Growth, SaaS &
AI-Native GTM Glossary

The total amount of recurring revenue that a SaaS business expects to receive annually from its current customer base, calculated by multiplying Monthly Recurring Revenue (MRR) by 12.

The total cost of acquiring a new customer, including all sales and marketing expenses divided by the number of customers acquired in a given period.

The predicted net profit attributed to the entire future relationship with a customer, typically calculated as average revenue per user times gross margin divided by churn rate.

The amount of recurring revenue that a business can expect to receive every month from its current subscribers or customers.

The percentage of customers who stop using a service during a given time period, calculated as (customers lost / total customers at start) × 100.

The degree to which a product satisfies strong market demand, often measured through customer retention, growth rate, and user satisfaction metrics.

The systematic process of increasing the percentage of website visitors who complete a desired action, such as signing up for a trial or making a purchase.

A go-to-market strategy where the product itself is the primary driver of customer acquisition, conversion, and expansion.

A single metric that best captures the core value your product delivers to customers and drives sustainable business growth.

Additional revenue generated from existing customers through upselling, cross-selling, or increasing usage of the product.

The percentage of new users who complete key actions that indicate they've experienced the core value of your product during their initial usage period.

A controlled experiment methodology where two versions of a webpage, app, or feature are compared to determine which performs better for a specific goal.

A behavioral analytics technique that groups users based on shared characteristics or experiences within a defined time period to track their behavior over time.

A pricing strategy where basic product features are provided free of charge, while advanced features require a paid subscription.

A customer satisfaction metric that measures the likelihood of customers to recommend your product to others, scored from -100 to +100.

A go-to-market approach designed around AI agents from the start rather than bolted on. Research, outbound, content, and analysis run as supervised agent workflows, so one operator delivers the output of a full team. Distinct from 'AI-powered,' which adds AI to a fundamentally human-first process.

A workflow design where AI agents do the volume work and a human reviews, corrects, and approves the high-stakes steps. In AI-native GTM it is the safeguard that keeps agent-run outbound and content on-brand and factually accurate — the speed of automation with the judgment of an operator.

A multi-step process executed by AI agents that can plan, call tools, and chain actions toward a goal with minimal prompting — for example: research a prospect, draft a personalized email, then log it to the CRM. Agentic workflows are the building block of an AI-native growth team.

A coordinated set of specialized AI agents — each scoped to a task such as research, copywriting, or outreach — run and supervised by a single operator. The fleet replaces headcount for execution while a human owns strategy, brand, and quality control.

A service business that designs, builds, and runs automated and agent-driven workflows for clients — outbound, content, operations — and charges for the running system and its output rather than billable hours. It is the productized, agent-native evolution of the marketing agency.

A go-to-market engineer builds and operates the automated systems — data enrichment, lead routing, outbound sequencing, and AI agents — that run a revenue motion traditionally done by hand. The role pairs marketing and RevOps judgment with light engineering (APIs, no-code, scripting) to turn GTM strategy into running software.

An agent-augmented operating role that triages inbox, prioritizes work, drafts decisions, and coordinates execution across a founder's tools — compressing the coordination overhead a human chief of staff handles into a supervised AI workflow.

In go-to-market, an individual contributor owns and ships the work directly — positioning, content, campaigns, launches — rather than managing a team. In AI-native GTM a single IC supervising a fleet of agents now covers the scope that previously required an entire department.

Borrowed from forward-deployed engineering, a forward-deployed GTM operator embeds directly in a customer's workflow — building, configuring, and running the growth systems in production rather than handing off a strategy deck. The deliverable is a working system, not a recommendation.