This go-to-market glossary defines, in plain English, the terms used in Offer Validation, Decision Brief, Go-to-Market Build, AI Visibility and Release Assurance. Each entry links to the page where you will meet it.
Last reviewed October 2026 · maintained by our named verifier · primary sources only
The monthly continuation of the AI Visibility service: the same questions tracked each month, with 4 priority pages, 2 content pieces and 2 authority actions shipped, a signed report and call, and a quarterly re-audit. 3-month minimum, then rolling with 30 days' notice.
A free check of how four AI assistants (OpenAI’s GPT, Claude, Gemini and Perplexity) describe your business when buyers ask about your category. You get a score from 0 to 100, graded A to E, with the answers that drove it. AI-generated and unsigned.
The share of brand mentions in AI-generated answers that belong to your brand, measured over a fixed set of buyer questions and compared with named competitors. Its simpler companion, mention rate, is the share of answers that name you at all.
A 10-working-day AI Visibility service, estimated from the agreed scope. We ask 100–150 buyer questions across ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews, fix AI-crawler access and your 10 highest-value pages, and re-test the same questions at day 30. Signed by a named verifier.
The signed tier of Offer Validation. A named verifier reviews your offer across 12 evidence lenses and signs a verdict within 24 hours, covered by our Accuracy Commitment.
The rate at which a company spends cash, expressed as a monthly figure. Fully loaded burn includes salaries, contractors, tools and overheads; net burn subtracts revenue.
The set of documents investors or acquirers examine during due diligence: financials, metrics, contracts, cap table and legal records. Claims in a deck should be traceable to something in the data room.
Our planning service: one consequential go-to-market decision, examined through one lens you choose, ending in a signed recommendation, the risks to watch and a 90-day plan. 48-hour target from intake acceptance.
The seven-block summary on page one of a Decision Brief: the decision, what the evidence shows, the recommended path, why, what not to do, what to test next and what to watch. Supporting documents sit behind it.
A public log of corrections. When we get a fact wrong, the correction is published, not quietly fixed.
A rating of how strong the support for a claim is. The scale is A Corroborated, B Authoritative, C Partial, D Weak and E Speculation: grade A means several independent, recent, high-authority sources agree; grade E means no evidence was found behind the claim.
A statement in a deck, website or proposal whose supporting source is named, dated and can be checked by someone else.
A free check with two modes: your positioning, or a single claim. Results in under an hour. AI-generated and unsigned. Use it as a quick read before you decide whether to go further.
The angle you choose for a Decision Brief: growth, positioning and messaging, or offer, pricing and conversion.
The work of improving how AI assistants such as ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews find, cite and describe a company, including whether you are named when a buyer asks about your category. Also called AI search optimisation or AI visibility.
Our build service: a 5-page website, a 20-slide sales deck and a 3-email sequence, built on one evidence base, with every claim checked and signed. 10-day delivery window.
The plan for who you sell to, what you sell them, at what price, through which channels, and how you will know it is working. It turns a product or service into a repeatable way of winning customers in a specific market.
The tightest possible description of the customer who feels the problem most and can pay to solve it: company size, role, trigger and budget.
A threshold agreed in advance that, if breached, means stop. For example, fewer than a set number of qualified buyers saying yes to a price. It keeps a decision honest after the fact.
Confirming, with evidence from real buyers, that a problem is real, painful enough to pay for, and that your offer is a credible answer.
The person whose name is on a paid deliverable. They check the evidence, decide the verdict and sign it. If they will not sign it, it does not ship.
A free first read on whether an offer is likely to sell. Results in under an hour. AI-generated and unsigned.
Our service for testing a new, repriced or repackaged offer before you commit to it: the free Offer Signal, then the signed Build Verdict.
How you want a specific buyer to see your offer compared with the alternatives they are weighing, including doing nothing.
A chart (also called a perceptual map) that plots competitors and other alternatives on two axes that matter to buyers, so you can see which areas of the market are crowded and which are empty.
A short internal sentence that says who your product is for, what need it meets, which category it belongs to, the main benefit and why buyers should believe it. It guides your website, sales deck and messaging; it is not a tagline.
The point at which a product meets a real market need at enough scale, and with enough willingness to pay, that growth comes from demand rather than effort.
Read the guide: Validate an idea before you build: 12 lenses
Our service for checking every headline claim in a deck, page or launch against named, dated sources before it goes out. Release Assurance Pack (one asset, 3 business days) or Release Assurance Suite (deck, one-pager and site, 5 business days).
The number of months a company can keep operating at its current burn rate before cash runs out.
A paid report or build that a named verifier has checked and signed. Signed deliverables carry our Accuracy Commitment: if any factual claim in your signed deliverable is not supported by its cited source, or is a factual error we should have caught, tell us within 30 days. We correct and re-sign it within 5 working days; if the correction changes the verdict, we redo it free; if we cannot fix it, you do not pay for that deliverable.
A small, real-world experiment (such as a landing page with a sign-up button) that tests whether buyers act before the product exists.
Checking a claim against the original source it cites, and against at least one independent source, before it is marked as supported.
A three-step marketing model: split the market into segments with different needs, choose which segments to serve, then position your offer for them.
Total, serviceable and obtainable market. Credible sizing works bottom-up from real buyers and prices, not top-down from industry reports.
The plain answer a paid deliverable ends with: Go, Go With Conditions, Change Course, Stop or Wait, with the evidence behind it.
No terms match your search.
Start with a free check. No card required. Signed paid deliverables carry the Accuracy Commitment.
Verdicts and gradesAI transparencyPublic correctionsROI calculator
