Reference

The GTM & AI agent glossary

Short, plain-English definitions for the terms behind AI agents in the revenue stack, what they mean, why they matter, and where the oversight actually lives.

AI fundamentals

Agentic AIAgentic AI is software that plans and executes multi-step tasks on its own, taking actions in real systems rather than only generating text. Where a chatbot answers and a copilot suggests, an agent decides what to do next based on what it finds and then does it, such as updating a CRM record, sending an email, or opening a ticket.
AI AgentAn AI agent is a program that uses a language model to pursue a goal by taking actions through tools, not just producing text. It reads context, decides on a step, calls a tool or API to execute it, and repeats, which lets it complete work like enriching a lead, drafting and sending a follow-up, or updating a system of record.

AI oversight

Human in the LoopHITLHuman in the loop (HITL) is an oversight model where an AI system cannot execute an action until a person approves it. The human sits inside the decision cycle, so the failure is caught before it happens rather than reported after, which is why it is the strongest control for irreversible or customer-facing actions.
Human in CommandHICHuman in command (HIC) is the highest level of AI oversight: a person retains the authority to decide whether and when an AI system is used at all, sets the boundaries it operates within, and can shut it down entirely. Unlike approving individual actions, it is the standing control over the system's role.
Kill SwitchAI kill switchAn AI kill switch is a control that stops a running agent immediately when something goes wrong. A real one is central (one place that can pause every agent), complete (it revokes tokens and halts queued actions, not just new ones), and tested, so it works in the seconds you need it rather than the minutes you do not.

AI security

Excessive AgencyExcessive Agency is an AI security risk, listed as LLM06 in the OWASP Top 10 for LLM applications, where an agent can take high-impact actions it should not. OWASP names three root causes: too much functionality, too many permissions, and too much autonomy. Notably, the model's intelligence is not on that list.
Prompt InjectionPrompt injection is an attack where malicious instructions are hidden in the content an AI agent reads, such as an email, a web page, or a document, causing the agent to follow the attacker's commands instead of the user's. It is the top-listed risk in the OWASP LLM Top 10.
Non-Human IdentityNHIA non-human identity is any account that acts in your systems without being a person: a service account, an API key, an automation, or an AI agent. These identities now vastly outnumber human ones, and most organizations govern them far less carefully, which becomes a problem when agents start writing to systems of record.
Least PrivilegeLeast privilege is the principle of granting an identity only the permissions its job actually requires, and no more. For AI agents it is a primary defense: an agent scoped to read contacts and log activities simply cannot delete records or touch billing, so a wrong or hijacked action is bounded by what it was never allowed to do.

