The Master Sales Glossary
Every B2B outbound qualification framework, pipeline metric, and revenue operations term—defined simply.
A
Account Executive (AE)
A closing-role sales professional responsible for generating revenue.
Account-Based Marketing (ABM)
A B2B strategy that treats individual target accounts as markets of one, with highly tailored outreach.
Annual Recurring Revenue (ARR)
The predictable, recurring revenue generated by subscriptions over a 12-month period.
B
B2B Data Enrichment
The process of appending verified contact info to incomplete company records.
BANT
A classic sales qualification framework focusing on Budget, Authority, Need, and Timeline.
Bounce Rate
The percentage of emails that fail to deliver and are rejected by the receiving server.
Bounce Rate (Email)
The percentage of sent emails that could not be delivered to the recipient's inbox.
Buyer Persona
A semi-fictional representation of the specific human decision-maker within your ICP.
Buyer Persona
A semi-fictional profile of the individual decision-maker or influencer within a target account.
C
Cadence
The structured timing and frequency of outreach touchpoints within a sales sequence.
Call-to-Action (CTA)
The specific ask or next step included at the end of a cold email or sales message.
Champion
An internal advocate within the target account who aggressively sells your solution internally.
Churn Rate
The percentage of customers (or revenue) that cancel their subscription over a given period.
Cold Calling
The act of making unsolicited outbound phone calls to prospective buyers.
Cold Email
Targeted, unsolicited emails sent to a specific persona to generate pipeline.
Conversion Rate
The percentage of users who take a desired action at a specific funnel stage.
Customer Acquisition Cost (CAC)
The total total cost required to acquire a new paying customer.
Customer Success (CS)
The department tasked with ensuring clients achieve their desired outcomes using your software.
D
E
F
I
L
Lead Enrichment
The process of appending additional data to a contact or account record to improve targeting and personalization.
Lead Generation
The process of identifying and cultivating potential customers for a business.
Lifetime Value (LTV)
The total gross revenue a single customer generates before they churn.
M
MEDDPICC
A rigorous B2B enterprise sales qualification methodology.
Monthly Recurring Revenue (MRR)
The predictable and recurring total of subscription revenue normalized to a monthly total.
Multi-Channel Outreach
A sales strategy that reaches prospects across email, LinkedIn, phone, and other touchpoints.
Multi-threading
The strategy of building relationships with multiple stakeholders across a target account.
O
Objection Handling
The skill of responding to a prospect's concerns in a way that alleviates hesitation.
On-Target Earnings (OTE)
The total expected compensation an employee will earn if 100% of quotas are hit.
Open Rate
The percentage of sent emails that the recipient opened at least once.
Outbound Sales
A sales motion where reps proactively initiate contact with potential buyers.
P
R
S
Sales Development Representative (SDR)
An inside sales rep focused purely on outbound prospecting and qualification.
Sales Enablement
The strategic process of providing sales teams with the resources they need to close deals.
Sales Engagement Platform (SEP)
Software used by sales teams to automate, execute, and track outbound sequences.
Sales Funnel
The theoretical journey a prospect takes from first awareness to closed customer.
Sales Pipeline
A visual representation of where prospects are in the sales process.
Sales Quota
The specific revenue target a salesperson is expected to close within a set timeframe.
Sales Sequence
A pre-defined, automated series of multi-channel outreach touchpoints.
Sales-Qualified Lead (SQL)
A prospect that has been vetted by the sales team and is deemed ready for direct sales engagement.
Sender Reputation
A score email providers assign to your sending domain based on engagement and complaint signals.
Social Selling
Leveraging social media networks (primarily LinkedIn) to find and engage prospects.
Spam Folder
The email folder where messages flagged as unwanted or suspicious are automatically routed.
SPF / DKIM / DMARC
Email authentication protocols that prove a sending domain is legitimate and authorized.