Shared schema
The cross-functional contract: a shared set of fields and definitions that represent reality consistently across GTM30, without team-specific terminology or parallel tagging systems.
Last updated: December 12, 2025
Definition
The cross-functional contract: a shared set of fields and definitions that represent reality consistently across GTM30, without team-specific terminology or parallel tagging systems.
In practice
- Pick the minimal shared fields and force all systems to read/write them (no private definitions).
- Treat the glossary as part of the schema: if a term changes, update the whole stack in the same week.
Common mistakes
- Allowing teams to redefine terms locally (“ICP”, “intent”, “persona”) based on tool constraints or convenience.
- Storing glossaries in multiple places (docs + slides + CRM notes) with inconsistent wording.
Related terms
- 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 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.
- 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.
- 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.
- 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.
- 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.