Partnerships Glossary
Your guide to partner program terminology and concepts. Clear definitions and explanations for all the key terms you need to know.
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What is a gatekeeper? A gatekeeper is a person who controls access to someone else, typically a key decision-maker within a company. This could be an executive assistant, a receptionist, or a junior manager. In B2B sales, getting past the gatekeeper is often one of the first and biggest challenges.
What is Geo-targeting? Geo-targeting is a marketing tactic where you deliver specific content or ads to a user based on their geographic location. This can be as broad as a country or as specific as a zip code. For example, a retailer could use geo-targeting to show an ad for their local store to p
What is Global System Integrator (GSI)? A Global System Integrator, or GSI, is a very large consulting firm that helps big enterprise companies with their complex technology projects. Think of companies like Accenture, Deloitte, or Capgemini. GSIs work on massive, multi-million dollar projects, hel
What is Go-to-Market (GTM) Strategy? A Go-to-Market (GTM) strategy is a company's comprehensive plan for how it will launch a new product or enter a new market. It's the playbook that covers all the bases: who the target customer is, what the product's value proposition is, what the pricing will be
What is Gray Market? The gray market refers to the sale of official, genuine goods through unofficial or unauthorised distribution channels. For example, if a reseller in one country buys a product and then sells it in another country where they are not authorised to do so (and often at a lower pr
What is Gross Margin? Gross margin is a key profitability metric that shows how much profit a company makes from selling its products, after subtracting the direct costs of producing them (known as the Cost of Goods Sold, or COGS). It's usually expressed as a percentage. For example, if a product s
What is Gross Merchandise Value (GMV)? Gross Merchandise Value, or GMV, is a metric used to measure the total value of all goods and services sold through a particular marketplace or platform over a specific period. It's most commonly used by e-commerce companies like Amazon or eBay. GMV is differe
What is Growth Hacking? Growth hacking is a marketing approach that focuses on finding clever, low-cost, and creative ways to rapidly grow a business's user base. It's all about experimentation and finding scalable growth strategies. A classic example is Hotmail, which grew exponentially by adding
What are Guaranteed Payments? Guaranteed payments are a type of compensation structure sometimes used in partnerships, particularly with professional services firms. In this model, a partner receives a fixed, regular payment from the partnership, regardless of the company's profitability in a given
