Marvelous glossary
The language behind relationship-driven GTM.
Clear definitions for the concepts teams use when planning B2B activations and carrying relationship context forward.
Field marketing activation
What is a field marketing activation?
A field marketing activation is a planned, real-world or hybrid touchpoint designed to create relevant conversations with a defined B2B audience. It can include a hosted gathering, conference moment, executive dinner, partner program, or other coordinated experience.
Read definition →Guest Graph
What is a guest graph?
A guest graph is a connected view of people, accounts, interactions, events, and introductions that helps a team understand relationship history and possible paths into a conversation.
Read definition →Account intelligence
What is account intelligence?
Account intelligence is the usable context a go-to-market team brings together about an account: its fit, people, priorities, engagement history, and available relationship paths.
Read definition →Event-led growth
What is event-led growth?
Event-led growth is an approach to B2B go-to-market work that uses events and real-world moments as coordinated opportunities to create, deepen, and continue relevant relationships.
Read definition →GTM agent
What is a GTM agent?
A GTM agent is software that can use go-to-market context to prepare recommendations, plans, or workflow actions. In relationship-driven work, it should make its reasoning reviewable and leave consequential decisions with people.
Read definition →Partner motions
What are partner motions?
Partner motions are coordinated go-to-market activities between organizations that have a shared audience, account opportunity, market interest, or reason to create value together.
Read definition →Guest sourcing
What is guest sourcing?
Guest sourcing is the process of building a candidate audience for an activation from known contacts, trusted relationships, and relevant new market discovery.
Read definition →Guest ranking
What is guest ranking?
Guest ranking is the practice of prioritizing activation candidates against the factors that matter to a specific room, such as account fit, role relevance, strategic value, relationship context, and likely participation.
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