Product and Technology

A bill of materials (BOM) is the complete list of parts, materials and quantities needed to make a product, from the finished item down to single components. It is the recipe that production, purchasing and costing all work from, and

Go-to-market (GTM) is the plan for bringing a product or service to a specific market: who it is for, what it solves and how it will be priced and sold. A GTM strategy is written before launch and refined once

The Internet of Things (IoT) is the network of everyday objects, such as thermostats, watches, cars and machines, that exchange data over the internet. Sensors and software let these devices report what is happening, respond to it and be controlled

A minimum viable product (MVP) is the simplest version of a product that can be released to real users to test whether it solves a problem they care about. Its purpose is learning: it shows, with the least time and

Over-the-top (OTT) describes media delivered straight to viewers over the internet, bypassing traditional cable, satellite and broadcast providers. Netflix, Disney+, YouTube and podcast apps are all OTT services, watched on smart TVs, phones, laptops and streaming devices rather than through

Product information management (PIM) is the software and process for keeping all product data, such as descriptions, prices and images, in one place. From there it feeds every channel, so a website, marketplace and catalogue all show the same, correct

A product requirements document (PRD) describes what a product or feature should do, for whom and why, so everyone involved builds the same thing. It sets out the problem, the users, the requirements and how success will be measured, without

Software as a service (SaaS) is software people use over the internet on a subscription, instead of buying and installing it on their own computers. The provider hosts, maintains and updates it, and customers usually pay per user, per month

A software development kit (SDK) is a package of tools, code libraries and documentation that developers use to build for a particular platform or service. Apple’s iOS SDK for iPhone apps and the SDKs that ad platforms offer for mobile

A stock keeping unit (SKU) is a code a business gives each distinct product variant it sells, so it can track stock, sales and orders precisely. A blue T-shirt in size M and the same shirt in size L have

A tech stack is the set of technologies a business or product runs on, from the code and databases behind an app to the software a team uses every day. In marketing, the term often means the combination of tools

A text expander is a tool that turns a short abbreviation into a longer piece of text as you type, such as an address, a standard reply or a signature. Typing a short code, such as /sig, inserts the full