Dark Funnel

Application Performance Management (APM) monitors and manages an application's performance, availability, and the experience of its end-users.

A System of Record (SoR) is the authoritative data source for a specific type of data. It acts as the single source of truth for an organization.

White labeling is when a company puts its own branding on a product or service that was actually produced by a different company.

Technographics is data that outlines a company’s technology stack, helping B2B teams identify prospects based on the software and hardware they use.

A sales coach is a mentor who trains and guides sales reps to enhance their skills, boost performance, and ultimately close more deals effectively.

Persona-based marketing uses fictional customer profiles, or personas, to create targeted messaging for specific audience segments.

Revenue forecasting is the process of estimating a company's future revenue, using historical data and market trends to guide strategic planning.

Sales automation uses software to streamline and automate repetitive, manual sales tasks, freeing up reps to focus on selling.

Learn about B2B sales, including key strategies for B2B success, types of B2B sales models, & B2B vs. B2C sales: understanding the differences.

A Call for Proposal (CFP) is a document that solicits proposals, often through a bidding process, for a specific project or service.

Outbound lead generation means proactively reaching out to potential customers who haven't yet expressed interest to introduce them to your brand.

Sales and marketing analytics involves measuring and analyzing performance data to maximize effectiveness and optimize return on investment (ROI).

Firmographics are descriptive attributes of organizations, used to segment companies by characteristics like industry, size, and location.

Data security protects digital information from unauthorized access, corruption, or theft throughout its entire lifecycle.

Website visitor tracking collects and analyzes data on user behavior to understand their journey and improve the overall user experience.

Ramp-up time is the period a new hire takes to get fully up to speed and become a productive member of your go-to-market team.

Net new business is revenue from customers who have never purchased from your company before. It’s a crucial indicator of sustainable growth.

A User Interface (UI) is the point where humans and computers interact. It encompasses all visual elements like screens, icons, and buttons.

A sales call is a real-time conversation between a salesperson and a prospect, aiming to persuade them to purchase a product or service.

A messaging strategy defines what your brand says, how it says it, and where it says it to connect effectively with your target audience.

Responsive design is an approach where a website's layout adapts to the user's screen size, providing an optimal experience on any device.

Learn about buyer intent, including understanding buyer intent signals, strategies to capture buyer intent, & buyer intent vs. customer interest.

An email cadence is a scheduled sequence of emails sent to prospects over a specific period to nurture leads and drive engagement.

Pipeline coverage is a key sales metric. It's the ratio of your total open pipeline value to your sales quota for a specific period.

Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.

Learn about B2B data erosion, including causes of B2B data decay, strategies to combat data erosion, & measuring the impact of data erosion.

Learn about business continuity, including understanding key components, steps to ensure continuity, common challenges, & best practices.

A buying committee is a group of stakeholders within an organization who are jointly responsible for making major purchasing decisions.

A Target Account List (TAL) is a focused list of high-value companies that a business specifically aims to convert into customers.

A RESTful API is a web service interface that uses HTTP requests to access and use data, adhering to the constraints of REST architecture.

Sales metrics are quantifiable data points that track and measure a sales team's performance against specific goals and objectives.

A Sales Development Representative (SDR) is a sales specialist who finds and qualifies new leads, building a pipeline for the sales team.

Cross-Site Scripting (XSS) is a web security vulnerability that allows attackers to inject malicious scripts into trusted websites.

Sales enablement provides sales teams with the necessary tools, content, and information to help them sell more effectively and efficiently.

Cross-selling is a sales tactic of encouraging customers to purchase products or services that are related to what they're already buying.

Chatbots are AI-powered programs that simulate human conversation. They interact with users via text or voice, typically for customer support.

A persona map visually outlines a target customer, detailing their goals, behaviors, and pain points to help your team build genuine empathy.

Lookalike audiences are groups of potential customers who share similar characteristics and behaviors with your existing, high-value customers.

A go-to-market (GTM) strategy is an action plan that outlines how a company will reach target customers and achieve a competitive advantage.

Event marketing is a strategy where brands engage directly with target audiences through live events like trade shows, conferences, or webinars.

A lead generation funnel is a systematic process that guides potential customers from initial awareness of your brand to becoming qualified leads.

Closed Lost is a sales term for a deal that didn't go through. The prospect decided not to buy, or the sales team disqualified them.

An Account Development Representative (ADR) identifies and qualifies new business opportunities, creating a pipeline for account executives.

Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.

Learn about B2C2B, including how B2C2B transforms sales, key strategies for B2C2B success, & differences between B2C2B and B2B2C.

End of Day (EOD) refers to the close of business hours. It's a common deadline for tasks and reports to be completed before the workday ends.

Buying intent is the collection of online cues and behaviors that signal a prospect is actively researching and moving toward a purchase decision.

Mid-market companies are businesses larger than small businesses but smaller than large enterprises, often defined by revenue or employee size.

Sales workflows are a set of automated actions that streamline the sales process, helping teams engage leads consistently and close deals faster.

