Glossary

B2B RevOps
Dictionary.

Your definitive guide to the jargon, metrics, and technical terms used in modern B2B outbound and revenue operations.

A

Account-Based Marketing (ABM)

A targeted growth strategy where Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.

B

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Buyer Intent Data

Behavioral signals indicating that a prospect or account is actively researching products or services similar to yours, suggesting they are in an active buying cycle.

C

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Customer Acquisition Cost (CAC)

The total cost associated with acquiring a new customer, including all marketing and sales expenses over a specific period.

G

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Go-To-Market (GTM)

The strategy a company uses to bring a product to market and generate demand, including the target customer, channels, messaging, and sales motion.

I

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Ideal Customer Profile (ICP)

A categorical description of the type of company that would derive the most value from your product and provide the most value to your business.

M

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Marketing Qualified Lead (MQL)

A lead documented as having a higher likelihood of becoming a customer compared to other leads based on specific engagement metrics.

P

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Pipeline

The aggregate value of all active sales opportunities at various stages of the sales process, used to forecast expected revenue.

R

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Revenue Operations (RevOps)

The strategic alignment of sales, marketing, and customer success teams across the full customer life cycle to drive growth through operational efficiency.

S

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Sales Qualified Lead (SQL)

A prospective customer that has been researched and vetted — first by an organisation's marketing team and then by its sales team — as having sufficient purchase intent and fit.

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