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Glossary

The in-person GTM stack

The in-person GTM stack is the set of systems a company uses to run its in-person channel, which today stores pieces of the work in the CRM, scanners, and project tools, while spreadsheets and people run the work itself.

Every system next to your event work stores a piece of it, and your team runs the work by hand.

What’s in your stack today?

  • Your CRM records revenue outcomes: accounts, contacts, opportunities. It stores what the work produced. It doesn’t coordinate the work.
  • Your marketing automation tracks digital touches. A conversation on the expo floor isn’t one.
  • Badge scanners capture a name, and your rep has to remember the rest.
  • Your project management tools track tasks. The failure sits in work that crosses teams: account coverage, capture, and follow-through.
  • Event hosting software runs the logistics of your own events. It says nothing about pipeline.
  • Conversation intelligence transcribes calls on tools that already record them. It misses the conversations your reps have standing up in a crowd.
  • Spreadsheets, Slack threads, and one operator’s memory hold everything else.

What is missing?

Revenue has a system of record. The work that produces in-person revenue does not. Your team couldn’t have one until AI could turn speech on an expo floor into structured data.

Your stack doesn’t keep one connected record of:

  • The plan: which accounts, which owners, what outcome.
  • The presence: who engaged whom.
  • The conversation: what each side said and what it implied.
  • The follow-through: what happened next, and whether it happened at all.
  • The yield: what the event produced.

Where does FieldXM fit in your stack?

Run the work itself in FieldXM, the system of record for in-person GTM, and it writes the results into your CRM as it goes. Your CRM stays in place and keeps the outcomes. FieldXM keeps the plan, the presence, the conversation, and the follow-through.

Read the thesis for the full argument, and Build vs. operate for why your operators’ own workarounds can’t fill that role.

Related terms

  • Revenue orchestration platformA revenue orchestration platform is software that coordinates the cross-team work that produces revenue in a channel and writes the results into the CRM.
  • In-person GTMIn-person GTM is the go-to-market channel that covers trade shows, field marketing, hosted events, executive dinners, alliance events, satellite events, and roadshows, treated as one revenue workflow.
  • In-person GTM operationsIn-person GTM operations is the discipline of running the in-person channel as a managed workflow, covering account targeting, coverage, capture, follow-up enforcement, and measurement across every team involved.
  • Event operations maturity modelThe event operations maturity model is a 4-stage framework for how a company runs its in-person channel, from heroics and spreadsheets to a managed workflow with a plan, a record, enforced follow-up, and computed yield.
  • CRM write-backCRM write-back is the outbound half of a CRM integration, the step where a connected tool creates or updates CRM records such as contacts, companies, notes, and event attendance.

See it in FieldXM

  • Your CRMConnect HubSpot or Salesforce, and FieldXM puts each lead on the right record with its qualification answers, notes, and enrichment, in your own fields.

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