Go-to-Market Strategy (GTM)

The process of supplementing your existing CRM records with additional data from external sources — firmographics, technographics, contact details, intent signals, and more. Enrichment fills in the gaps that your forms and manual entry inevitably leave behind. Without it, your sales team is calling into accounts blind, your segmentation is unreliable, and your lead scoring is based on incomplete information.

The ongoing practice of keeping your CRM data accurate, complete, consistent, and up to date. Data hygiene includes fixing formatting issues, removing duplicates, updating stale records, and enforcing input standards. It sounds unglamorous, but bad data is the root cause of most RevOps failures — from inaccurate forecasts to wasted outreach to missed renewals. Companies that invest in data hygiene outperform those that don't, full stop.

A software system that manages core business processes like finance, supply chain, operations, and human resources in a single integrated platform. For B2B companies, the ERP-to-CRM connection is critical — it's how you reconcile what sales promised with what operations delivers and finance invoices. When these systems don't talk to each other, you get revenue leakage, billing errors, and customer experience gaps that erode trust.

A growth model that replaces the traditional sales funnel with a circular system where happy customers drive referrals, reviews, and expansion revenue that feed new growth. Unlike the funnel, which treats customers as an output, the flywheel treats them as an input — the force that accelerates your business. Companies that build true flywheels spend less on acquisition over time because their existing customers do an increasing share of the selling for them.

A detailed description of the type of company that gets the most value from your product and is most likely to buy, stay, and expand. Your ICP defines firmographic traits like industry, company size, tech stack, and business model. Getting this right is the single highest-leverage thing you can do for revenue efficiency — every downstream metric improves when you stop chasing companies that were never going to be a good fit.

Connecting two or more software systems so they share data automatically, eliminating manual data entry and ensuring every team works from the same numbers. For mid-market companies, integrations between your CRM, marketing platform, billing system, and support tools are what turn a collection of disconnected apps into a real revenue engine. Poor integrations create data silos, reporting conflicts, and wasted hours on manual reconciliation.