The terms we use across this site, defined plainly.
No jargon-on-jargon definitions. Each term explained the way we’d explain it out loud on a call.
ABM (Account-Based Marketing)
A strategy that targets specific named accounts rather than a broad audience.
See it in context →Attribution
The method used to credit a sale or lead to the marketing touchpoint(s) that produced it.
See it in context →CAC (Customer Acquisition Cost)
What it actually costs to acquire one paying customer, including ad spend and often the labor behind it.
See it in context →CAC Payback Period
How many months of a customer’s revenue it takes to earn back what it cost to acquire them.
See it in context →CRO (Conversion Rate Optimization)
The practice of improving the percentage of visitors who complete a desired action on a page or funnel.
See it in context →GHL (GoHighLevel)
A CRM and marketing automation platform used for outreach, SMS, and pipeline automation.
See it in context →ICP (Ideal Customer Profile)
The defined description of the company or buyer type most likely to become a good customer.
See it in context →LTV (Lifetime Value)
The total revenue a customer generates over the entire relationship, not just the first order.
See it in context →NRR (Net Revenue Retention)
The percentage of recurring revenue retained from existing customers over a period, including expansion and minus churn.
See it in context →ROAS (Return on Ad Spend)
Revenue generated per dollar of ad spend; useful, but incomplete without retention data alongside it.
See it in context →SDR (Sales Development Representative)
A role focused on outbound prospecting and qualifying leads before handing them to a closing sales rep.
See it in context →UGC (User-Generated Content)
Content created by real customers rather than a brand’s own studio, commonly outperforming polished creative in paid social.
See it in context →Conversion Rate
The percentage of people who complete a desired action, such as submitting a form, booking a call, making a purchase, or moving to the next stage.
See it in context →CPL (Cost Per Lead)
The average amount spent to generate one lead. It should be considered alongside lead quality and what happens after the lead is generated.
See it in context →RevOps (Revenue Operations)
The systems and processes that connect marketing, sales, customer data, automation, pipeline, and reporting.
See it in context →CRM
The system used to store customer and prospect information, manage follow-up, track opportunities, and record activity.
See it in context →Sales Pipeline
A structured view of opportunities as they move through the sales process, showing what is active, what needs attention, and where progress is stuck.
See it in context →Lead Qualification
The process of determining whether a lead is a good potential fit based on need, timing, budget, intent, and other relevant factors.
See it in context →Lead Nurturing
Ongoing communication with prospects who are not yet ready to decide, including email, SMS, useful content, reminders, and sales follow-up.
See it in context →Marketing Automation
Technology used to handle repeatable tasks such as lead routing, follow-up emails, reminders, nurture sequences, and internal notifications.
See it in context →Landing Page
A focused web page designed around one main action, commonly used for campaigns, lead generation, bookings, downloads, or specific offers.
See it in context →Conversion Funnel
The steps a potential customer moves through between first becoming aware of a business and completing a desired action.
See it in context →Lead Quality
A measure of how relevant and commercially useful a lead is. More leads do not mean better performance if they are unlikely to become customers.
See it in context →Pipeline Velocity
How quickly qualified opportunities move through the sales pipeline. Slow movement can reveal problems with follow-up, qualification, or decision-making.
See it in context →Growth Strategy
A plan for identifying where growth can come from and which problems should be solved first across acquisition, conversion, operations, and measurement.
See it in context →Growth Constraint
The part of a business system currently limiting further growth, such as acquisition, conversion, capacity, follow-up, sales, reporting, or positioning.
See it in context →Customer Journey
The experience a person has with a company from first interaction through enquiry, purchase, and beyond.
See it in context →Performance Marketing
Marketing activity planned and evaluated using measurable actions and commercial outcomes, including paid search, paid social, and retargeting.
See it in context →CTA (Call to Action)
A prompt that tells the visitor what to do next, such as Request a Strategy Session, Book a Call, Get a Quote, or Learn More.
See it in context →