Demand Generation Framework

Account-Based Marketing (ABM) software helps teams coordinate personalized marketing and sales efforts to land high-value customer accounts.

Outside sales reps sell products/services in person, traveling to meet clients and close deals face-to-face, outside of a traditional office.

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

Internal signals are data points from your own systems, like website visits or product usage, that indicate a customer's buying intent.

Salesforce Object Query Language (SOQL) is a query language used to search your organization's Salesforce data for specific information.

Warm outreach is contacting prospects with whom you have a pre-existing connection, like a mutual contact, making your message more personal and effective.

Lead scoring models rank prospects by assigning points for their behaviors and demographics, helping sales teams prioritize their outreach.

A sales cycle is the series of steps a company takes to close a new customer. It starts with prospecting and ends with a signed deal.

A Software Development Kit (SDK) is a set of tools that allows developers to create applications for a specific software package or platform.

Customer Retention Cost (CRC) is the total amount a company spends to keep an existing customer over a certain period of time.

Marketing analytics involves measuring and analyzing marketing data to understand campaign performance and improve return on investment (ROI).

OAuth is an open standard for access delegation. It lets you grant apps access to your data on other services without sharing your password.

A Data Management Platform (DMP) is a tech platform used to collect and manage data, mainly for digital marketing and advertising campaigns.

Marketing performance is the process of measuring a campaign's effectiveness against set goals using key metrics like ROI and conversion rates.

Content syndication is the process of republishing your web content on third-party sites to reach a much wider audience.

Content Rights Management involves controlling the use and distribution of copyrighted digital media to protect intellectual property.

GPCTBA/C&I is a sales qualification framework for understanding a prospect's goals, plans, challenges, timeline, budget, and authority.

Net Revenue Retention (NRR) is the percentage of recurring revenue kept from existing customers, including upsells, downgrades, and churn.

Competitive analysis means identifying your rivals and assessing their strategies to pinpoint your own business's strengths and weaknesses.

Demographic segmentation divides a market into groups based on traits like age, gender, and income, allowing for more targeted marketing efforts.

A sales script is a pre-written guide of talking points that helps salespeople navigate conversations with potential customers.

Sales and marketing alignment means both teams work in sync, sharing goals and data to boost lead quality, conversions, and company revenue.

The open rate is the percentage of recipients who opened an email. It's a primary indicator of a subject line's effectiveness.

Functional testing verifies that software performs its intended functions as specified in the requirements, ensuring it works as users expect.

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

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

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

Average Selling Price (ASP) is the average price at which a particular product or service is sold across different markets and channels.

Average Customer Life is the average time someone remains a customer. It's a key metric for predicting revenue and measuring customer loyalty.

Learn about break-even, including calculating your break-even point, importance of break-even analysis, & break-even analysis vs. profit margins.

A sales sequence is a series of automated touchpoints sent to prospects over time to guide them through the sales funnel.

A sales funnel is a model illustrating the customer's journey from initial awareness to the final purchase, narrowing down leads at each stage.

A closed question is a type of query that elicits a simple, often one-word answer like 'yes' or 'no,' or a specific, factual response.

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

After-sales service is the support provided to customers after they've purchased a product. It includes things like warranties, training, or repairs.

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.

CRM data is the information businesses use to manage customer relationships. It covers contact details, purchase history, and communication logs.

A cloud-based CRM is a customer relationship management tool hosted online, letting teams access and manage customer data from anywhere.

Learn about B2B data solutions, including unlocking the power of B2B data, & key components of effective B2B data solutions.

API security is the practice of protecting application programming interfaces from attacks, preventing data breaches and unauthorized access.

Email marketing is a digital strategy where businesses send targeted emails to prospects and customers to build relationships and drive sales.

The Challenger Sales model is a methodology where reps teach prospects, tailor their pitch, and take control of the sales conversation.

Platform as a Service (PaaS) is a cloud model where a provider delivers a platform for users to develop, run, and manage applications online.

AppExchange is Salesforce's cloud marketplace, offering a vast ecosystem of apps and expert services to extend Salesforce functionality.

A sales playbook is a guide that outlines your sales process, best practices, and tools to help reps sell more efficiently and consistently.

A marketing automation platform is software that automates marketing actions. It helps manage tasks like email campaigns and lead nurturing.

Social selling is the art of using social media to find, connect with, build relationships with, and nurture sales prospects.

Edge locations are globally distributed data centers that cache content close to users, reducing latency and delivering web content much faster.

Freemium is a business model offering a product's basic features for free, while charging for advanced or supplemental features.

