A comprehensive glossary of all things go-to-market, sales, and growth.
Marketing metrics are quantifiable ways to track performance and gauge a campaign's effectiveness, measuring the effects of a campaign on audience actions.
Marketing intelligence is the collection and analysis of everyday data relevant to an organization's marketing efforts, such as competitor behaviors, products, consumer trends, and market opportunities.
A marketing funnel is a model that represents the customer journey from initial awareness of a product or service to making a purchase decision and beyond.
A marketing budget breakdown is a detailed plan that outlines the specific amount of money a company allocates to its marketing activities, such as content marketing, paid ads, creative design and branding, public relations and events, analytics, tools and software, and staff members.
A marketing automation platform is software that automates routine marketing tasks, such as email marketing, social media posting, and ad campaigns, without the need for human action.
Marketing automation is the use of software to automate repetitive marketing tasks, such as email marketing, social media posting, and ad campaigns, with the goal of improving efficiency and personalizing customer experiences.
A marketing attribution model is a method used to determine which interactions influence a customer to purchase from your brand, allowing marketers to understand which campaigns or channels drive the most conversions.
Marketing attribution is the analytical science of determining which marketing tactics contribute to sales or conversions.
Marketing analytics is the process of tracking and analyzing data from marketing efforts to reach a quantitative goal, enabling organizations to improve customer experiences, increase the return on investment (ROI) of marketing efforts, and craft future marketing strategies.
Market intelligence is the collection and analysis of information about a company's external environment, including competitors, customers, products, and overall market trends.
The Logistics Performance Index (LPI) is an interactive benchmarking tool designed to help countries identify challenges and opportunities in their trade logistics performance and determine ways to improve.
Loyalty programs are customer retention strategies sponsored by businesses to offer rewards, discounts, and special incentives, encouraging repeat purchases and fostering brand loyalty.
Low-hanging fruit refers to tasks, goals, or opportunities that are easy to achieve or take advantage of with minimal effort.
Loss aversion is a cognitive bias where the pain of losing is psychologically twice as powerful as the pleasure of gaining, leading individuals to prefer avoiding losses over acquiring equivalent gains.
Lookalike Audiences are a powerful marketing tool used by advertisers on platforms like Facebook, Google, and LinkedIn to find new customers who share similar characteristics with their existing customers or followers.
Logo retention, also known as customer logo retention, is a metric that measures the percentage of customers a business retains over a specific period of time.
Inventory management is the process of ordering, storing, using, and selling a company's inventory, which includes the management of raw materials, components, and finished products, as well as warehousing and processing of such items.
The Jobs to Be Done (JTBD) Framework is a structured approach for understanding and addressing customer needs by defining, categorizing, capturing, and organizing all of their needs.
Internal signals are elements within a system that are not part of the interface available to the outside of the system.
Lead generation software is a type of software designed to help generate leads by automating a business' lead generation process.
A lead generation funnel is a systematic process designed to attract potential customers and guide them through various stages, ultimately converting them into paying customers.
Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, with the end goal of converting them into customers.
Lead enrichment tools are solutions that help businesses gather more information and insights about potential leads or prospects by leveraging various data sources and databases.
Lead enrichment software is a tool that gathers, organizes, and examines data related to a customer's interest in a company's offerings, with the goal of improving the marketing and sales process and increasing conversion rates.
Lead enrichment is the process of finding and adding relevant information, such as company and contact data, to a lead record to speed up the qualification and routing processes.
Lead conversion is the process of transforming a prospective customer, or lead, into an actual customer.
Latency refers to the delay in any process or communication, such as the time it takes for a data packet to travel from one designated point to another in computer networking and telecommunications.
A landing page is a standalone web page created specifically for a marketing or advertising campaign, designed with a single focus or goal known as a call to action (CTA).
Kubernetes is an open-source system that automates the deployment, scaling, and management of containerized applications anywhere.
A knowledge base is a digital repository of information about a product, service, department, or topic, intended to facilitate customer support and increase productivity by reducing repetitive inquiries.
Key Performance Indicators (KPIs) are quantifiable measurements used to gauge a company's overall long-term performance, specifically focusing on strategic, financial, and operational achievements.
Key accounts are a company's most valuable customers, characterized by their significant contribution to revenue, ability to refer new prospects, and role in enhancing the business's credibility within their industry.