Consumer Relationship Management (CRM) is a strategy for managing all of a company's relationships and interactions with its customers.

Logo retention is a key B2B metric that measures a company's ability to retain its customers, or 'logos,' over a specific period.

“End of Quarter” (EOQ) refers to the final weeks of a business quarter when sales teams rush to meet quotas, often leading to a flurry of deals.

User interaction is any action a user takes within a digital interface, like clicking a button, scrolling a page, or filling out a form.

Learn about bottom of the funnel, including maximizing conversions at the funnel's end, & strategies for nurturing bottom-funnel leads.

Enterprise Resource Planning (ERP) is a system of integrated software that businesses use to manage and automate their core day-to-day processes.

Mobile compatibility ensures your site or app works flawlessly on mobile devices, like smartphones and tablets, for a seamless user experience.

No Cold Calls is a sales strategy that replaces unsolicited calls with warm outreach to prospects who have already demonstrated interest.

The marketing mix is the set of marketing tools a company uses to sell products, defined by the 4Ps: Product, Price, Place, and Promotion.

Objection handling is the process of responding to a prospect's concerns or hesitations about a product or service to move a deal forward.

Audience targeting is the process of segmenting consumers into specific groups to deliver more personalized and relevant marketing messages.

Data appending is the process of adding new data fields to your existing database records to enrich and complete your information.

Load testing is a type of performance testing that determines how a system behaves under both normal and anticipated peak load conditions.

A Representational State Transfer (REST) API is a web service that uses a simple, stateless architecture for systems to communicate online.

SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.

Sales prospecting software automates the process of finding, contacting, and tracking potential customers to help sales teams build their pipeline.

A sales pipeline is a visual representation of where prospects are in the sales process, from the first contact to the final sale.

A canary release is a deployment strategy where new software is rolled out to a small user group first, minimizing risk before a full release.

Sales development is the process of identifying and qualifying potential customers to create a pipeline of sales-ready leads for closers.

Docker is a tool that packages applications and their dependencies into isolated environments called containers for easy deployment and scaling.

Cold emailing is sending unsolicited emails to potential customers you haven't contacted before, aiming to start a business conversation.

Lead enrichment adds third-party data to your raw lead lists, creating fuller prospect profiles for more effective and personalized outreach.

Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.

Event tracking is the method of collecting data on specific user actions, or 'events,' on a website or app, such as clicks or downloads.

Channel partners are third-party firms that help market and sell a company's products or services, acting as an indirect sales force.

Lead scoring is the process of assigning points to leads based on their attributes and actions to determine their sales-readiness.

Workflow automation uses rule-based logic to run a sequence of tasks that would otherwise require manual human effort to complete.

De-duping, or data deduplication, is the process of eliminating duplicate copies of data within a dataset to improve accuracy and save space.

Social proof is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation.

A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.

Affiliate marketing is a performance-based model where affiliates earn a commission for promoting another company’s products or services.

Digital advertising is the practice of delivering promotional content to users through various online and digital channels like social media or search engines.

A sales lead is a potential customer—an individual or organization that has shown interest in your company's products or services.

A consumer is an individual or entity that buys products or services for personal use, not for resale. They are the final user in a supply chain.

A landing page is a standalone web page created for a marketing campaign. It’s where a visitor “lands” after clicking an ad or email link.

Learn about behavioral analytics, including implementing behavioral analytics successfully, & key metrics in behavioral analytics.

Trigger marketing uses customer actions or events to automatically send highly relevant, personalized messages at the perfect moment.

Sales enablement technology refers to software and tools that equip sales teams with the resources they need to close more deals efficiently.

An Operational CRM is a system that automates and improves customer-facing business processes like sales, marketing, and customer service.

Account-Based Everything (ABE) is a strategy aligning sales, marketing, and success teams to focus on a specific set of high-value accounts.

Webhooks are automated messages sent by an app when a specific event occurs. They push real-time data to another app's unique URL.

An elevator pitch is a short, memorable summary of what you do, designed to be delivered in the time it takes to ride an elevator.

An API (Application Programming Interface) is a software intermediary that allows two applications to talk to each other and exchange information.

A Simple Object Access Protocol (SOAP) API is a web service that uses XML to exchange structured information between different applications.

Direct sales involves selling products directly to consumers in a non-retail setting, such as at home, online, or person-to-person.

Data enrichment is the process of enhancing raw data by adding missing information from other sources, making it more complete and actionable.

A sales demo is a presentation where a sales rep shows a prospect how a product or service works and solves their specific problems.

Programmatic advertising uses AI and real-time bidding to automate the buying and selling of digital ad space, targeting specific audiences.

A sales intelligence platform is software that provides sales teams with data and insights about prospects to help them sell more effectively.

Customer relationship marketing is a strategy for building lasting connections with customers to foster long-term loyalty and engagement.

Account mapping is comparing your customer list with a partner's to find common prospects and unlock new sales opportunities.