All Resources

Glossary

Definitions of key marketing, growth, and analytics terms you need to know.

Concepts

ABM Maturity Model

A prescriptive framework that defines the capabilities, processes, and outcomes a B2B team must build at each stage to scale Account-Based Marketing.

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ABM Maturity Scale

A framework that measures how advanced an organization is at executing Account-Based Marketing across strategy, data, plays, and revenue alignment.

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Account-Based Marketing

A B2B strategy that treats individual high-value accounts as markets of one, aligning sales and marketing around tailored campaigns.

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Buyer Persona

A semi-fictional profile of the human decision-maker inside your ICP — their role, goals, pains, triggers, and how they actually buy.

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Decision-Making Unit (DMU)

The group of people inside a target account who collectively decide whether to buy — the real audience of any B2B and ABM motion.

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Ideal Customer Profile (ICP)

A precise description of the type of company that gets the most value from your product and gives the most value back — the foundation of any B2B go-to-market.

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Product-Led Growth (PLG)

A go-to-market strategy where the product itself is the primary driver of customer acquisition, activation, retention, and expansion — users experience value before paying.

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Sales-Led Growth (SLG)

A go-to-market strategy where a dedicated sales team drives customer acquisition through outbound prospecting, discovery calls, demos, and negotiated contracts — common in high-ACV or complex B2B.

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Target Account List (TAL)

The curated list of named companies that sales and marketing agree to pursue together as part of an Account-Based Marketing program.

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