System of Record

Accounts Payable (AP) is the money a company owes its suppliers for goods or services bought on credit. It's listed as a current liability.

Programmatic display campaigns use automation to buy and sell digital ad space in real-time, targeting specific audiences across the web.

Learn about B2B intent data providers, including evaluating intent data quality, leveraging intent data for growth, & B2B intent data: key providers comparison.

An Applicant Tracking System (ATS) is a software application that manages your entire hiring and recruitment process from a single dashboard.

Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.

An account is a company or organization that you're targeting for sales. It can be a prospective, current, or even a past customer.

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

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

The Dark Funnel describes customer buying activities that are untrackable by companies, such as private chats and word-of-mouth referrals.

Monthly Recurring Revenue (MRR) is the predictable, recurring income a business expects to receive each month from all active subscriptions.

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

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

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

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.

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

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

Progressive Web Apps (PWAs) are websites that look and feel like native mobile apps, offering features like offline access and push notifications.

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

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

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

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

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

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

Closed opportunities are potential deals that have concluded. They are categorized as either 'closed-won' (a sale was made) or 'closed-lost'.

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

A Point of Contact (POC) is the designated individual or department that serves as the main hub for information and communication on a matter.

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.

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

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

Account-Based Selling is a B2B strategy where sales and marketing treat high-value accounts as markets of one, using personalized outreach.

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

CRM integration connects your CRM software with other tools, creating a unified system for all your customer data and business processes.

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

Sales enablement content refers to the materials and tools that empower your sales team to engage prospects and close deals more efficiently.

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

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.

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

Lead generation is the process of identifying and cultivating potential customers for a business's products or services.

Email verification is the process of confirming that an email address is valid and deliverable, which helps improve campaign performance.

A Request for Information (RFI) is a formal process for gathering information from potential suppliers before issuing a more detailed proposal.

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

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.

Personalization in sales means tailoring outreach to a prospect's specific needs, interests, and context to make communication more relevant.

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

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

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

Intent data tracks a user's online behavior—like searches and site visits—to identify signals that they are ready to make a purchase.

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

Product-Led Growth (PLG) is a business strategy where the product itself drives user acquisition, conversion, and expansion.

Rollback procedures are a set of steps to restore a system to a previous, stable version after a failed update, ensuring minimal disruption.

Account-Based Marketing (ABM) is a focused B2B strategy where marketing and sales collaborate to target and convert high-value accounts.

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 lead qualification process is how you determine which prospects are most likely to become customers by evaluating them against specific criteria.

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

Warm outbound is a sales strategy for contacting prospects who've shown interest in your brand through prior engagement, like website visits.

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.

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

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

Customer buying signals are the actions, behaviors, or statements a prospect makes that indicate they are moving towards a purchase decision.

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

Stress testing is a type of software testing that determines a system's robustness by pushing it beyond its normal operational capacity.

Account-Based Sales (ABS) is a focused B2B strategy where sales and marketing teams treat high-value accounts as individual markets of one.

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

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

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

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

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

A marketing play is a repeatable tactic used to achieve a specific marketing goal, like generating leads or driving engagement.

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

Sales objections are reasons or concerns raised by a potential customer as to why they are hesitant or unwilling to make a purchase.

Sales intelligence is technology that gathers and analyzes data to help salespeople find and understand prospects and existing clients.

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

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

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

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

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

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

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.

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

“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.

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

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

Lead routing is the automated process of distributing incoming leads to the right sales reps based on predefined criteria.

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

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

Intent-based leads are potential customers whose online actions—like searches or content engagement—signal a clear interest in buying a solution.

Contact discovery is the process of finding accurate contact details for potential leads, including names, emails, phone numbers, and job titles.

Copyright compliance is adhering to laws that protect creative works. It involves legally using content by obtaining permission or licenses.

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 data enrichment, including benefits of B2B data enrichment, implementing B2B data enrichment strategies, B2B data enrichment vs. data cleaning.

A marketing attribution model is a framework for assigning credit to the marketing touchpoints that lead a customer to convert.

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

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

A sales methodology is the framework that guides how your sales team approaches the entire sales process, from prospecting to closing deals.

Video selling uses personalized video messages to engage prospects, build rapport, and guide them through the sales funnel to close more deals.

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

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

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

Learn about business development representative, including skills and qualifications for BDRs, & roles and responsibilities of a BDR.

A lead list is a curated database of potential customers (leads) with contact information and other key data for sales and marketing outreach.