GTM & Business Tools

A secret string that identifies your application when it calls an external API: like a password for machines. Most SaaS tools (Stripe, SendGrid, HubSpot) issue API keys through their settings page. You include the key in your requests so the service knows who is calling and what permissions to grant. Never hard-code API keys in your source files; store them in environment variables.

Software that tracks every interaction your company has with customers and prospects: emails sent, calls made, deals in progress, support tickets filed. Salesforce and HubSpot are the two most common. When you automate GTM workflows, the CRM is usually the system of record you read from and write back to.

A scheduled task that runs automatically at set intervals: every hour, every day at midnight, every Monday at 9 AM. The name comes from the Unix 'cron' utility, but the concept applies anywhere: GitHub Actions, cloud schedulers, and even no-code tools all support cron-style scheduling. GTM engineers use cron jobs to run recurring automations like nightly data syncs or weekly report generation.

A plain-text file format where each line is a row of data and commas separate the columns. It is the universal exchange format for tabular data: almost every SaaS tool can export and import CSVs. They are simple but fragile: commas inside values need quoting, character encoding can vary, and large files can be slow to process row by row.

A three-step pattern for moving data between systems. Extract pulls data from a source (an API, a database, a CSV export). Transform reshapes it: renaming fields, filtering rows, converting formats. Load pushes the cleaned data into the destination system. Most GTM automations are some form of ETL, even if nobody calls it that.

The standard data format for APIs. JSON uses curly braces for objects, square brackets for arrays, and key-value pairs to structure data. Almost every modern API sends and receives JSON. Unlike CSVs, JSON can represent nested data, an object inside an object, which makes it flexible but slightly harder to read at first glance.

A protocol that lets a user grant your application access to their data on another service without sharing their password. Instead of handing over credentials, the user is redirected to the service (e.g., Google), approves the access, and the service gives your app a token. The token has limited permissions (called scopes) and can be revoked. OAuth is how most SaaS integrations handle authentication.

When an API returns data in pages rather than all at once. If you request a list of 10,000 contacts, the API might return 100 at a time along with a cursor or page token that says 'send this value in your next request to get the next 100.' Your code needs to loop through pages until there are no more results. Forgetting to paginate means you only process the first page and silently miss the rest.

When an API restricts how many requests you can make in a given time window to prevent overload. Most APIs publish their limits (e.g., '100 requests per minute'). If you exceed the limit, the API returns a 429 status code meaning 'slow down.' Your scripts need to respect these limits: either by pacing requests or by detecting 429s and retrying after a delay.

A library that wraps an API to make it easier to use in a specific programming language. Instead of manually building HTTP requests, setting headers, and parsing JSON responses, you call functions like stripe.customers.create({name: 'Acme'}). SDKs handle authentication, retries, and error formatting for you. Most major SaaS tools publish official SDKs for Python, Node.js, and other popular languages.