Value Chain

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

Analytics platforms are tools that collect and analyze data from various sources, helping businesses track key metrics and make informed decisions.

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

Dynamic data is information that updates in real-time. Unlike static data, it reflects the most current state of information automatically.

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

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

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

The Target Buying Stage identifies a prospect's position in the buying journey, from initial awareness to the final decision to purchase.

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

Marketing attribution is the process of identifying which touchpoints contribute to a conversion and assigning value to each of them.

Learn about B2B demand generation strategy, including key elements of demand generation, & crafting your demand generation plan.

A Unique Value Proposition (UVP) is a concise statement that clearly communicates the unique benefit a customer gets from your product or service.

Sales pipeline velocity is a metric that measures how quickly deals move through your sales funnel to generate revenue for your business.

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

Account Click-Through Rate (CTR) is the percentage of individuals from a target account who click on a link in an ad, email, or on a webpage.

Learn about buyer behavior, including understanding the buyer's journey, influencing factors in buyer behavior, & buyer behavior and marketing strategy.

Learn about B2B marketing KPIs, including identifying key B2B marketing KPIs, setting achievable KPI targets, B2B vs B2C marketing KPIs: understanding the differences.

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

Zero-based budgeting (ZBB) is a method where all expenses are re-evaluated and must be justified from scratch for each new budget period.

Tokenization is the process of breaking down text into smaller units called tokens, such as words or characters, for AI to process.

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

User testing involves observing real users interact with a product to identify usability issues and improve the overall user experience.

Customer loyalty is a customer’s devotion to a brand, shown by their repeat purchases and engagement, driven by positive experiences and trust.

A sales stack is the suite of tech tools—from CRMs to prospecting software—that sales reps use to close deals faster and more efficiently.

An inside sales rep sells products or services remotely from an office, using digital tools like phone and email to connect with customers.

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

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

Cross-Site Scripting (XSS) is a web security vulnerability that allows attackers to inject malicious scripts into trusted websites.

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

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

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

Data mining is the process of discovering patterns, trends, and useful information from large datasets to make better business decisions.

Corporate identity is the visual and verbal persona of a company, encompassing its logo, color palette, communication style, and core values.

Channel marketing is a strategy where a company sells its products or services through third-party partners, like resellers or affiliates.

Customer Success is a business strategy focused on proactively helping customers achieve their goals with your product or service.

Video messaging involves sending short, personalized video clips to prospects or customers, replacing traditional text-based communication.

A Proof of Concept (PoC) is a small exercise to test whether a business idea or project is technically feasible and has real-world potential.

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

The Challenger Sales Model is a sales approach where reps challenge a customer's thinking by teaching, tailoring, and taking control of the sale.

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

Market intelligence is the process of collecting and analyzing data about your target market, competitors, and industry to guide business strategy.

A sales strategy is a comprehensive plan that outlines how a business will sell its products or services to achieve its revenue goals.

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

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

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

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

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.

The C-suite, or C-level, refers to a company's most senior executives. Their titles usually start with 'Chief,' such as CEO, CFO, or CTO.

A qualified lead is a prospect vetted as a good fit for your product. They match your ideal customer profile and show genuine interest.

AI marketing uses artificial intelligence to analyze data, automate decisions, and deliver personalized customer experiences at scale.

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

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

Learn about brand equity, including understanding its importance, building strong brand equity, measuring brand equity, & real-world applications.

Return on Investment (ROI) is a key performance metric that measures the profitability of an investment relative to its initial cost.

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

A Sales Qualified Lead (SQL) is a prospect vetted by marketing and sales, deemed ready for a direct sales pitch after showing intent to buy.

Day Sales Outstanding (DSO) is a financial ratio that shows the average number of days it takes for a company to receive payment for a sale.

A custom API integration is a bespoke connection between software, enabling them to communicate and share data to meet unique business requirements.

High availability (HA) describes a system's capacity to function continuously with minimal downtime, ensuring consistent operational performance.

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

Learn about browser compatibility, including understanding the importance, common challenges, best practices, & tools for testing.

A Subject Matter Expert (SME) is an individual with profound knowledge and authority in a particular area, topic, or industry.

A complex sale features a long sales cycle, multiple stakeholders, and a high-value transaction, demanding a strategic, consultative approach.

Data-driven lead generation is the process of using data insights to identify, attract, and convert high-quality leads into customers.

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

Average Order Value (AOV) tracks the average dollar amount spent each time a customer places an order on your website or mobile app.

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

Software as a Service (SaaS) is a cloud-based model where users subscribe to an application and access it over the internet.

CCPA compliance is adhering to the California Consumer Privacy Act, a law that grants consumers more control over their personal data.

A positioning statement is a concise description of your target market and how your product or service uniquely fills their needs.

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

Site retargeting is a marketing strategy that shows ads to people who have previously visited your website but left without converting.

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

Ransomware is a type of malicious software that encrypts a victim's files, holding them hostage until a ransom is paid for the decryption key.

Customer Data Management (CDM) is the process of collecting, organizing, and analyzing customer data to create a unified view of your audience.

Direct mail is a marketing method where businesses send physical promotional materials directly to potential customers' mailboxes.

SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.

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

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

A pain point is a specific, recurring problem your target customers face, causing them frustration, inefficiency, or added costs.

Regression analysis is a statistical method for estimating the relationships between a dependent variable and one or more independent variables.

A Salesforce Administrator is a certified professional who manages and customizes the Salesforce platform to meet a company's specific business needs.

Docker is a tool that packages applications and their dependencies into isolated environments called containers for easy deployment and scaling.

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 drip campaign is a series of automated messages sent to prospects or customers over time to nurture leads and drive engagement.

Agile methodology is an iterative approach to project management and software development, focusing on delivering value in small, incremental steps.

Sales Performance Management (SPM) is a suite of tools and processes that help businesses monitor, analyze, and boost sales team performance.

Data privacy is an individual's right to control their personal information, including how it's collected, processed, stored, and shared.

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.

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

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

Prospecting is the process of identifying potential customers, or prospects, to build a sales pipeline and generate new business opportunities.

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

Account-Based Marketing (ABM) benchmarks are key metrics used to measure the performance and success of your targeted account strategies.

Subscription models are a business strategy where customers pay a recurring fee at regular intervals for access to a product or service.

A competitive advantage is a unique edge that allows a business to produce goods or services better or more cheaply than its rivals.

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.

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

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

Data hygiene is the practice of ensuring your customer data is clean, accurate, and up-to-date by removing duplicates and correcting errors.