Enrollment management (EM) has been a focus of higher education since the 1970s. There is a large base of empirical research on EM, a coordinated effort to support undergraduate students from admission to graduation that has been widely researched. However, there is limited academic research on graduate enrollment management (GEM). What is missing is grounding GEM in literature and viewing the graduate student lifecycle with a cohesive lens. This article provides an academic foundation for GEM while discussing future research areas and encouraging GEM professionals to adopt a scholar-practitioner lens. The authors lay the foundation for the GEM concept, synthesize related literature, and discuss future research directions.