A/B Testing

An optimization technique that divides a list in two, then sends a different email version...

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Accommodation Marketing Consortia

Commonly representing luxury hotels / heritage and exclusive accommodations. Examples from international markets include; Preferred...

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Account

A record that contains information about a person’s purchase history, behavior, preferences, and contact information.

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Account Development Representative (ADR)

A person who specializes in the generation of quality leads, client engagement, increasing conversion rates,...

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Account Executive

A sales executive that’s responsible for building relationships with potential leads for a business. The...

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Account-Based Everything (ABE) or Account-Based Revenue (ABR)

When different segments of an organization work towards satisfying the needs of and engaging high-value...

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Account-Based Marketing (ABM)

A strategy where the most profitable customer accounts of a company are targeted with specialized...

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Account-Based Selling (ABS) / Account-Based Sales Development (ABSD)

A B2B sales strategy where the most valuable business accounts of a company are segmented...

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Accounts Payable

Refers to any outstanding short-term balance that your company owes another party or vendor .

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Accounts Receivable

Refers to any outstanding short-term dues that a vendor or entity owe you.

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Accredited Investor

A person that has a privileged status with the SEC, who makes $200,000 or more...

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Ad Hoc Group

Once off, bespoke tour group programme designed by a tour operator or travel agent to...

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Adoption Process

Another term for the process that entails introducing the customer to the product and their...

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Advantage

The factually positive attributes of a product that do not need to an emotional appeal....

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Affiliate Marketing

A strategy where businesses reward individual affiliates (people or organizations outside the business) for bringing...

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Aggregators

A website with computer software that provides for the sale of a range of travel...

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ALT-TEXT:

Also known as 'Alternative Text', is a short written description of an image, which is...

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Amortization

Paying off debt through a scheduled payment plan.

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Analytical CRM

CRM stands for Customer Relationship Management. It’s a technology system that allows marketers to manage...

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Analytics

Data that is gathered over time about client behavior, purchases, trends, and actions allowing analysts...

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Anchor Text

The text that is linked, which indicates what a user will see on the linked...

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Annual Recurring Revenue (ARR)

Contractual-based, recurrent revenue that a company makes over a year. It also includes subscriptions.

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Applicant Tracking System

Software used by Human Resources departments to manage full-cycle recruitment, from application to the final...

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Application Program Interface (API)

A framework that lets third-parties access, exchange, and use information. For example, you can use...

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Appointments Set

A term used to detail the number of (in-person or phone) appointments that a salesperson...

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Artificial Intelligence (AI)

A system or network that mimics human processing intelligence by programming it to analyze, interpret,...

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Association Conference

A conference attended by members of an Association. National Associations typically hold an annual conference...

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Average Contract Value (ACV)

The total value extracted from one customer. If calculated per year, it’s called an Annual...

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Average Sale / Selling Price (ASP)

The average price of a product or product group in a market.

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Backlink

This is when one website hyperlinks to another website using HTML href code. Backlinks are...

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BANT for SaaS Qualification

An adjusted BANT formula for companies that provide online services. Priority substitutes budget, decision-making replaces...

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Base / Base Salary

An agreed-upon, fixed salary paid to an employee without factoring bonuses or commission into the...

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Baseline

An established minimum standard used to compare something against.

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Beating Objections

To address the customer’s issues/concerns allowing them to make a purchase decision. This is more...

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Behavioural Targeting

Serving advertising to people who should be receptive to your message given past web behavior...

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Bell-Shaped Curve

A visual representation of how a representative’s effort leads to conversion. To expand the curve,...

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Benefit

The value that a product brings to a consumer that may come with an emotional...

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Bluebird

Unexpected sales opportunities that reps stumble upon without actively seeking them.

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Bookings

The net dollar amount of new accounts contracted.

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Bottom of the Funnel (BOFU)

The point where the customer has been through most of the funnel and all concerns...

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Bounce Back Coupon Offer

A coupon that a customer gets after making a purchase that attempts to get the...

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Bounce Rate

The percentage of people who visit your website but leave without visiting any other page...

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Brag Book

A personal record of a sales rep’s accomplishments that includes testimonials and visual evidence used...

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Brand Awareness

How aware of your brand others are. What happens after you put your brand out...

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Brand Personality

A set of human characteristics that are attributed to a brand. An effective brand increases...

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Brand Recognition

The tools that you use to make your brand recognizable - logo, brand colors, brand...

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Brand Resources

Content that provides value to consumers but may or may not directly include brand products....

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BREAD CRUMBS

Links that appear at the top of a webpage that helps a page visitor better...

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Business Development Representative

A skilled professional hired by companies to attract new business prospects, foster high-value relationships, and...

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Business To Business (B2B):

Businesses that sell to other businesses.

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Business To Consumer (B2C)

Businesses that sell directly to consumers.

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Buyer Behavior

The customer’s behavior pattern and preferences when buying.

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Buyer Persona

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Buyer Persona

A representation of your ideal consumer based on current consumers and market research.

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Buyer’s Remorse

A feeling of regret or anxiety about a purchase that compels buyers to return or...

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Buying Atmosphere

A deliberate effort by the sales rep to create an ideal experience and environment for...

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C-Level / C-Suite

High-ranking executives in a corporation or company such as a CEO, CTO, or CFO.

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Call for Proposal

When a business asks companies to sell them their product. Companies usually compete for their...

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Call To Action (CTA):

A word or phrase used to inspire the end-user to take a specific action, often...

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Call-Back

A follow-up practice when a salesperson repeatedly contacts a customer after a set period to...

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Call-Blocks

The time that spent by representative searching for leads, performing administrative work, and performing follow-ups...

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Call-In

When a potential client calls to inquire about the company or product.

