GTM glossary
Definitions of the B2B GTM, sales, and AI workspace terms used across modern revenue stacks. Written for revenue operators who want plain-language explanations without marketing fluff.
- AI-nativeAI-native describes software designed from the ground up around large language models and AI agents, where AI is a core capability rather than a feature added on top of an existing product.
- Composable revenue stackA composable revenue stack is an approach to GTM tooling where teams pick best-in-class products for each layer (data, outreach, workflow, pipeline) and connect them through integrations or a plugin platform, instead of buying one all-in-one product.
- GTM platformA GTM platform is software that unifies the tools a B2B revenue team needs to identify, engage, and convert customers, including prospect data, outreach, workflow automation, and pipeline management.
- Lead enrichmentLead enrichment is the process of augmenting a basic contact or company record (often just a name or email) with additional data such as job title, company size, technographics, and verified contact details, typically pulled from one or more third-party data providers.
- Model Context ProtocolModel Context Protocol (MCP) is an open standard for connecting AI models to external tools and data sources, letting an LLM discover and call functions provided by separate servers in a structured, secure way.
- Multi-provider enrichmentMulti-provider enrichment is a strategy of using more than one data provider to enrich a record, typically arranged as a waterfall where providers are queried in priority order until a usable result is returned, optimizing for coverage and cost.
- Plugin platformA plugin platform is software architecture in which third-party or first-party features are added through self-contained plugins that register routes, data schemas, automation actions, and AI tools with a host application, instead of being baked into a single monolithic codebase.
- Revenue operationsRevenue operations (RevOps) is the function inside a B2B company that aligns sales, marketing, and customer success around shared data, tooling, and process, typically owning the GTM stack and the metrics that span the funnel.
- Sales engagementSales engagement is the category of software and processes that orchestrates multi-touch outreach across email, phone, LinkedIn, and other channels, typically organized as sequences or cadences with scheduled steps and tracked engagement.
