Glossary
The terms, frameworks and platforms Magnus uses across this website, defined in one place. Each entry links to the page that covers it in full.
Magnus frameworks and platforms
Magnus’s own diagnostics, platforms and programmes.
Magnify™
Magnify™ is Magnus’s commercial growth diagnostic, also referred to as a commercial gap analysis. It is a structured audit of your go-to-market (GTM) system that shows where capability is falling short of the opportunity, and what to fix to unlock sustainable growth. Part of the Where to Play discipline.
PULSE
PULSE is the live, always-on version of a commercial due diligence (CDD). Once the initial CDD is complete, the findings and evidence are kept in an interactive dashboard that is updated as conditions change, so investment and value creation teams can compare targets and interrogate the intelligence directly. Extends Magnus commercial due diligence beyond the static report.
Magnitude™
Magnitude™ is Magnus’s GTM operating system: an intelligence platform that combines outside-in market signals with inside-out commercial knowledge, then activates both into the plans, content and messaging teams use every day. It is built in four layers: Core, Activation, Signals and Managed Service. Magnitude sits above a CRM or sales enablement tool as the connected layer that defines who to target, what to say and why it still holds true.
Signals
Signals is the live intelligence layer of Magnitude. It monitors change across markets, sectors, competitors, accounts and buyers, so the Core never goes stale and teams can respond while an opportunity is still relevant. Signals also underpin Live Account Planning.
Strategic Account Accelerator (Key Account Accelerator)
The Strategic Account Accelerator, also referred to as the Key Account Accelerator, is Magnus’s framework for growing strategic accounts. It is a repeatable system for identifying, shaping and converting account potential, run either as a 1:1 programme for a single account (the Customer Growth Accelerator, CGA) or as a scalable 1:Few system across a cohort of accounts with shared commercial goals.
CGA (Customer Growth Accelerator)
The Customer Growth Accelerator (CGA) is a rapid planning and execution sprint tailored to one strategic account. It is a sales-first, human-centric approach to account growth and the 1:1 track of the Strategic Account Accelerator framework.
M:TALENT
M:TALENT is Magnus’s Interim Leadership offer: fast access to trusted fractional and interim commercial and marketing leaders who slot into your business and keep momentum moving while you recruit the right permanent hire. Unlike a traditional interim agency, they are backed by Magnus consultants, frameworks, tools and governance.
CCC (Commercial, Customer, Competitor)
CCC Intelligence is a unified view of your commercial, customer and competitor landscape. It connects thousands of data points to reveal the patterns, gaps and opportunities that fragmented analysis misses. One of the three lenses in Defining Growth Focus.
GTM Confidence Gap
The GTM Confidence Gap is the gap between the growth a business has promised and its confidence in delivering it. Magnus’s research shows it is not a sentiment problem: confidence reflects execution readiness, meaning whether pipeline discipline, budget alignment, team structure, technology and commercial capability are fit for the growth ambition. Measured through the GTM Confidence Index.
Go-to-market terms
The general marketing and go-to-market terms used across the site.
GTM (go-to-market)
Go-to-market (GTM) is how a business takes what it sells to the customers who should buy it. It covers the markets, buyers, propositions, channels and commercial teams involved, and Magnus treats it as a permanent operating system rather than a campaign.
ABM (account-based marketing)
Account-based marketing (ABM) is the commercial approach used to win and grow specific target accounts, blending intelligence, personalised content and coordinated sales and marketing engagement.
SAG (Strategic Account Growth)
Strategic Account Growth (SAG) is Magnus’s account-based growth methodology, also referred to as ABM. It focuses on the long-term growth of your most valuable relationships by deepening penetration, expanding into new areas and protecting existing revenue.
1:1 and 1:Few
1:1 ABM is a fully tailored programme for a single named account. 1:Few ABM is a scalable system aligned around a cohort of accounts that share commercial goals or challenges. At Magnus, both tracks sit within the Strategic Account Accelerator framework.
ICP (ideal customer profile)
An ideal customer profile (ICP) defines the types of customers most likely to generate long-term value for your business. It helps leadership teams focus investment, prioritise opportunities and align sales, marketing and product around the customers that drive the greatest commercial impact.
Persona
A persona is a research-based profile of a type of buyer. Traditional personas are static, demographic and role-led documents built from interviews. Magnus builds personas around what motivates the buyer: their drivers, jobs to be done, pain points and emotional triggers, applied consistently across every persona.
Learn more: From static personas to a living intelligence system →
Synthetic persona
A synthetic persona is an AI-supported persona built from real audience research, such as interview data and market intelligence, that teams can query like a living system. It extends existing insight to new questions or audiences, for example where senior buyers are hard to reach in time for traditional primary research.
VP (value proposition)
A value proposition (VP) is a clear statement of the value a business offers to a defined buyer and why they should choose it. At Magnus, a strong value proposition is grounded in real buyer insight and maps directly to buyer priorities.
DMU (decision-making unit)
The decision-making unit (DMU) is the buying group involved in a purchase decision. A mapped DMU shows where authority and influence sit, how decisions are made and what matters to each stakeholder.
CJM (customer journey map)
A customer journey map (CJM) is an end-to-end view of how ideal customers move through the lifecycle, from awareness to renewal. It captures key questions, objections, decision triggers and proof needs.
CDD (commercial due diligence)
Commercial due diligence (CDD) assesses market opportunity and internal readiness before an investment, acquisition or major GTM shift. Magnus delivers it as a clear view on every target with prioritised day-one actions, and can keep it live in PULSE.
AI Innovation Sprint
An AI Innovation Sprint is a short, focused engagement that starts from clear commercial goals, connected data and processes people actually use. The technology is the enabler, not the strategy.
Live Account Planning
Live Account Planning is a platform that keeps stakeholder intelligence, propositions, engagement priorities and market signals in one place, so sales, BD and account teams can manage their most important accounts between formal planning cycles.
GTM Confidence Index
The GTM Confidence Index is Magnus’s annual survey of senior B2B commercial leaders, measuring how confident businesses are in their ability to deliver the growth they have promised. The source of the GTM Confidence Gap research.