Glossary.
Fifty terms defining how revenue actually compounds in B2B. Each carries TGRC's take, not Wikipedia's.
Foundation
ICP isn't a persona doc. It's a buying-pattern.
Positioning isn't messaging. It's the category claim.
Not for everyone. Most B2B should compete in existing categories.
It's the diagnostic, not the plan.
GTM is a system, not a launch.
Linear journey is a myth. Engines model loops.
TAM math is usually motivated reasoning.
How the ten systems connect into one revenue engine.
Where one system feeds another but the handoff is broken.
A handoff map. The diagnostic that names the breaks.
Attention
Paid spends against Strategy's targets, not its own KPIs.
Most "demand gen" is actually demand capture.
Capturing existing intent vs. creating new intent.
SEO is funnel entry points, not traffic.
How AI search engines weigh source credibility.
This is the new SEO. Structure for AI parsing.
Comments warm prospects. Posts don't.
Content without distribution is decoration.
False dichotomy. Brand IS demand at scale.
Channels engineered as a sequence, not assembled as a list.
Conversion
Funnels translate clicks to intent. Misalignment wastes the click.
Stages with criteria, not labels.
MQL is a fragmentation symptom, not a useful metric.
SQL stage gate criteria matter more than the label.
Scoring should reflect engine signals, not arbitrary points.
CRO is mechanism work, not button color.
Volume × value × win rate ÷ length.
Win rate is a downstream signal of engine health upstream.
3x coverage is folk wisdom. Real number depends on velocity.
The two conversion systems compounding.
Outbound
Cold email is a list problem, not a copy problem.
Deliverability is the foundation. Wrong list burns the domain.
How mailbox providers score your domain.
Cadence is sequence design. Spacing matters more than copy.
Outreach earns replies. Volume burns trust.
ABM is targeting + sequencing, not a tool category.
Real personalization is research. Tokens are theater.
Reply rate measures list quality more than copy quality.
How to scale outbound without burning sender reputation.
Email + outreach connected as one circulatory system.
Operations
CRM is the engine's nervous system, not a database.
Automation routes signal. Bad routing makes everything worse.
Attribution models are arguments, not facts.
More honest than last-click. Still a model.
RevOps is the engine maintenance team.
SalesOps is one node of RevOps, not a separate function.
MarketingOps without RevOps creates fragmentation.
Forecast accuracy reflects engine health, not rep skill.
Every dashboard ages. The question is which signal to trust today.
CRM + Analytics as the substrate that makes everything else legible.