Glossary
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Terms · 234
- Customer acquisition costCustomer acquisition cost (CAC) is the average total amount a business spends to win a single new paying customer — calculated by dividing all sales and marketing expenses in a period by the number of new customers acquired in that same period.Revenue metrics
- Customer Data PlatformA Customer Data Platform (CDP) is packaged software that ingests first-party customer data from multiple sources, applies identity resolution to build persistent unified profiles, and makes those profiles available for activation across marketing, sales, and service systems. Unlike a CRM, which stores records of direct interactions, a CDP captures every behavioral, transactional, and demographic signal — including anonymous activity — and stitches them into a single, continuously updated view of each customer.Data & enrichment
- Customer ExpansionCustomer expansion is the process of growing recurring revenue from existing accounts through upsells, cross-sells, seat additions, usage growth, and add-ons — without acquiring a net-new customer. It is the primary driver of Net Revenue Retention (NRR) above 100%.Revenue Growth & Retention
- Customer intelligenceCustomer intelligence (CI) is the practice of collecting and analyzing data about current and potential customers — including firmographic, technographic, behavioral, and intent signals — and converting it into actionable insights that help revenue teams identify buying readiness, personalize outreach, and make better decisions across sales, marketing, and customer success.Data & enrichment
- Customer segmentationCustomer segmentation is the process of dividing a company's customers or prospects into distinct groups based on shared characteristics — such as firmographics, behavior, technology stack, or buying intent — so that sales and marketing teams can deliver targeted, relevant outreach instead of generic messaging.Data & enrichment
- Customer Success Qualified LeadA Customer Success Qualified Lead (CSQL) is a lead for incremental revenue — upsell, cross-sell, or referral — sourced from within the existing customer base and formally qualified by the Customer Success team as ready for sales engagement. Unlike marketing or outbound leads, CSQLs carry built-in trust, product familiarity, and CSM context, making them inherently faster and cheaper to close than cold-sourced pipeline.Pipeline & Lead Qualification
- Dark FunnelThe dark funnel is the portion of the B2B buyer journey — research, peer conversations, review-site browsing, and content consumption — that happens in channels your analytics and CRM cannot track, leaving no attributable footprint before a prospect first contacts you. Because this invisible activity shapes shortlists and vendor preferences, the majority of any deal is often won or lost before a single tracked touchpoint occurs.Buyer intent
- Data AppendData append is the process of adding missing fields to existing contact or company records by matching them against external databases — filling in gaps like email addresses, phone numbers, job titles, and firmographics without altering data already on file. Unlike full data enrichment, which also verifies and updates existing values, data append focuses specifically on completing incomplete records.Data & enrichment
- Data enrichmentData enrichment is the process of supplementing existing contact and account records with verified, additional data points — such as firmographics, technographics, and intent signals — sourced from external providers to make those records more accurate and actionable for sales and marketing teams.Data & enrichment
- Data hygieneData hygiene is the ongoing set of practices and processes used to keep a company's contact and account records accurate, complete, consistent, and up to date across its CRM and GTM stack. Unlike one-time data cleansing, it is a continuous discipline — covering deduplication, validation, enrichment, and standardization — designed to prevent bad data from degrading outreach, forecasting, and revenue.Data & enrichment
- Data normalizationData normalization is the process of organizing and standardizing data entries across a system so that the same information is represented consistently, regardless of how or where it was entered. In B2B go-to-market contexts, it means transforming inconsistent field values — job titles, company names, phone formats, locations — into a single agreed-upon form before that data drives scoring, routing, or outreach.Data & enrichment
- Data orchestrationData orchestration is the automated coordination and management of data flows across multiple systems, tools, and pipelines — triggering, sequencing, monitoring, and recovering jobs so that raw data reliably moves from sources to the people and applications that need it. Think of it as the conductor that tells every ETL job, transformation, and activation step when to run, in what order, and what to do when something breaks.Data & enrichment
- Deal DeskA deal desk is a centralized, cross-functional team and process that reviews, structures, and approves complex or non-standard commercial deals before they are finalized, bringing together sales, finance, legal, and operations stakeholders to accelerate deal velocity while protecting margins and ensuring compliance.Revenue Operations
- Deal IntelligenceDeal intelligence is the practice of automatically capturing and analyzing data from every buyer-seller interaction — calls, emails, and meetings — to produce a real-time, objective picture of each sales opportunity's health, risk, and likelihood of closing. It replaces manual CRM guesswork with AI-driven signals that tell revenue teams exactly where each deal stands and what to do next.Sales Analytics & Pipeline
