The SaaS industry has invented its own vocabulary over the past 20 years and dozens of acronyms – ICP, TAM, GTM, CAC, and TCV, just to name a few. Venture capital investors have developed hundreds of different metrics to measure growth (e.g., ARR, viral coefficient), efficiency (e.g., CAC payback period, magic number), and retention (e.g., quick ratio, NRR). In this glossary, we will define all the key terms used by SaaS go-to-market organizations, including not just marketing, but also sales, customer success, product management, and finance keywords as well. The Bantrr glossary is a work-in-progress expected to be completed later in the year, but below are the key terms defined so far.
B2B strategy that concentrates marketing and sales resources on a defined set of…
A strategic business function focused on managing relationships with industry analysts at firms…
Category creation is a business strategy where a company defines, names, and educates…
Systematic practice of designing, structuring, and managing systems that produce digital content at…
Evaluates, structures, and approves complex or non-standard sales deals. It sits between sales,…
Demand generation is a marketing strategy focused on building long-term brand awareness, education,…
A promotional strategy that uses live, virtual, or hybrid experiences to connect brands…
An initial public offering (IPO) occurs when a privately held company owned by…
Post-contract support (PCS) refers to the ongoing technical support software companies provide customers…
Product marketing is the strategic process of bringing a product to market, positioning…
A go-to-market strategy that enables customers to discover, adopt, and purchase software in…
Public relations is a strategic communication process that builds mutually beneficial relationships between…
Professional services are offered by many SaaS companies to help customers implement, customize,…
A sales development representative (SDR) is an entry-level sales role focused on outbound…
A cloud computing model where a third-party provider hosts applications and delivers them…
Subscription pricing refers to models in which the customer pays a fixed monthly…
