Terms, defined like you’re paying by the minute.
The vocabulary that matters in 2026 — without the LinkedIn glaze. Every definition links to the deeper file.
Fractional CMO
A senior marketing executive who leads a company’s marketing part-time on retainer — owning strategy, budget, team, and results — at a fraction of the $300K–$500K cost of a full-time hire. Best fit: companies between roughly $5M and $100M in revenue.
FULL FILE →Marketing Engine
The five marketing functions — demand, conversion, follow-up, reputation, and intelligence — run as one connected system with one accountable owner, instead of five vendors each owning a sliver.
FULL FILE →Relevance Engineering
The discipline of making a website the clearest possible answer to the questions buyers actually ask — structure, entities, and evidence — rather than chasing keywords and backlinks. The successor skill set to 2014-era SEO.
FULL FILE →AI Search Visibility (GEO)
Optimizing to be cited when AI systems — ChatGPT, Perplexity, Google AI Overviews — answer questions in your category. Built on classic SEO fundamentals plus structured data, entity clarity, answer-first content, and machine-readable files like llms.txt.
FULL FILE →llms.txt
A plain-text file at a site’s root that gives AI systems a curated map of what the business is and which pages matter — like robots.txt, but for being understood rather than crawled. This site generates its own at every build.
FULL FILE →AI Slop
High-volume, low-judgment AI-generated content published without expertise or editing. Recognizable by hedged claims, filler phrases, and the absence of anything a practitioner would actually know. The fastest way to teach both Google and buyers to ignore you.
FULL FILE →AI Readiness
Whether a business can actually convert AI capability into outcomes: clean data, documented processes, an owner, and a use case tied to revenue. Most “AI initiatives” fail this test before any model is involved.
FULL FILE →Marketing Infrastructure
The systems layer under the campaigns: tracking, CRM hygiene, reporting, process, and tech stack. It’s what separates companies that scale from companies that just spend — and it’s usually the real reason “marketing isn’t working.”
FULL FILE →Growth Inflection Point
The moment a company’s existing marketing approach stops scaling — the founder’s network is tapped, referrals plateau, and what got you to $5M won’t get you to $20M. The point where marketing leadership changes from optional to structural.
FULL FILE →One Page, One Job
A design rule: every page gets exactly one job — one audience, one message, one action. Pages that try to do everything convert nobody. The framework behind every landing page Glenmont ships.
FULL FILE →Care Plan
Flat-fee monthly maintenance for a website: hosting, monitoring, updates, and small improvements — no hourly tickets, no surprise invoices. How Glenmont keeps client builds fast and current after launch.
FULL FILE →Diagnose → Decide → Ship → Compound
Glenmont’s operating cadence: read everything against the business context, choose the moves with math, build the fixes the same cycle, then measure and double down monthly. The whole playbook is public.
FULL FILE →Fluent already? Skip to the work.
30 MINUTES · NO DECK · BRING YOUR NUMBERS
Book a call →