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The GTM playbook has changed more in the past two years than in the decade before.
I've spent 15 years helping B2B companies hone their GTM and pricing strategy. And I'm still coming across new terms almost daily: AEO, context engineering, MCP, FDE, token economics — the list keeps growing. Sometimes staying on top of the latest GTM jargon feels like a hazing ritual that should’ve been banned in the 90s.
But these aren't just vocabulary updates. Each one signals a real shift in how B2B companies acquire and expand customers.
This field guide breaks down the must-know terms and levers that define the modern GTM playbook in 2026. It covers the key motions and channels, the AI GTM infrastructure teams are building, the signals driving smarter outbound, and the pricing models that are actually working. It's written for founders and GTM executives who want a crash course of what’s important for their strategy.
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