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Cancellation Prevention

Taking the necessary precautions to prevent buyer’s remorse.

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Canonical Tag

A bit of code that tells search engines which page is preferred when two URLs...

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Cap Draw

The maximum threshold that an employee is allowed to borrow against their salary. The limit...

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Cascading Style Sheets

A style sheet language used for describing the presentation of a document written in a...

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Cash Collection

The process of establishing how payment will be made on a product or service.

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Challenger Sales Model

A disruptive approach where customers are “challenged” out of their comfort zone to buy a...

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Champion / Challenger Test

A method that determines the best marketing strategy to take. The champion is the current...

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Channel Partner

A person or entity that partners with and sells the products of another company through...

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Channel Sales

The process of grouping sales personnel that tackle different distribution channels for selling a product...

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Churn

A term used to describe the percentage of clients who back out of a purchase...

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Churn Rate

The net % of customers that a business loses over a given time period, If...

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Churn Rate

A formula used to determine the annual rate of customers unsubscribing to a service. It...

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Claw-back

When money in the form of benefits has already been paid out to a person...

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CLICK THROUGH RATE:

The percentage of the people who saw a search result, ad, or e-mail who then...

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Click-To-Open-Rate (CTOR)

Measures the effectiveness of the content of your email. Calculated by the number ofunique clicks...

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Client

The person or entity that buys the product or service your business offers.

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Close

when a Sales rep guides the client to the final decision of purchasing the product...

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Closed Opportunities

A term used to describe closes that led to both a sale or lack thereof.

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Closed Question

A type of question asked by marketers to receive a yes or no response targeted...

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Closed-Lost

When the deal is closed, but the customer does not purchase the product .

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Closed-Won

A term that means a close that led to a successful sale and the successful...

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Cohort

A group of individuals (e.g. users, customers, prospects) that exhibit the same, or similarcharacteristics. Example:...

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Content Management System

A web application designed to help you make a user-friendly website.

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Conversational & Brand Building Content

Content that encourages user interaction and extends the desired brand image.

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Conversion

The completion of a predefined goal. This is often used to track the number of...

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Conversion Rate

The percent of people who complete an action prompted on a specific web page. (Example,filling...

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Conversion Rate Optimization (CRO)

A process or system for increasing the percentage of visitors to a website that converts...

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Cookie

A small item of data sent from a website, that is stored on the user’s...

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Cost Per Acquisition (CPA)

How much it costs to acquire what is defined as an ‘acquisition’. This could include...

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Cost Per Click (CPC)

The amount you pay on an advertising platform for each click. CPC (Cost Per Click)...

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Cycle of Sales

The modern sales process is divided into seven stages: prospecting, preparation, approaching, presenting, handling objections,...

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Dark

When a customer or entity “goes dark” and is no longer responding or interacting with...

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Data

Qualitative or numerical information gathered and analyzed by a business to plan and predict future...

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Data Entry / Processing

Information that’s manually recorded and documented for later use. Nowadays, most of this data is...

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Data-Mining

Exploring a prospective pool of clients in one’s vicinity to get information on potential leads.

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Days to Term Sheet

The time it takes from first contacting the client to the time the deal is...

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De-Dupe

The process of removing duplicate data through filters or other means to correctly attribute a...

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Deal Closing

The stage of the sales process when the sale has been negotiated and the customer...

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Deal-Flow

The rate that a team brings in leads, or the average rate of leads in...

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Decision-Maker

In sales terminology, the person who has the means and makes the final purchasing decision....

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Definition of Selling

Or simply just selling, it is the process of persuading a potential customer or entity...

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Definition of Selling

Or simply just selling, it is the process of persuading a potential customer or entity...

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Demand Generation

The targeted process of raising awareness and generating interest in a company’s products or services.

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Demo

A slang word that’s short for sales demonstration or presentation.

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Demo Goals

The goal that a sales rep establishes for the number of sales presentations he/she will...

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Demo Ratio

A formula to determine the conversion rate of your initial contact with a client. It...

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DevOps

Automated processes that happen based on how a customer reacts. For example, if a customer...

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Dialer

A device or software that automates phone calls.

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Direct Mail

A form of marketing where tangible material is sent directly to a customer or prospect’s...

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Direct Response Marketing

A marketing technique that directly reaches potential clients to gauge and generate interest.

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Direct Sales

When selling to the customer face-to-face at the location of the product.

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Discount

A price reduction on a product or service that can be general (storewide sale) or...

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Discovery

The first point of contact with a potential client

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Discovery Call

The initial phone call that gauges interest and whether a person or entity are part...

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DOA Customer

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Double Trigger

When two events, or triggers, happen during an acquisition that speeds up the process of...

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Drag-Along Rights

When the majority of investors have the power to create a legal change in a...

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Draw on Sales Commission

An advance that is determined by the expected commission amount that a sales rep is...

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Drip Campaign

A digital email marketing campaign that steadily sends follow up and communication-based on the interest...

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Drip Marketing

A sequence of communication that is written in advance, and then sent to prospective orcurrent...

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Dynamic Content

Messaging on your website that is tailored to each unique visitor. For example, a newvisitor...

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Dynamic Retargeting

Essentially, next-level retargeting—serving ads to users who have been to your website thatcontain images and...

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Email Automation/Autoresponders

A feature that enables you to send out messages to your customers at designated times,such...

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Engagement Rate

Engagement rate describes the number of interactions—likes, clicks, comments, shares—apiece of content receives.

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Evergreen Content

Content—whether it be a video, blog, social post, etc—that is relevant and interesting nomatter the...

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Exploring a prospective pool of clients in one’s vicinity to get information on potential leads.

The duration of time it takes to acquire a client and for the client to...

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