Kanban is a visual project management system that originated in the automotive industry at Toyota. It has since been adopted across various fields to improve work efficiency.
Google Analytics is a web analytics service that collects data from websites and apps, generating reports that offer insights into a business's performance.
A "Gone Dark" prospect refers to a potential customer who has suddenly ceased communication, often due to switching to private communication channels that are difficult to monitor or access, such as end-to-end encrypted platforms.
Geo-fencing is a location-based marketing and advertising technology that uses GPS, RFID, Wi-Fi, or cellular data to create a virtual geographical boundary, known as a geofence.
Generic keywords are broad and general terms that people use when searching for products, services, or information, without being attributed to a specific brand.
GDPR Compliance refers to an organization's adherence to the General Data Protection Regulation (GDPR), a set of data protection and privacy standards for individuals within the European Union.
Gated content is any type of online material that requires users to provide their contact information, such as an email address, in exchange for access.
Funnel optimization is the process of strategically enhancing each stage of a marketing or sales funnel, guiding potential customers through their journey from initial awareness to taking the desired action.
Funnel analysis is a method used to map and analyze the sequence of events leading up to a point of conversion, such as a sale or registration.
Functional testing is a type of software testing that verifies whether each application feature works as per the software requirements, ensuring that the system behaves according to the specified functional requirements and meets the intended business needs.
Fulfillment logistics refers to the entire process of receiving, processing, and delivering orders to customers, including managing returns.
Freemium models are a business strategy that offers basic services or features for free while charging a premium for advanced or supplemental features.
Freemium is a business model that offers basic features of a product or service for free, while charging a premium for supplemental or advanced features.
Forward revenue refers to the projected revenue a company expects to earn in future periods, such as upcoming quarters or fiscal years.
Forecasting is a method of making informed predictions using historical data to determine the course of future trends.
A follow-up is an action or communication that comes after an initial interaction, aiming to reinforce, continue, or complete a process.
Firmographics are data points related to companies, such as industry, revenue, number of employees, and location.
Firmographic data refers to datasets that help businesses effectively segment organizations into meaningful categories, focusing on key information about the operation of enterprises themselves.
A firewall is a network security system that monitors and controls incoming and outgoing network traffic based on predetermined security rules.
A Field Sales Representative, also known as an Outside Sales Representative, is a skilled professional who builds customer relationships, follows up on leads, and maximizes sales opportunities.
Feature flags, also known as feature toggles or feature switches, are a software development technique that allows developers to enable or disable specific functionality during runtime without deploying new code.
Fault tolerance refers to the ability of a system, such as a computer, network, or cloud cluster, to continue operating without interruption when one or more of its components fail.
The FAB technique is a sales methodology that focuses on highlighting the value of a product or service by linking its features, advantages, and benefits.
In the context of a growing SaaS (Software as a Service) company, expansion revenue is tracked on a monthly basis and excludes revenue from new customers within the same period.
Event tracking is the process of registering, documenting, and presenting events, which are special forms of user interactions with website elements like menus, buttons, downloads, search boxes, videos, or external links.
Event marketing is a strategy used by marketers to promote their brand, product, or service through in-person or real-time engagement, either online or offline.
ETL, which stands for Extract, Transform, Load, is a data management process that integrates data from multiple sources into a single, consistent data store that is used for reporting and data analytics.
Escalations in customer service occur when a first-tier support agent is unable to resolve a customer's issue, necessitating the transfer of the issue to another agent with the required expertise or someone authorized to handle the issue
Interactive Voice Response (IVR) is an automated phone system technology that enables incoming callers to access information through a voice response system of pre-recorded messages without speaking to an agent.
Intent leads are prospects who visit your website, show buying intent by looking at product or pricing pages, fit your ideal customer profile (ICP) based on firmographic attributes, and are in the anonymous buyer research stage.
Intent data is information that reveals when buyers are actively researching online for solutions, showing interest in specific products and services based on the web content they consume.
Intent-Based Leads are potential customers identified through their online activity, indicating a strong interest in a product or service.
Integration testing is a form of software testing in which multiple parts of a software system are tested as a group, with the primary goal of ensuring that the individual components work together as expected and identifying any issues that may arise when these components are combined.
An Inside Sales Representative is a professional who focuses on making new sales and pitching to new customers remotely, using channels such as phone, email, or other online platforms.
