Every term I actually use,
explained plainly.
GTM, AI, outbound, enrichment, tools. Short and plain. 45 terms and counting.
Ideal Customer Profile. The companies that actually get value from what you sell, not everyone who could theoretically buy. Define it narrow. Broad ICPs produce bad outreach.
Budget, Authority, Need, Timeline. If all four show up, the deal is real. Missing one usually means it stalls.
All the deals in progress, organised by stage. Healthy means spread across every stage, not bunched at the top.
Annual Recurring Revenue. Yearly subscription revenue you can count on. The number SaaS companies live and die by.
ARR but monthly. Better for tracking momentum and catching problems while they're small.
Customer Acquisition Cost. What it costs to land one customer, sales, marketing, and tooling included. If it's higher than LTV, you lose money on every customer.
Lifetime Value. Total revenue from a customer over the whole relationship. You want it at 3x CAC or better.
Sales Development Representative. Does the outbound and books qualified meetings. Fills the top of the pipeline.
Account Executive. Closes what the SDR books. Owns the deal from first meeting to signed contract.
A customer cancels or doesn't renew. High churn kills a SaaS business faster than almost anything else.
Email to someone who never asked to hear from you. Works when it's short, specific, and references something real about them.
A set of automated touches over time. Email, LinkedIn, or both. Usually 3 to 6 steps with delays in between.
The timing between steps in a sequence. Too fast reads as spam. Too slow and the thread goes cold.
Whether your email lands in the inbox or in spam. Driven by domain reputation, volume, content, and setup like SPF and DKIM.
Signals that someone is actively researching a problem you solve. Web visits, content downloads, search behaviour.
A number on each lead for how well they fit your ICP. High scores get worked first. Keeps the team off bad conversations.
Run providers in order until one returns the data. Apollo misses the email, try Hunter. Hunter misses, try Dropcontact. Stop at the first hit.
Reaching out because something just happened. Funding round, new hire, job change. Converts better because the timing makes sense to the recipient.
Outreach that reads personal without writing each message by hand. Usually AI columns in Clay pulling real company or person data.
The share of emails that never got delivered. Above 2% your domain reputation starts to tank.
Large Language Model. The AI that generates text. GPT-4o, Claude, Gemini. The engine behind most AI GTM tools.
Writing instructions so an LLM gives you the same quality output every time. In GTM that means prompts that reliably produce openers, summaries, or classifications.
An LLM that takes actions, not just writes text. It browses, calls APIs, and decides its next step from what it finds.
One app pinging another the moment something happens. New lead lands, webhook fires, n8n picks it up and runs the workflow.
Application Programming Interface. How two pieces of software talk. Connect Clay to HubSpot and everything moves over their APIs.
AI sorting text by what the writer meant. In GTM, mostly tagging replies as Interested, Not Interested, Price Question, or Out of Office.
Making the LLM reason step by step before it answers. Big accuracy gains on things like lead qualification and research summaries.
Retrieval-Augmented Generation. Feed the LLM your own documents before it answers. Use it when the AI needs to reason over your data, not its training set.
A visual automation in n8n. Each node does one job and they chain into a full pipeline. Barely any code required.
The n8n node where you write JavaScript. For when the built-in nodes don't do exactly what you need.
Start with a name or domain, add everything else. Tech stack, headcount, funding stage, LinkedIn URL, email.
Company data. Industry, size, location, revenue range, funding stage. Used to check ICP fit before you reach out.
What tools a company runs. A company on HubSpot tells you something about maturity and budget. BuiltWith and Clearbit sell this data.
Behaviour that says a company is in buying mode. Hiring sales roles, raising money, entering a new market. Reach out in those windows.
Watching for contacts who move companies. New decision makers like bringing in their own vendors. One of the best converting triggers there is.
A company announces a round. They have budget and pressure to grow fast. Strong trigger for outbound.
Run enrichment through providers in sequence until you get a hit. More coverage, and no single provider gets overpaid.
A clean CRM. No contacts without emails, no duplicates, no stale deals sitting open. Bad hygiene means you can't trust your own pipeline numbers.
Spreadsheet for enrichment and research automation. 75+ data providers plus an AI column that generates custom output per row. Nothing else comes close right now.
Open source workflow automation. Connects apps, runs logic, handles webhooks, runs AI mid-workflow. What I build most of my automations in.
LinkedIn outreach for agencies and GTM teams. Runs multiple LinkedIn accounts and sequences without tripping LinkedIn's limits.
Email outreach built around deliverability. Unlimited sending accounts, automatic warmup, open and reply tracking across all of them.
Cold email at scale with the deliverability plumbing built in. Usually paired with Clay for enrichment and segmentation before sending.
The default CRM for SMB and mid-market. Contacts, deals, pipelines, sequences, reporting. The integration I build against most.
Big contact database, sequencing, and a LinkedIn extension in one. Shows up both as a data source in waterfalls and as a standalone outreach tool.