Speak the language
The PMM glossary
The words that make you make sense in an interview. Use these correctly and you already sound like you belong.
- Positioning
- the market context you deliberately choose to be judged in.
- Messaging
- the words that carry your positioning to a specific audience.
- Go-to-market (GTM)
- the plan for how a product reaches and wins its market.
- Launch tiers
- sizing a launch (tier 1, 2, 3) so effort matches impact.
- Sales enablement
- the assets and training that help reps sell (battlecards, decks, one-pagers).
- Battlecard
- a one-page cheat sheet for beating a specific competitor.
- Win/loss analysis
- interviews with won and lost deals to learn why you win or lose.
- ICP (ideal customer profile)
- the specific type of company you're built to serve.
- Persona
- the specific human you're selling to, with their goals and fears.
- Value proposition
- the one clear reason a buyer should choose you.
- Competitive intelligence
- tracking competitors' moves, claims, and pricing.
- Category
- the mental box buyers put you in before they start comparing you.
- TAM / SAM / SOM
- total, serviceable, and obtainable market size.
- PLG (product-led growth)
- the product itself drives acquisition and expansion.
- ARR / MRR
- annual and monthly recurring revenue.
- Churn
- the rate at which customers leave.
- Activation
- the moment a new user first gets real value.
- Time to value (TTV)
- how fast a customer reaches that first value.
- One-pager
- a single-page summary of a product's value for buyers or reps.
- Objection map
- a ranked list of the reasons buyers hesitate, with an answer to each.