Inside Sales Metrics are quantifiable measures used to assess the performance and efficiency of a sales team's internal processes, such as calling, lead generation, opportunity creation, and deal closure.
Inside sales refers to the selling of products or services through remote communication channels such as phone, email, or chat. This approach targets warm leads—potential customers who have already expressed interest in the company's offerings.
InMail messages are a premium feature on LinkedIn that enables users to send messages to other LinkedIn members who are not in their direct network.
Infrastructure as a Service (IaaS) is a form of cloud computing that provides virtualized computing resources over the internet.
Inbound sales is a customer-centric approach where potential customers reach out to a business, often through marketing campaigns, content, or social media.
Inbound leads are prospects who have been attracted to your content and convert as part of your inbound lead generation strategy.
Inbound lead generation is a method of attracting customers to your brand by creating targeted content that appeals to your ideal customer, initiating a two-way relationship that eventually results in a sale.
An Ideal Customer Profile (ICP) is a hypothetical company that perfectly matches the products or services a business offers, focusing on the most valuable customers and prospects that are also most likely to buy.
A hybrid sales model is a strategic approach that combines digital and in-person sales techniques to cater to the diverse preferences of potential and existing customers.
HubSpot is an AI-powered customer platform that provides a comprehensive suite of software, integrations, and resources for connecting marketing, sales, and customer service.
HTTP requests are messages sent from a client to a server based on the Hypertext Transfer Protocol (HTTP), aiming to perform specific actions on web resources.
In sales, hot leads are qualified prospects who have been nurtured and show a high interest in purchasing your product or service.
A horizontal market is one where products or services cater to the needs of multiple industries, characterized by wide demand and high competition.
A headless CMS is a content management system that separates the presentation layer (where content is presented) from the backend (where content is managed), allowing for content to be managed in one place and deployed across various digital channels.
A hard sell is an advertising or sales approach that uses direct and insistent language to persuade consumers to make a purchase in the short term, rather than evaluating their options and potentially deciding to wait.
Hadoop is an open-source framework that enables distributed storage and processing of large datasets across clusters of computers using simple programming models.
Guided selling is a sales process that utilizes artificial intelligence (AI) and machine learning to analyze sales, historical, and customer data, enabling sales representatives to provide personalized product recommendations to customers and increase conversion rates.
A go-to-market (GTM) strategy is an action plan that outlines how a company will reach its target customers and achieve a competitive advantage when launching a product or service.
GPCTBA/C&I is an advanced sales qualification framework designed for the modern sales landscape.
Enrichment is the process of improving the quality, value, or power of something by adding relevant information or elements.
The end of a quarter refers to the conclusion of a three-month period on a financial calendar, with a typical business year divided into four quarters (Q1, Q2, Q3, and Q4).
End of Day (EOD) refers to the conclusion of a working or business day, often used to indicate deadlines or the time by which certain tasks should be completed.
Employee engagement is the involvement, enthusiasm, and emotional investment employees have in their work and workplace.
Employee advocacy is the promotion of a brand or company by its employees, leveraging their personal and professional networks to amplify company messages, share positive experiences, and act as experts recommending the company's products and services.
Email verification is the process of checking and authenticating email addresses to ensure they are authentic and connected to a real person or organization.
Email personalization is the practice of using subscriber data within email content to make it feel tailor-made for the individual, resulting in more relevant and engaging content.
Email marketing is the act of sending commercial messages, typically to a group of people, using email to promote a business's products or services, incentivize customer loyalty, and enhance brand awareness.
Enterprise Resource Planning (ERP) is a comprehensive platform used by companies to manage and integrate the core aspects of their business operations.
Email engagement is a measure of how subscribers interact with your email marketing campaigns, estimated by monitoring metrics like open rate, click-through rate (CTR), unsubscribe rate, and more.
Email deliverability rate is the percentage of emails that successfully reach the recipient's inbox.
An enterprise is a for-profit business designed to generate profit through diverse strategies like solving problems, exploiting new ideas, competitive pricing, or leveraging specialist knowledge.
Email deliverability is the ability to deliver emails to subscribers' inboxes, considering factors like ISPs, throttling, bounces, spam issues, and bulking.
An email cadence is the process of finding the optimal sending frequency that increases overall engagement from subscribers and reduces the amount of unsubscribes.
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