GTM30 glossary
Definitions of the core GTM30 terms used across ambassadors, community, programmatic content, and cross-functionality.
Start here
If you’re reading the glossary, the fastest way to contextualize terms is to open the four GTM30 pillars and come back for definitions as you go.
The system view of the full GTM30 stack.
Distributed trust and a tiered participation layer.
Loops that turn public conversations into compounding assets.
Canonical pages + schema + signals for SEO and LLMs.
One schema and cadence across product, growth, sales, and support.
Ambassadors (in GTM30)
A structured, tiered extension of your GTM engine — credible operators who teach, demonstrate, host, create, and localize your product across regions, languages, and subcultures.
Canonical page / canonical link
The single page you want threads, content, ambassadors, and internal tools to link to for a topic — so knowledge compacts instead of fragmenting across repeated answers.
Community (in GTM30)
The persistent public surface where your users see how your team works, how your product moves, and how you listen — replacing one-way marketing with visible, two-way interaction.
Conversion engine (if → then rules)
A lightweight ruleset that turns repeated questions and high-signal threads into durable assets (docs, templates, pSEO pages) instead of re-answering forever.
Cross-functionality (in GTM30)
One shared narrative, one shared data model, one shared view of the customer, and one shared operating cadence across Product, Growth, Sales, and Support.
Entity
A canonical concept in your model (e.g. a problem, use case, persona, integration) that many pages and systems reference — the unit that keeps narrative, links, and signals consistent.
Entity model
A small, stable set of entities (problems, use cases, roles/personas, industries, etc.) and their fields/relationships that power content, analytics, automation, and LLM retrieval.
Expert-operator layer
A non-staff contributor layer with deep problem-solving depth who validate workflows, co-author docs, and host topic sessions — distinct from ambassadors.
GTM30
A go-to-market system built for generational shifts in distribution, community, and trust — designed to run as a coherent stack instead of isolated tactics.
ICP (ideal customer profile)
A definition of who a message, page, and motion is for — operationalized in GTM30 as shared schema fields used across content, community, and systems.
Intent level
A shared signal of how close someone is to action (low/medium/high), inferred from patterns like page types viewed, depth, and CTA behavior — used for routing and prioritization.
Lifecycle stage
Where a customer is in their journey (e.g. awareness → evaluation → activation → retention), used as a shared field to align content, sales plays, and support responses.
LLM readiness / LLM visibility
Designing pages so LLMs can retrieve and summarize accurate answers from canonical, structured sources (clear headings, consistent sections, and entity-keyed content).
Local chapter
A geographic or niche node of the ambassador system — a repeatable way to host meetups, workshops, and community rituals in a region or vertical.
Loops (community operating system)
The repeatable mechanisms that turn community work into a compounding engine: presence loop, signal loop, conversion loop, reliability loop, and personalization loop.
Persona
A role-based slice of the ICP (e.g. PM, engineer, operator, buyer) used consistently across the schema to keep narrative, routing, and assets aligned.
Programmatic content (in GTM30)
A structured system (not a pile of long-tail pages) that turns your website into: a discoverability layer, a single source of truth for your narrative, and a data layer for automation, CRM, and LLMs.
pSEO (programmatic SEO)
Programmatic content page generation driven by a stable entity model and templates — designed to produce canonical, indexable pages that emit consistent signals.
Signal
A meaningful observation from community, ambassadors, support, or content performance (friction, requests, language patterns, objections) that can be tagged, routed, and acted on.
Signal schema
A minimal, consistent set of fields for capturing signals so Product, Sales, and Support can act without losing context (source, ICP segment, lifecycle stage, tags, severity, status, and link).
Structured data (JSON-LD)
Machine-readable page metadata (schema.org) embedded in pages so crawlers and LLMs can reliably interpret content types, entities, and relationships.
Template spine
A consistent page structure for each page type (use case, glossary, KB, etc.) so users and machines know where to find definitions, steps, mistakes, and related links.
Tier 1 (self-serve creators)
An open, low-friction ambassador layer that captures organic advocacy at scale — power users, operators, and creators who can join and contribute without heavy process.
Tier 2 (exclusive ambassadors)
A curated, limited, high-trust layer that extends your presence into cities, niches, and languages via chapter leadership, events, and high-signal content.
Traits
Machine-readable tags derived from page views and behavior (tied to entities) that feed analytics, automation, and CRM without manual interpretation.