- Deal qualificationDeal qualification is the ongoing process of evaluating whether a sales opportunity has the attributes needed to close — confirmed budget, decision authority, genuine need, clear timeline, and a navigable buying process — so that reps invest their time only on deals that can win.Sales qualification
- Deal velocityDeal velocity is the speed at which individual sales opportunities move through a pipeline from first contact to closed revenue, typically expressed as the average number of days from opportunity creation to close (won or lost). Faster deal velocity means more revenue generated from the same pipeline in less time.Pipeline & revenue operations
- DeduplicationDeduplication (or "dedupe") is the process of identifying and removing duplicate records from a database or CRM so that each contact, company, or deal exists as a single, accurate entry. By merging redundant copies into one master record, revenue teams eliminate the data errors that corrupt pipeline forecasts, waste rep time, and cause multiple sellers to reach the same prospect simultaneously.Data & enrichment
- Demand captureDemand capture is the set of marketing and sales tactics that convert existing, in-market buyer intent into qualified pipeline and closed revenue — intercepting the roughly 5% of your total addressable market actively researching and comparing solutions right now, rather than creating new awareness among the 95% who are not yet ready to buy.Pipeline & revenue marketing
- Demand creationDemand creation is a B2B marketing strategy that builds awareness of a problem — and interest in a solution — among buyers who are not yet actively looking to purchase, so they already know and trust your brand by the time they enter the market.Demand generation
- Demand generationDemand generation is a full-funnel B2B marketing strategy that builds brand awareness, educates potential buyers, and creates a predictable pipeline of qualified opportunities — reaching prospects long before they are actively shopping. It encompasses every program that creates and captures interest in a company's product or service, from early-stage thought leadership to bottom-funnel conversion tactics.Pipeline & revenue marketing
- Demo RequestA demo request is a formal action taken by a prospective buyer to schedule a live, guided demonstration of a product or service with a sales representative — signaling that the prospect is actively evaluating solutions and ready for a direct conversation.Pipeline generation
- Direct dialA direct dial is a phone number assigned to a specific individual at a company that routes callers straight to that person — bypassing the main switchboard, auto-attendant, and any gatekeeper. In B2B sales, it is the highest-value contact data point for outbound callers because it removes the single biggest barrier to reaching a decision-maker by phone.Data & enrichment
- Discovery CallA discovery call is a scheduled, consultative conversation between a sales representative and an interested prospect where both parties assess mutual fit — the rep uncovers the buyer's goals, pain points, budget, and decision process, while the prospect evaluates whether the vendor's solution is relevant to their situation.Sales process
- Drip campaignA drip campaign is a series of pre-written, automated emails sent to a contact on a fixed schedule or triggered by a specific action — such as signing up for a list, downloading a resource, or abandoning a cart — with the goal of moving them toward a desired outcome over time.Marketing automation
- Economic buyerAn economic buyer is the single person in a B2B deal who holds final authority to approve or kill a purchase — they control the budget, carry P&L accountability, and can say yes when everyone else says no (and no when everyone else says yes).Sales qualification
- Email engagementEmail engagement is the collective measure of how actively recipients interact with an email — opens, clicks, replies, forwards, and time spent reading — used to evaluate whether a message resonated and moved a reader toward the desired action. In B2B sales, high email engagement signals buyer interest and feeds directly into lead scoring and pipeline prioritization.Sales engagement
- Email enrichmentEmail enrichment is the process of taking an incomplete contact record — typically just a name, company, or domain — and appending a verified business email address plus surrounding context (job title, seniority, firmographics, technographics) by querying structured contact databases and running real-time deliverability checks, producing a complete, actionable record your CRM, sales engagement tool, or AI agent can use to personalize and send outreach without additional manual research.Data & enrichment
- Email sequencingEmail sequencing is the practice of sending a pre-planned series of automated emails to a prospect or customer at defined intervals or in response to their behavior, with the goal of moving them toward a specific outcome — a booked meeting, a trial signup, or a closed deal.Sales engagement
- Email verificationEmail verification is the process of confirming that an email address is valid, active, and safe to send to — by testing its syntax, checking the domain's mail-exchange records, and performing an SMTP handshake against the receiving server — before any message is dispatched.Data & enrichment
- Enrichment waterfallAn enrichment waterfall is a data enrichment architecture that queries multiple B2B data providers in a defined priority sequence — moving from one to the next only when the current source cannot return a verified result — until a contact field such as an email address or phone number is confirmed or all sources are exhausted.Data & enrichment
