GTM & buying signals glossary
Clear, practitioner-level definitions of the go-to-market terms behind signal-based selling — what each means, why it matters, and how to act on it.
- Account-based marketing (ABM)
Account-based marketing (ABM) concentrates sales and marketing on a defined set of high-value target accounts with coordinated, personalized programs.
- AI SDR
An AI SDR is software that automates sales development work — prospecting, research, personalization, and outreach — that a human SDR normally does.
- Buying committee
A buying committee is the group of stakeholders — often 6 to 10 in a complex B2B deal — who together decide on a purchase.
- GTM engineer
A GTM engineer is a technical go-to-market role that builds and automates the systems connecting data, signals, enrichment, and outreach.
- Ideal customer profile (ICP)
An ideal customer profile (ICP) defines the companies — by firmographics, tech, and behavior — most likely to become high-value customers.
- Intent data
Intent data is behavioral signal — content surges, web visits, keyword research — used to infer an account is actively researching a category.
- Signal-based selling
Signal-based selling means timing outreach to real buying signals — funding, hiring, leadership, tech-stack — instead of working a static list.
- Trigger events
Trigger events are discrete, dated occurrences — funding, hiring, leadership changes — that create a fresh reason and a window to reach out to an account.