# Frontier Marketing — Glossary

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**Frontier Marketing** (#frontier-marketing) — The strategic discipline of building today for the marketing environment that is coming next.

**Resilient Strategy** (#resilient-strategy) — A statement of where an organisation competes and why it should remain relevant that stays useful when tactics, tools and channels are replaced.

**Resilient Value Proposition** (#resilient-value-proposition) — A differentiator that remains true and defensible as buyers, problems and technologies evolve.

**Entities** (#entities) — The organisations, people, products, services, problems, categories, concepts and technologies whose explicit relationships define meaning in a market.

**Entity Architecture** (#entity-architecture) — The deliberate design of an organisation's entities and their relationships so that humans and machines arrive at the same understanding of it.

**Retrievability** (#retrievability) — An organisation's capacity to be found, correctly understood, distinguished and recommended by humans, search systems, language models and autonomous agents.

**Findability** (#findability) — Whether an organisation's material can be reached at all: crawlable, server-rendered, addressable and unblocked.

**Interpretability** (#interpretability) — Whether a reader or system can correctly state what an organisation does, for whom, and why it matters.

**Distinguishability** (#distinguishability) — Whether an organisation can be told apart from adjacent entities with similar names, categories or claims.

**Recommendability** (#recommendability) — Whether an organisation is a defensible answer to a specific question, supported by evidence and independent corroboration.

**Agentic AI** (#agentic-ai) — Systems that pursue a stated goal across multiple steps, select and use tools, and act within defined limits on behalf of a user or organisation.

**Agentic Ecosystem** (#agentic-ecosystem) — A connected set of AI agents, data and workflows that together form organisational capability rather than isolated experiments.

**GTM Compounding** (#gtm-compounding) — The design of go-to-market components so that they exchange data, learning, audiences, signals, assets and capability, accumulating capacity over time.

**Continuous Frontier Exploration** (#continuous-frontier-exploration) — The systematic detection, evaluation, testing and adoption of emerging capabilities relevant to an organisation's strategy.

**Generative Engine Optimisation** (#generative-engine-optimisation) — The practice of improving how an organisation is represented in answers generated by language models and AI search systems. In Frontier Marketing it is one capability contributing to retrievability, not a synonym for the discipline.

**AI-mediated discovery** (#ai-mediated-discovery) — The situation in which a person reaches an answer through a language model or agent rather than by browsing sources directly.

**AI-mediated intermediation** (#ai-mediated-intermediation) — The performance of finding, interpreting, comparing and recommending by AI systems acting between a buyer and the organisations that might serve them.

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Framework version 1.0 · Developed by Jordi Marca · https://frontiermarketing.org/author/jordi-marca/