GTM + RevOps Glossary
The go-to-market and revenue operations terms you’ll encounter working with Agni — and across modern B2B SaaS organisations. Definitions written for operators, not academics.
ABM (Account-Based Marketing)
A go-to-market strategy where marketing and sales coordinate activity around a specific list of target accounts, rather than casting a wide inbound net. Measured by account engagement rate and pipeline penetration, not lead volume.
CAC (Customer Acquisition Cost)
Total cost of acquiring one new customer — including marketing spend, headcount, tools, and agency fees. True CAC = (all marketing + sales costs) ÷ new customers acquired. Commonly miscalculated by excluding headcount.
CAC Payback Period
Months to recover the cost of acquiring a customer: CAC ÷ (MRR × Gross Margin %). B2B SaaS benchmarks: <12 months (excellent), 12–18 months (acceptable at Series A), >18 months (requires attention).
Demand Generation
Creating and accelerating awareness, interest, and intent for your product in your target market. Distinct from lead generation (capturing contacts) — demand gen creates the conditions where buyers seek you out.
Fractional CMO
A senior marketing executive engaged on a part-time or retainer basis rather than as a full-time employee. Operates as part of the leadership team, owns strategy and pipeline outcomes, typically 1–3 days/week. Different from a consultant: executes, doesn’t just advise.
GTM (Go-To-Market)
The strategy and execution plan for how a company brings its product to market — covering ICP definition, positioning, channels, pricing, sales motion, and customer success. A GTM strategy defines who you sell to, how you reach them, and how you close and retain them.
ICP (Ideal Customer Profile)
A detailed description of the company most likely to benefit from your product and generate maximum LTV. Defined by firmographics (size, sector, geography), technographics (tech stack), behavioural signals, and trigger events. Built from closed-won data, not assumptions.
LTV (Lifetime Value)
Total revenue (or gross margin) generated by a customer over their entire relationship with your company. LTV = ACV × Gross Margin × Average Customer Lifespan (in years). Target LTV:CAC ratio for healthy SaaS: 3:1 or higher.
MQL (Marketing Qualified Lead)
A lead that marketing has assessed as ready for sales engagement, based on agreed criteria (firmographic fit + behavioural signals). The MQL definition must be agreed in writing between marketing and sales — it is the most important definition in the entire funnel.
NRR (Net Revenue Retention)
Revenue retained from existing customers after accounting for churn, downgrades, and expansions. NRR >100% means expansion revenue offsets churn. Best-in-class B2B SaaS: NRR 120%+. Below 85% signals a retention problem that marketing expansion cannot fix.
Pipeline Velocity
The speed at which deals move through the sales funnel. Calculated as: (Number of Deals × Average Deal Size × Win Rate) ÷ Average Sales Cycle Length. Tripling pipeline velocity (as in one of our case studies) can be achieved by improving any of these four components.
RevOps (Revenue Operations)
The function that aligns marketing, sales, and customer success operations around a shared revenue goal — with unified data, processes, and technology. RevOps removes the silos between these three functions and creates a single view of the customer journey from first touch to renewal.
SQL (Sales Qualified Lead)
A lead that the sales team has accepted as worth pursuing, based on qualification criteria (usually BANT: Budget, Authority, Need, Timeline). MQL→SQL conversion rate is a key funnel health metric; benchmark for B2B SaaS is 13–20%. Below 10% usually means the MQL definition is too loose.
TAM / SAM / SOM
Total Addressable Market (the full global opportunity), Serviceable Addressable Market (the portion you can reach with your current model), and Serviceable Obtainable Market (what you can realistically capture). Used in fundraising and market sizing — the most useful number for GTM planning is SAM.