# The GTM OS, in 60 lines

The GTM OS is a signal-first CRM. It finds the people who already engage with
the problem that your company solves, reaches them with high-trust content,
and follows each company from the first signal to a closed deal.

## Signal

A signal is something a real person did: liked a post, viewed a profile,
replied to a message, clicked a link, booked a meeting. Each signal has a
score. A contact's score is the sum of their signals. A company's score is
the sum over its contacts. A signal is never deleted.

## Stage

A company moves through 15 stages. The first stages, from Prospect to High
Signal, come from the score. From Discovery Call onward, a person or a rule
sets the stage. A new contact starts at Prospect with no score.

## Channel

A channel is where content travels: a LinkedIn message, a connection
request, an email, a newsletter, a call, an ad audience. A channel delivers.
It is not a theme and not a campaign.

## Campaign

A campaign builds trust. It exposes a prospect to content and messages, to
move their company through the stages. A campaign uses channels and content.
It can set a goal stage, and it can enrol people by a rule.

## Content

Content is what a campaign carries: press coverage, posts, resources, drafts.
Coverage is earned media, with its journalist and publication. It comes from
your MVPR account by itself.

## Resource and Resource Type

A Resource is 1 piece of material that the GTM OS can write from: a file, a
statistic, an imported MVPR document. A Resource Type is a named set of
Resources. A campaign writes from 1 or more Resource Types. An MVPR resource
that you import goes into the Resource Type "MVPR resources". Its link needs
an MVPR sign-in, so it is never shared with a prospect. A draft reads its
summary.

## Messaging pillar

A pillar is 1 theme that the company wants to be known for. It has a title,
a 1-line summary and an overview, and it can apply to some personas and
products. A principle is a rule for how the company communicates. Together
with the foundational messaging (who we are, the problem, the tone of voice,
the elevator pitch) they are the strategy.

## Persona

A persona is a kind of buyer: who they are, their jobs, their pains, the
value they want, their objections, and how to write to them. The GTM OS
matches a contact to a persona by parts of their job title, and can need a
company size, a country or a company trait. The first match wins. A persona
with no pattern matches nobody.

## ICP group

An ICP group is a kind of company that the workspace sells to. It matches a
company by an industry tag first, then by a keyword in the company name.

## Prospect type

A prospect type is a tag on a company, such as Investor, Software, Services
or Partner. "Excluded" is a system type that hides a company.

## Spokesperson

A spokesperson is a named person the company speaks through: a name, a role,
a bio, a positioning line and a LinkedIn profile. Each spokesperson can have
a writing-style fingerprint for each channel: LinkedIn posts, email and
thought leadership. The company has 1 corporate fingerprint.

## Fingerprint

A writing-style fingerprint is a profile of how an author writes, made from
300 or more words of their own writing. The GTM OS uses it when it drafts a
message or a post in that voice.