- Enterprise SalesEnterprise sales is the process of selling high-value products or services to large organizations through extended, multi-stakeholder deals — typically with annual contract values above $50,000, sales cycles of six months or more, and buying committees that span multiple departments. It differs from SMB and mid-market selling by the scale of customization, negotiation, and organizational coordination required to close.Sales strategy
- Entity ResolutionEntity resolution is the process of determining when different data records — across systems, sources, or databases — refer to the same real-world entity, such as a person, company, or account, and merging them into a single, unified profile. It is the foundational discipline that turns fragmented, inconsistent data into a reliable single source of truth.Data & enrichment
- Event IntentEvent intent is the cluster of behavioral and contextual signals generated when a prospect or target account participates in, sponsors, attends, or registers for an industry event — a conference, trade show, webinar, or summit — indicating they are actively researching solutions and are therefore more receptive to outreach. Because attendees self-select by investing time and money, event signals carry stronger purchase intent than most passive digital data.Signal-based selling
- Executive Change SignalAn executive change signal is a B2B sales trigger event that fires when a new leader — a C-suite officer, VP, or department head — joins, is promoted within, or departs from a target account, indicating that a buying window is likely opening. Because incoming leaders evaluate vendors and reallocate budgets early in their tenure, this signal is treated as one of the highest-priority indicators of near-term purchasing intent.Signal-based selling
- FirmographicsFirmographics are structured, company-level attributes — such as industry, employee count, annual revenue, headquarters location, and ownership type — used to segment and target B2B accounts. They are to companies what demographics are to individuals: the foundational filters that tell a go-to-market team whether an account belongs in their ICP before any outreach begins.Data & enrichment
- First line personalizationFirst line personalization is the practice of writing a unique, research-backed opening sentence for each cold email or outreach message that references something specific and verifiable about the recipient — such as a recent company event, a published piece of content, or a role change — in order to prove relevance before asking for anything.Cold email & outreach
- First-party dataFirst-party data is information a company collects directly from its own customers and prospects through owned channels — website activity, CRM records, email engagement, product usage, and form submissions — without relying on a third-party intermediary.Data & enrichment
- Follow-up emailA follow-up email is a message sent to a prospect, customer, or contact after an initial outreach or interaction — either when no response has been received, or to advance the conversation to a next step. Its purpose is to re-engage the recipient, reinforce the value of a prior message, and move a deal, request, or relationship forward.Sales engagement
- Forecast AccuracyForecast accuracy is the percentage by which a sales team's predicted revenue matches actual closed-won revenue over a given period, calculated as (Actual Revenue ÷ Forecasted Revenue) × 100. It is the primary metric for measuring how reliably a revenue organization can predict its own output.Revenue Operations
- Funding signalA funding signal is a real-time alert that a company has closed a new investment round, secured debt financing, or completed a financial event — such as a Series A, private equity recap, or bridge round — that indicates the organization now has budget authority and growth pressure to buy new software and services.Signal-based selling
- G2 Intent DataG2 intent data is second-party behavioral signal collected directly by G2 — the world's largest software review marketplace — that identifies which companies are actively researching, comparing, or evaluating software products on its platform. Vendors listed on G2 can purchase access to these signals to prioritize outreach toward accounts already in an active buying cycle.Buyer intent
- Generative AI for SalesGenerative AI for sales refers to large language model (LLM)-powered systems that create original, contextually relevant sales content — emails, call scripts, proposals, meeting briefs, and follow-ups — by synthesizing prospect data, CRM history, and real-time signals. Unlike predictive AI, which classifies or scores existing data, generative AI produces new text, plans, and workflows tailored to each buyer and moment in the sales cycle.AI sales technology
- Go-to-market strategyA go-to-market (GTM) strategy is a cross-functional plan that defines who a company sells to, how it reaches and converts them, and how it positions and prices its offering — aligning sales, marketing, and product around a shared path to revenue.GTM strategy & revenue operations
- Gross Revenue RetentionGross Revenue Retention (GRR) is the percentage of recurring revenue a company keeps from its existing customer base over a defined period, accounting for churn and downgrades but explicitly excluding any expansion revenue from upsells or cross-sells. Because it strips out the flattering effect of upsells, GRR can never exceed 100% and represents the floor — not the ceiling — of a business's revenue health.Revenue metrics
- GTM engineerA GTM engineer is a technical revenue professional who designs, builds, and operates the automated systems — data pipelines, enrichment workflows, scoring models, and AI-powered outbound sequences — that convert a company's go-to-market strategy into scalable, measurable execution.Revenue systems & automation
