System of Record

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

A Marketing Qualified Lead (MQL) is a prospect who has shown interest based on marketing efforts but isn't yet ready for a sales conversation.

A value statement is a clear, concise declaration of the unique benefits a company provides to its customers, outlining its core purpose.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A Marketing Qualified Opportunity (MQO) is a lead vetted by marketing as a genuine sales opportunity, ready for direct sales follow-up.

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

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

Account management is the post-sales practice of building and nurturing long-term relationships with a company's most valuable clients.

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

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

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

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

An enterprise is a large-scale organization, often a corporation, defined by its complex structure and substantial number of employees.

HubSpot is a customer relationship management (CRM) platform with tools for marketing, sales, and service, all aimed at helping businesses grow.

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

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

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

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

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

ABM orchestration aligns marketing and sales actions across channels to deliver seamless, personalized experiences to high-value accounts.

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

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

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

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

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

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

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

A sandbox is an isolated testing environment where new or untrusted code can be run safely without affecting the host device or network.

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

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

Precision targeting is a marketing strategy that uses data to identify and reach a highly specific audience most likely to convert.

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

Microservices is an architecture where apps are built as a collection of small, independent services that communicate with each other over APIs.

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

A Customer Relationship Management (CRM) system is a tool that centralizes customer data to help manage interactions and nurture relationships.

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

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

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

Hadoop is an open-source framework designed for the distributed storage and processing of extremely large data sets across clusters of computers.

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

X-Sell, or cross-selling, is a sales strategy of selling additional, related products or services to an existing customer base.

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

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

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

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

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

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

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

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

Inside sales is a remote sales process where reps sell products or services via phone, email, and other digital tools instead of in person.

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.

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

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

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

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

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

A demand generation framework is a strategic process for creating awareness and interest in your product, ultimately driving new business.

Contact data is the set of details, like names, emails, and phone numbers, used to get in touch with a person or business for outreach.

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

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

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

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.

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.

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

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

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

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

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

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

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

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

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