10 GTM Terms Every CEO Gets Wrong

Most teams throw around terms like ICP and pipeline velocity like they know what they mean. They don't, and it's quietly creating chaos in the business. I've spent 20 years in go-to-market, built two companies to $100M+ exits, and worked with over 5,000 companies running on the GTM operating system. In this video I break down 10 GTM terms: five industry terms most people misuse, and five we've coined ourselves after seeing the same patterns over and over. For each one I walk through exactly what good looks like and what bad looks like, so your team can actually use these instead of just repeating them. (00:00) Why most leaders get the basics of GTM wrong (01:29) Term 1: ICP (the real definition, not firmographics) (04:09) Term 2: CAC payback and why 12 months is the target (05:59) Term 3: Net revenue retention (NRR) and the leaky bucket problem (08:12) Term 4: Pipeline velocity vs. pipeline volume (10:17) Term 5: Go-to-market motion (the four types) (12:30) Term 6: Go-to-market debt (the five types) (14:36) Term 7: TRM, why TAM is the wrong number to chase (17:03) Term 8: The enablement gap (19:35) Term 9: The GTM operating system's eight questions (21:47) Term 10: Forward deployment operators (23:34) Recap: all ten terms and what to do next Get your free GTM assessment at runongtmos.com/move. #GTMOS #GTMTerms #GoToMarket #B2BSaaS