Sales Playbook

Customer centricity is a business approach that puts the customer at the heart of every decision, aiming to build loyalty and long-term value.

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.

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

Customer engagement is the ongoing, value-driven relationship a business builds with its customers to foster brand loyalty and awareness.

A/B testing is a method of comparing two versions of something, like a webpage or email, to determine which one performs better with your audience.

CRM enrichment is the process of adding third-party data to your existing customer profiles to make them more complete and accurate.

“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.

Lead generation tactics are the strategies and methods used to attract potential customers and convert them into leads for your sales team.

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

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

AI data enrichment uses artificial intelligence to automatically enhance and update raw data, making it more complete, accurate, and valuable.

Net 30 is a common payment term where a client has 30 calendar days from the invoice date to pay for goods or services in full.

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

Predictive analytics uses historical data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.

Sales performance metrics are key data points that measure a sales team's effectiveness in achieving its goals and driving revenue.

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

A sales kickoff (SKO) is an annual event for a sales team to celebrate wins, align on goals, and get motivated for the upcoming year.

An Application Programming Interface (API) is a set of rules that lets different software applications talk to each other and share information.

Learn about bounce rate, including understanding bounce rate implications, key factors affecting bounce rate, & reducing your bounce rate effectively.

CPQ (Configure, Price, Quote) software is a sales tool for creating accurate, configurable quotes for complex products and services.

Feature flags let you remotely control features in your app without new code. This enables safe testing, gradual rollouts, and quick rollbacks.

A Content Management System (CMS) is software for creating, managing, and modifying website content without needing specialized technical skills.

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

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

Average Revenue per Account (ARPA) is the average revenue generated from each customer account, usually measured on a monthly or annual basis.

Customer segmentation is dividing customers into groups based on shared traits. This allows for more targeted and effective marketing efforts.

Consultative selling is a sales approach where a salesperson acts as an advisor, focusing on understanding and solving a customer's specific needs.

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

An Account Executive (AE) is a sales professional responsible for closing new business deals and managing existing client relationships to drive revenue.

Cost Per Impression (CPI) is the price an advertiser pays for each time their ad is displayed to a user, irrespective of clicks.

A decision-maker is an individual with the authority to make significant choices for a company, especially regarding purchases or strategy.

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

Marketing intelligence is gathering and analyzing data about your market, customers, and competitors to inform strategic marketing decisions.

Product-market fit is when a product meets the needs of a strong market, leading to high demand, customer satisfaction, and organic growth.

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

A product champion is an internal evangelist who drives a product's adoption and success by ensuring it solves real problems for their team.

Learn about B2B data platform, including key benefits of B2B data platforms, choosing the right B2B data platform, challenges in implementing B2B data platforms.

The customer lifecycle is the journey a person takes from first becoming aware of your brand to becoming a loyal, repeat customer.

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

Scalability is a company's ability to handle increased workloads or market demands without a drop in performance or a spike in costs.

A sales pitch is a persuasive presentation of a product or service, aimed at convincing a potential customer to make a purchase.

ETL, short for Extract, Transform, Load, is a data integration process for moving raw data from various sources to a central data warehouse.

Revenue Operations (RevOps) is a business function that aligns a company's sales, marketing, and customer service teams to drive predictable revenue.

A version control system (VCS) tracks changes to files over time, allowing you to recall specific versions and collaborate without conflicts.

Marketing metrics are quantifiable values that marketing teams use to measure and track the performance of their campaigns and efforts.

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

Learn about B2B intent data, including how B2B intent data enhances sales strategies, sources of B2B intent data, leveraging B2B intent data for competitiveness.

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

Direct-to-consumer (D2C) is a sales strategy where a brand sells its products directly to end customers, bypassing any third-party retailers.

Nurture is the process of building relationships with potential customers, guiding them through the sales funnel with personalized communication.

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

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

Churn, also known as customer attrition, is the rate at which customers stop doing business with a company over a given period.

Buyer’s remorse is the sense of regret or anxiety that can arise after making a purchase, often questioning if it was the right decision.

A talk track is a script that guides sales reps during calls. It ensures they cover key points and maintain a consistent message with prospects.

Buying criteria are the specific requirements and standards a customer uses to evaluate products or services before making a decision.

Total Audience Measurement (TAM) provides a holistic view of content consumption, tracking viewership across all platforms and devices.

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

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 channel partner is a company that works with a manufacturer or producer to market and sell their products, software, or services to customers.

A hard sell is an aggressive sales technique that uses high-pressure tactics to push a customer into making an immediate purchase decision.

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

NoSQL ("Not only SQL") databases offer a flexible alternative to relational models, excelling at managing large and unstructured data sets.

Learn about big data, including understanding big data characteristics, benefits of leveraging big data, & challenges in managing big data.

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

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.

The awareness stage is the first step in the buyer's journey, where a potential customer realizes they have a problem or an opportunity to explore.

Economic Order Quantity (EOQ) is the ideal order quantity a company should purchase to minimize its total inventory-related costs.

A Content Delivery Network (CDN) is a system of distributed servers that deliver web content to users based on their geographic location.

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

An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.

Learn about ballpark, including estimating with ballpark figures, understanding ballpark estimates in sales, & ballpark estimates vs. precise quotes.

Personalization is the practice of using data to tailor products, services, or content to an individual's specific needs and preferences.

Price optimization is the process of finding the ideal price for a product or service to maximize profitability or other business objectives.

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

Dark social is the sharing of content through private channels like messaging apps or email. This traffic is hard to track as it lacks referral data.

User-generated content (UGC) refers to any form of content, like images, videos, or text, created and shared by users on online platforms.

A field sales representative, or outside sales rep, travels to meet prospects in person, selling products or services directly within their territory.

Shipping solutions are services or software that streamline the logistics of getting products to customers, from label printing to final delivery.

A use case is a detailed description of how a user interacts with a system to achieve a specific goal, outlining the steps from start to finish.

Account-based advertising is a hyper-focused B2B strategy that targets key accounts with personalized ads across multiple channels.

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

Lead enrichment tools are platforms that automatically add missing data to your leads, like contact info, firmographics, and buying signals.

A knowledge base is a self-serve online library of information about a product, service, department, or topic.

Learn about B2B sales channels, including types of B2B sales channels, strategies for effective channel selection, & integrating technology in B2B sales.

LinkedIn Sales Navigator is a premium tool helping sales teams find and engage with the right leads and accounts on the LinkedIn network.

Learn about B2B data, including sources and types of B2B data, leveraging B2B data for sales success, & ensuring the accuracy of B2B data.

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

Incident response is an organization's systematic approach to managing and mitigating the aftermath of a security breach or cyberattack.

A Customer Data Platform (CDP) centralizes customer data from all sources to create a complete, unified profile for each individual customer.

Lead generation software helps businesses automate finding and capturing potential customers' contact information to build sales pipelines.

AI in sales uses smart technology to automate repetitive tasks, analyze customer data, and help sales reps close deals more efficiently.

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

Supply Chain Management oversees the entire production flow of a good or service, from raw materials to final delivery to the consumer.

Triggers are predefined conditions that, when met, automatically launch a workflow or action, ensuring timely and relevant outreach.

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

Demand forecasting is the process of predicting future customer demand for a product or service based on historical data and market trends.

A sales bundle groups multiple products or services into a single offering, often at a discounted price to provide greater value to customers.

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

Learn about below the line, including key strategies for below the line marketing, & distinguishing above and below the line tactics.