaluation, negotiation, and purchase: awareness (recognizing a problem exists), consideration (evaluating solution categories), evaluation (comparing vendors), and decision (selecting and negotiating with a vendor).
Demand capture targets buyers already searching for solutions in your category through paid search and SEO, while demand creation builds awareness and shapes preference among accounts not yet actively in-market through content, community, and thought leadership.
Dark funnel marketing tracks and engages buyers during off-platform interactions such as Slack communities, Discord servers, LinkedIn group conversations, and offline word-of-mouth referrals that traditional analytics tools cannot measure, capturing demand signals that occur outside owned channels.
Account data hygiene is the ongoing practice of keeping account records in CRM and the marketing stack accurate, complete, deduplicated, and current, so that scoring, routing, and reporting all run on trustworthy inputs rather than stale or conflicting data.