Glossary of GTM Terms
A comprehensive glossary of key terms and frameworks used throughout the Product Launch Mastery course.
A
ACAF Feedback Loop : A four-step framework for operationalizing customer feedback: Ask, Categorize, Act, and Follow-up. It ensures feedback is systematically collected, analyzed, and acted upon.
After-Action Review (AAR) : An internal feedback loop for the GTM team, held post-launch to debrief and learn from the process. It answers four key questions: What did we expect to happen? What actually happened? What went well and why? What can we improve?
B
Buyer Persona : A semi-fictional representation of the ideal people within an ICP company who are involved in the purchase decision. It details their goals, motivations, and pain points to tailor messaging.
C
Classic Story Arc : A five-act narrative structure used to map the customer's journey: Exposition (the "before" state), Inciting Incident (the trigger), Rising Action (the journey), Climax (the "Aha!" moment), and Resolution (the "after" state).
Customer Support Enablement : The process of proactively preparing the customer support team for a launch with training, internal FAQs, and clear escalation paths to handle customer inquiries effectively.
G
Go-to-Market (GTM) Brief : The master strategy document for a launch. It synthesizes the target audience, problem, positioning, messaging, pricing, and channel plan into a single, shareable artifact for all stakeholders.
Go-to-Market (GTM) Engine : The modern evolution of a GTM strategy from a static plan into a dynamic, continuously learning system powered by feedback loops, Product-Led Growth (PLG), and AI.
Go-to-Market (GTM) Strategy : A comprehensive, holistic plan for launching a product or entering a new market. It encompasses marketing, sales, pricing, distribution, and support to achieve specific business goals.
Golden Circle : A framework by Simon Sinek used to define a product's core story by starting from the inside out: Why (the purpose), How (the unique process), and What (the features).
H
Hero : The central character in a product narrative, which is always the customer. The story revolves around their journey, goals, and transformation.
I
Ideal Customer Profile (ICP) : A detailed, data-backed description of the perfect-fit company (for B2B) or demographic group (for B2C) that derives the most value from a product. It is the bullseye for all targeting efforts.
M
Magic Weapon : The role of your product or feature in the product narrative. It is the tool that empowers the Hero (the customer) to defeat the Villain (their problem).
Messaging House : A hierarchical framework that serves as the single source of truth for all launch communications. It consists of the Roof (the core message), the Pillars (3-4 key benefits), and the Foundation (features and proof points).
P
POEM Framework : A model for structuring a balanced channel strategy across Paid Media (e.g., ads), Owned Media (e.g., website, blog), and Earned Media (e.g., press, reviews).
Positioning Statement : A concise statement that articulates a product's unique place in the market relative to alternatives, typically following the format: "For [target customer] who [has a need], our [product] is a [category] that [provides a benefit]. Unlike [competitor], we [differentiator]."
R
RACI Framework : A responsibility assignment matrix used to clarify roles and eliminate confusion in a project. It defines who is Responsible (the doer), Accountable (the owner), Consulted (provides input), and Informed (kept up-to-date).
S
Sales Enablement : The process of equipping the sales team with the materials (e.g., playbooks, battlecards), training, and knowledge needed to sell a new product effectively.
Sales Motion : The specific process by which a product is sold. Common motions include Self-Serve (Product-Led Growth), Inside Sales, Field Sales (Enterprise), and Channel Partners.
"So What?" Method : A technique for translating product features into customer benefits by repeatedly asking "So what?" until a core human or business value is reached.
SOM (Serviceable Obtainable Market) : The realistic slice of the SAM that a company can capture in the near term, considering its resources and competition. This is the most critical market sizing metric for setting near-term goals.
SAM (Serviceable Available Market) : The portion of the TAM that a company's products and business model can realistically serve, constrained by factors like geography or industry focus.
Story Before Strategy : The golden rule of product launches: establish the core narrative (the "Why") before defining the tactical GTM plan. The story acts as a strategic filter for all decisions.
T
TAM (Total Addressable Market) : The total worldwide demand for a product or service, representing the maximum possible revenue opportunity.
V
Value Proposition Canvas : A strategic tool that ensures a product's features are aligned with customer needs. It maps the Customer Profile (Jobs, Pains, Gains) to the Value Map (Products, Pain Relievers, Gain Creators).
Value-Based Pricing : A pricing strategy where the price is determined by the perceived economic value the product delivers to the customer, rather than by cost or competitor prices.
Villain : The tangible enemy in the product narrative that the Hero (customer) is fighting. It is the personification of the customer's problem or frustration (e.g., "The Spreadsheet of Doom").