GTM

AI SDRAI sales development repAn AI SDR is software that automates the sales development rep's work: researching prospects, writing outreach, running sequences, and booking meetings. They range from fully autonomous agents that run the whole outbound motion to augmentation tools that speed up a human rep who still owns what gets sent.
Conversation IntelligenceConversation intelligence is software that records, transcribes, and analyzes sales and customer calls to surface insights: what was said, what was committed, deal risk, and coaching moments. Tools like Gong and Chorus popularized the category, and it now feeds AI agents that draft the follow-up work after a call.
Agentic AI in CRMAgentic AI in a CRM is software that takes actions on your CRM data rather than only answering questions about it: enriching records, routing leads, updating fields after a call, merging duplicates, and flagging renewal risk. That autonomy separates it from a copilot, which suggests while a human performs every write.
RevOpsRevenue OperationsRevOps, or Revenue Operations, is a strategic function that unifies and optimizes all processes, systems, and data across marketing, sales, and customer success teams. Its primary goal is to maximize revenue generation, improve operational efficiency, and enhance the overall customer experience by ensuring seamless alignment from lead acquisition through retention.
Speed to LeadSpeed to Lead refers to the elapsed time between when a potential customer, or lead, expresses interest in a product or service and when a sales representative makes initial contact. Minimizing this time is crucial in B2B sales, as a quicker response significantly increases the likelihood of engaging the lead and moving them through the sales funnel. It is a key metric for sales efficiency and effectiveness.
Intent DataIntent Data refers to information collected from various digital sources that indicates a company or individual is actively researching or showing interest in specific products, services, or topics. In B2B sales and marketing, it helps identify potential buyers who are likely to be in-market for a solution, allowing go-to-market teams to prioritize their efforts and personalize outreach effectively.
Lead RoutingLead routing is the automated or manual process of assigning incoming prospective customers (leads) to the most appropriate sales representative or team within a B2B organization. This assignment is typically based on predefined criteria, such as geographic location, company size, industry, product interest, or lead source. Its primary goal is to ensure timely follow-up and maximize the likelihood of converting a lead into a customer.
Ideal Customer ProfileICPAn Ideal Customer Profile (ICP) is a detailed description of the type of company that would gain the most value from a vendor's product or service, and in turn, be most valuable to the vendor. It outlines key firmographic, technographic, and sometimes behavioral characteristics of a perfect-fit customer.
Net Revenue RetentionNRRNet Revenue Retention (NRR) is a key B2B metric that measures the percentage of recurring revenue retained from existing customers over a specific period. It accounts for revenue from renewals, upgrades, and cross-sells, offset by revenue lost from downgrades and churn.
Email DeliverabilityEmail Deliverability refers to the ability of a sender's emails to successfully reach the recipient's primary inbox, rather than being blocked, filtered into spam, or bouncing. In B2B go-to-market and sales, it directly impacts the effectiveness of outreach campaigns, ensuring that critical messages like proposals, product updates, and follow-ups are seen by target prospects and customers. Maintaining high deliverability is fundamental for efficient communication and revenue generation.
Sales CadenceA sales cadence is a pre-planned, timed sequence of sales activities designed to engage a prospect over a specific period. It typically includes a mix of communication channels like emails, phone calls, social media interactions, and other touchpoints. The goal is to consistently nurture the prospect, build interest, and ultimately move them towards a sales conversation or a specific action.
Data EnrichmentData Enrichment in B2B go-to-market and sales refers to the process of adding more detailed, accurate, and relevant information to existing customer and prospect records. This involves appending data points like company size, industry, technology stack, revenue, and contact details from various external sources. The goal is to create a more comprehensive profile, enabling better targeting, personalization, and more effective sales and marketing strategies.
Lead ScoringLead Scoring is a methodology used in B2B sales and marketing to rank potential customers (leads) based on their perceived value and likelihood to convert into a paying customer. It assigns numerical scores to leads, indicating how interested they are in a company's product or service and how well they fit the ideal customer profile. This prioritization helps sales teams focus their efforts on the most promising opportunities.
Revenue IntelligenceRevenue Intelligence is the process of gathering and analyzing data to predict and understand potential sales opportunities.
Sales Engagement PlatformSEPA Sales Engagement Platform is a software solution designed to help sales teams manage and automate their interactions with potential customers.
Account-Based MarketingABMAccount-Based Marketing (ABM) is a targeted approach where businesses focus their marketing efforts on specific companies rather than individuals.
Customer Acquisition CostCACCustomer Acquisition Cost (CAC) is the total cost incurred by a company to acquire one new customer.
Annual Recurring RevenueARRAnnual Recurring Revenue (ARR) is the total revenue a company expects to receive from a customer over a year for products or services they have already sold.
Sales-Qualified LeadSQLA Sales-Qualified Lead is a potential customer who has shown interest in a product or service and meets specific criteria set by the sales team.
Marketing-Qualified LeadMQLA Marketing-Qualified Lead is a potential customer who has shown interest in a product or service through specific marketing activities and meets predefined criteria set by the marketing team.
Sales VelocitySales velocity measures how quickly a team turns opportunities into revenue. It is commonly calculated as the number of open opportunities multiplied by the average deal value and the win rate, divided by the average length of the sales cycle. A higher figure means revenue is being generated faster.
Total Addressable MarketTAMThe total addressable market is the entire group of potential customers who could be reached and served by a company's products or services.
Win RateWin Rate is the percentage of sales opportunities that result in a sale.
Churn RateChurn rate is the percentage of customers who stop doing business with a company over a specific period.
Product-Qualified LeadPQLA Product-Qualified Lead (PQL) is a potential customer who has experienced value by actually using a product, usually through a free trial or a freemium plan, and shows usage signals that suggest they are ready to buy. Unlike a marketing-qualified lead, which is based on marketing engagement, a PQL is qualified by product usage.