- GTM EngineeringGTM engineering is the discipline of designing, building, and scaling the automated systems that convert market signals into revenue pipeline — combining data enrichment, lead scoring, workflow automation, and AI-driven outreach into a single engineered revenue stack. It sits at the intersection of business strategy and technical implementation, translating revenue goals into repeatable infrastructure rather than manual process.Revenue Operations & Automation
- Hiring SignalA hiring signal is a job posting, staffing change, or recruitment pattern that reveals a company's strategic priorities, budget allocation, and likely buying intent — giving B2B sales teams a timely, contextual reason to reach out before formal vendor evaluation begins.Signal-based selling
- ICP fitICP fit is the degree to which a specific prospect account matches your Ideal Customer Profile — the firmographic, technographic, and behavioral attributes that predict whether a company will buy, succeed with your product, and renew. It is evaluated at the account level before any sales motion begins, and it determines how aggressively to pursue each opportunity.Account qualification
- Ideal customer profileAn ideal customer profile (ICP) is a data-driven description of the company type most likely to buy your product, derive lasting value from it, expand over time, and refer others — defined by firmographic, technographic, and behavioral attributes rather than by individual contacts. It tells revenue teams which accounts to pursue, in what order, and why.Account targeting
- Identity ResolutionIdentity resolution is the process of stitching together fragmented identifiers — emails, device IDs, IP addresses, CRM records, and more — across channels and systems to produce a single, unified profile of a person or account. The result is a "golden record" that sales and marketing teams can reliably act on.Data & enrichment
- Inbound LeadAn inbound lead is a potential customer who initiates contact with a company — by filling out a form, downloading content, requesting a demo, or reaching out via chat — after discovering the business through search, social media, content, or referrals. Because the prospect sought you out rather than the reverse, inbound leads typically carry higher purchase intent and convert at significantly higher rates than cold outbound prospects.Lead generation
- Intent dataIntent data is behavioral intelligence that reveals which companies or individuals are actively researching a buying decision right now — based on their content consumption, search activity, and digital engagement across the web — so sales and marketing teams can prioritize outreach and time engagement to reach accounts most likely to buy before the shortlist closes.Buyer intent
- Intent SignalsIntent signals are observable actions, behaviors, or events — across your own properties and the broader web — that indicate a prospect or account is entering or progressing through a buying cycle. They are the digital breadcrumbs buyers leave behind as they research, compare, and evaluate solutions, giving revenue teams a way to prioritize outreach to accounts most likely to purchase.Buyer Intent
- Job Change AlertA job change alert is an automated notification triggered when a tracked contact — a prospect, former champion, or existing customer — moves to a new company, takes on a new title, or shifts roles within their current organization, surfacing a time-sensitive window for personalized outreach before competitors engage.Signal-based selling
- Landing Page ConversionLanding page conversion is the act of a visitor completing a desired action — submitting a form, booking a demo, or downloading content — on a page built around a single call to action. The landing page conversion rate (CVR) is the percentage of total visitors who complete that action, calculated as conversions divided by total visitors multiplied by 100.Demand Generation & Pipeline
- Lead CaptureLead capture is the process of collecting contact information from potential customers — typically name, email, company, and job title — and storing it in a CRM or marketing system so sales and marketing teams can identify, qualify, and follow up with those prospects. It is the moment an anonymous visitor or prospect becomes a named, actionable lead.Pipeline Generation
- Lead enrichmentLead enrichment is the process of appending verified firmographic, demographic, technographic, and behavioral data to existing prospect records, transforming a bare name and email into a complete buyer profile that sales and marketing teams can act on immediately.Data & enrichment
- Lead generationLead generation is the process of identifying potential buyers, attracting their interest, and capturing their contact information so sales teams can follow up and convert them into customers. It sits at the top of the revenue funnel and feeds every subsequent stage of the sales process.Demand generation & pipeline
- Lead magnetA lead magnet is a free resource or incentive — such as an ebook, template, calculator, or webinar — offered to website visitors in exchange for their contact information, typically an email address. It is the primary mechanism marketers use to convert anonymous traffic into identified leads they can nurture toward a sale.Demand generation
- Lead nurturingLead nurturing is the process of building relationships with prospects who are not yet ready to buy — delivering relevant content, timely follow-up, and personalized outreach across the buying journey until they are sales-ready and confident enough to move forward.Demand generation
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