System of Record

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

Customer Acquisition Cost (CAC) is the total cost a business spends to gain a new customer. It includes all sales and marketing expenses.

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

Average Revenue per User (ARPU) is a key performance indicator that calculates the average revenue generated from each user or subscriber.

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

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

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

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

Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.

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

Competitive intelligence (CI) is the ethical gathering and analysis of market data to inform strategic business decisions and gain an advantage.

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

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

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

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

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

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

Retargeting marketing is a digital advertising strategy that targets users who have previously interacted with your website or brand online.

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

Demand is the economic principle describing a consumer's desire and willingness to purchase a specific good or service at a particular price.

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

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

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

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

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

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

“No Spam” is a commitment to sending only relevant, solicited messages. It means avoiding bulk, unwanted emails to respect the recipient's inbox.

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

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

The FAB technique is a sales framework connecting product features to advantages and then to the specific benefits for the customer.

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

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

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

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

Demand generation is the process of creating awareness and interest in your products to build a pipeline of qualified leads for your sales team.

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

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

A headless CMS is a back-end content repository that delivers content via API to any front-end, decoupling the content from its presentation layer.

Learn about buyer intent data, including sourcing and interpreting buyer intent data, & key metrics in buyer intent analysis.

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

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

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

Closed Won is a CRM status for a sales deal that has been successfully concluded, resulting in a signed contract and a new customer.

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

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

Learn about B2B marketing attribution, including challenges in B2B marketing attribution, & key metrics for effective attribution.

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

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

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

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

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

Expansion revenue is the extra money a business makes from its current customers via upgrades, new products, or additional services.

Sales acceleration refers to strategies and technologies designed to speed up the sales cycle, enabling reps to close more deals, faster.

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

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

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

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

Customer retention refers to the strategies and activities a company uses to prevent customer churn and encourage them to continue buying.

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.

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.

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

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

Regression testing ensures that new code changes don’t negatively impact existing features. It's a key step to maintain software quality after updates.

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

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

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

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.

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

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.

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

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.

Serviceable Addressable Market (SAM) is the portion of the market your business can realistically serve with its current products and sales channels.

Single Sign-On (SSO) is an authentication method allowing users to access multiple applications with one set of login credentials.

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

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

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.

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

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

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

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

Voice broadcasting is an automated system that delivers a pre-recorded voice message to a large list of phone numbers simultaneously.