A sales territory is a specific group of customers or a geographic area that a salesperson or sales team is responsible for managing.

Sales operations analytics is the practice of analyzing sales data to improve the efficiency and effectiveness of the entire sales process.

On-Target Earnings (OTE) is a salesperson's total potential pay, combining base salary and commission for hitting their sales quota.

Order management is the end-to-end process of tracking customer orders from placement to fulfillment, ensuring a seamless customer experience.

A weighted sales pipeline forecasts revenue by assigning a closing probability to each deal, giving a more accurate picture of potential income.

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

An on-premise CRM is a system hosted on a company's own servers, offering complete control over data, security, and system maintenance.

Learn about brand awareness, including understanding its importance, building an effective strategy, key metrics to track, & examples in the real world.

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.

Revenue intelligence is the process of collecting and analyzing customer data to provide insights that help sales teams make smarter decisions.

Lead management is the process of capturing, nurturing, and qualifying leads to guide them from initial interest to sales-ready.

Dynamic pricing is a strategy where businesses set flexible prices for products or services based on current market demands and other factors.

Outbound sales is when reps proactively contact potential customers through cold calls or emails to generate leads and build a sales pipeline.

CRM hygiene involves regularly cleaning and updating your customer data to ensure your CRM system remains a powerful and reliable tool.

The sales pipeline velocity formula is a key metric that measures how quickly deals move through your pipeline and turn into revenue.

Your email deliverability rate is the percentage of sent emails that successfully land in a recipient's inbox, rather than bouncing or going to spam.

Marketing Operations (MOps) is the engine of a marketing team, managing the technology, processes, and people to run campaigns effectively.

Generic keywords are broad search terms that lack specific details like brand or location. They attract a wide audience with less specific intent.

Custom Metadata Types store application configurations as metadata. This makes them easily deployable between different Salesforce environments.

"Smile and dial" is a high-volume sales tactic where reps make numerous cold calls from a list, often with little to no prior research.

A weighted pipeline forecasts sales revenue by assigning a closing probability to each deal based on its stage in the sales funnel.

Unit economics are the direct revenues and costs of a business calculated on a per-unit basis, revealing its fundamental profitability.

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

Click-through rate (CTR) is a metric that measures the percentage of people who click on a specific link, ad, or call-to-action.

Pay-per-click (PPC) is an ad model where you pay a fee each time your ad is clicked. It's a method of buying targeted visits to your website.

Email engagement measures how your audience interacts with your emails. It includes key actions like opens, clicks, replies, and forwards.

Reverse logistics is the process for goods moving from the customer back to the seller, covering returns, repairs, recycling, and disposal.

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

A tire-kicker is a prospect who shows interest in a product but has no intention of buying, wasting a salesperson's time and resources.

A Sales Director leads a sales team, develops strategies, and is responsible for meeting a company's revenue targets.

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

Solution selling is a sales approach focused on understanding a customer's pain points to offer a comprehensive solution, not just a product.

Predictive lead scoring uses AI to analyze data and rank leads by their likelihood to convert, helping sales teams prioritize their efforts.

Network monitoring is the continuous process of tracking a computer network's performance and health to detect and resolve issues proactively.

Sales forecast accuracy is a key metric that compares your predicted sales revenue against the actual sales revenue you ultimately achieve.

Learn about B2B demand generation, including strategies for effective B2B demand generation, & key components of a demand generation program.

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

Serviceable Obtainable Market (SOM) is the portion of the market you can realistically capture with your current resources, sales, and marketing.

Total Addressable Market (TAM) represents the maximum revenue a company can earn by selling its product or service in a specific market.

Content curation involves gathering, organizing, and sharing the most relevant online content on a specific topic for a particular audience.

A Request for Quotation (RFQ) is a document that a company sends to one or more suppliers to get a quote for specific products or services.

SQL (Structured Query Language) is the standard language for managing and querying data within relational databases.

Territory management is the process of segmenting customers into groups by geography or other factors to optimize sales efforts and resources.

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

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

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

Virtual selling is the process of selling to customers remotely using technology like video calls, rather than meeting them in person.

A Sales Manager leads a sales team, setting goals, analyzing performance, and developing strategies to drive revenue and meet targets.

A Letter of Intent (LOI) is a document declaring the preliminary commitment of one party to do business with another, outlining the chief terms.

Email personalization uses subscriber data—like their name, interests, or past behavior—to create highly relevant and targeted email campaigns.

Fault tolerance is a system's ability to continue operating without interruption when one or more of its components fail.