Marketing Terms

An evolution of ABM that extends account-based thinking beyond marketing into sales, CS, and product. All revenue functions coordinate around a shared set of target accounts.

The methodology for assigning credit to marketing and sales touchpoints that influenced a deal. Models include first-touch, last-touch, linear, and W-shaped.

Behavioral signals that indicate a prospect is actively researching or evaluating solutions. Sources include content consumption patterns, review site visits, competitor comparisons, and search activity.

Total marketing spend on a campaign or channel divided by the number of leads generated. A foundational efficiency metric for demand generation.

The cost to acquire a single customer or lead through a specific marketing campaign or channel, distinct from the blended CAC metric.

The invisible portion of the buyer journey that occurs outside trackable channels -- podcasts, Slack communities, word-of-mouth, private social. Revenue teams can't attribute it, but it drives pipeline.

The set of marketing programs designed to create awareness and drive qualified pipeline. Distinct from lead gen in that it focuses on creating demand, not just capturing it.

A framework originally developed by SiriusDecisions that defines the stages a lead passes through from initial inquiry to qualified opportunity.

A data-driven description of the company that gets the most value from your product. Defined by firmographic, technographic, and behavioral attributes. RevOps uses the ICP to align targeting, scoring, and territory assignment.

A framework for understanding why customers buy based on the functional, emotional, and social jobs they are trying to accomplish. RevOps uses JTBD to align messaging, segmentation, and product positioning across the funnel.

A methodology for ranking prospects against a scale representing perceived value. Combines demographic fit (firmographic) and behavioral signals (engagement).

A lead that has met predefined engagement and fit thresholds set by marketing, indicating readiness for sales follow-up. One of the most debated handoff points in RevOps.

Software (e.g., HubSpot, Marketo) that automates campaign execution, lead nurturing, scoring, and attribution. A core system in the RevOps tech stack.

Pipeline where at least one marketing touchpoint occurred during the buyer journey, regardless of whether marketing created the initial lead.

The return on investment from marketing spend, calculated as pipeline or revenue generated divided by total marketing cost. Marketing ROI connects spend to revenue outcomes and is the top-level metric marketing leaders use to justify budget, optimize channel mix, and demonstrate impact to the board.

Pipeline where the first touch or lead creation was directly attributed to a marketing activity, meaning marketing created the opportunity.

A lead that has demonstrated buying intent through meaningful product usage, such as completing key actions in a free trial or freemium product.