Sales Development RepresentativeSDRA Sales Development Representative (SDR) is a sales professional responsible for identifying potential customers and establishing initial contact to drive pipeline growth.
Customer Lifetime ValueLTVCustomer Lifetime Value (CLV, also called LTV) is the total profit a business expects to earn from one customer over the entire relationship. In B2B SaaS it is an estimate rather than a measurement: you project it from average account revenue, gross margin, and how long customers stay, so it tells you how much you can afford to spend acquiring and keeping each account.
Monthly Recurring RevenueMRRMonthly Recurring Revenue (MRR) is the fixed amount of money a company receives regularly from its customers for ongoing services or products.
Pipeline CoveragePipeline coverage is the ratio of open pipeline value to the sales target for a period, often expressed as a multiple such as 3x. It tells a team whether it has enough opportunities in play to hit quota, given its typical win rate.
Sales ForecastingSales forecasting is the process of estimating future sales based on historical data and market trends.
Domain WarmupDomain warmup is a process of gradually introducing a company's domain to potential customers to build legitimacy and avoid being flagged as spam. It involves strategically increasing email engagement and website traffic to establish trust with both customers and email systems.
Golden DatasetA Golden Dataset is a curated, high-quality collection of verified customer and market data used to inform targeted sales strategies in B2B contexts. It serves as a centralized repository of accurate leads, company insights, and engagement opportunities to improve outreach effectiveness and sales efficiency.
LLM-as-a-JudgeLLM-as-a-Judge refers to using a large language model to evaluate and prioritize sales opportunities or customer interactions by analyzing data and making recommendations. It acts as a decision-making tool to streamline processes but requires human oversight for final actions.
MEDDICMEDDIC is a sales methodology used in B2B markets to structure go-to-market strategies by focusing on measurable outcomes and aligning with customer priorities. It helps sales teams prioritize efforts around what matters most to buyers while ensuring alignment with business goals.
Mutual Action PlanA Mutual Action Plan is a structured agreement between a business and its client outlining shared steps to achieve specific goals. It ensures both parties align on objectives, responsibilities, and timelines to drive successful outcomes.
RevOps SLARevOps SLA is a framework that aligns revenue operations teams (sales, marketing, customer success) by defining shared goals, metrics, and responsibilities to drive consistent revenue outcomes. It establishes clear expectations for collaboration and performance tracking across cross-functional functions.
Sales EnablementSales Enablement is the process of equipping sales teams with tools, training, and resources to effectively sell products or services. It focuses on aligning sales strategies with customer needs and business goals to drive revenue growth.
Sales Qualified OpportunityA Sales Qualified Opportunity is a lead that has met specific criteria to be considered ready for the sales team to pursue. It indicates the prospect has budget, decision-making authority, and a clear need that aligns with the product or service. This stage ensures sales efforts are focused on viable prospects.
SPF, DKIM, and DMARCSPF, DKIM, and DMARC are email authentication protocols used to verify the legitimacy of email senders and prevent spoofing, phishing, and other malicious activities in B2B sales communications.
Waterfall EnrichmentWaterfall Enrichment is a sales process where customer data and insights are systematically collected and integrated at each stage of the sales funnel to inform decision-making. It ensures that all relevant information is considered before advancing to the next phase, improving the quality of outreach and deal outcomes.
Agent GuardrailsAgent Guardrails are predefined boundaries or rules set for AI-driven sales agents to prevent errors, ensure compliance, and align with business goals. They act as checkpoints to stop agents from taking actions that could harm customer relationships or violate company policies.
Pipeline VelocityPipeline Velocity measures how quickly deals progress through a sales pipeline from initial contact to closed deal. It reflects the efficiency of the sales process and is critical for forecasting revenue and optimizing resource allocation.
Sales Accepted LeadA Sales Accepted Lead is a qualified prospect that the sales team formally takes ownership of after initial validation by marketing or a lead generation team. It marks the official handoff from lead generation to the sales process, ensuring the opportunity is prioritized and tracked within the sales pipeline.
SQL vs MQLSQL stands for Sales Qualified Lead, meaning a prospect ready for direct sales outreach. MQL stands for Marketing Qualified Lead, indicating a prospect that has met basic criteria but requires further validation by sales before being prioritized. The distinction helps align marketing and sales efforts by defining which leads are ready for next steps.
Tool Use in AI AgentsTool Use in AI Agents refers to the ability of AI systems to interact with external systems, data sources, or applications to perform tasks automatically. This capability enables AI agents to handle complex workflows by leveraging pre-existing tools, reducing manual effort and improving operational efficiency in B2B environments.

Agents

Model Context ProtocolMCPThe Model Context Protocol (MCP) is an open standard, introduced by Anthropic, for connecting AI assistants and agents to external tools, data sources, and systems through a common interface. Instead of building a custom integration for each app, developers expose their data and actions through an MCP server that any MCP-compatible AI client can call.
Agentic WorkflowAn agentic workflow is a process in which one or more AI agents plan and carry out a multi-step task with some autonomy, deciding which steps to take and calling tools or systems to complete them, rather than following a fixed script. A human typically sets the goal and reviews or approves the key steps.
Retrieval-Augmented GenerationRAGRetrieval-Augmented Generation (RAG) is a technique where an AI system first retrieves relevant documents or data from an external source, then feeds that context to a language model so its answer is grounded in that information rather than the model's memory alone. It is used to make responses more accurate and up to date.
AI GuardrailsAI guardrails are the rules, checks, and constraints placed around an AI system to keep its behavior safe, accurate, and within policy. They can block unsafe outputs, limit what actions an agent may take, and require human approval on high-consequence steps.
Tool CallingTool calling, also called function calling, is when an AI model or agent invokes an external function, API, or tool to take an action or fetch information rather than only generating text. The model decides which tool to call and with what inputs, then uses the result to continue the task.