B2B sales glossary
Clear definitions of the terms B2B sales and go-to-market teams use, each with an example and how it's used in practice.
Short answer
This glossary defines the B2B sales and go-to-market terms you'll meet in job descriptions, board decks and sales tools: roles such as SDR and BDR, market sizing (TAM, SAM, SOM), funnel and pipeline terms, lead types and qualification stages, and data terms such as firmographics, technographics and intent data. Each entry gives a one-line definition, an example and how to use it.
Lead generation: what it means in B2B, inbound and outbound, and the numbers that matter
Lead generation explained for B2B: what counts as a lead, inbound vs outbound, how it differs from demand gen, the metrics with formulas and a worked example.
DefinitionSDR meaning in sales: what a sales development representative does
SDR meaning in sales: a sales development representative finds and qualifies prospects and books first meetings for closers. Metrics, quotas and an example.
DefinitionCustomer acquisition cost (CAC): the formula, paid vs fully loaded, payback and LTV:CAC
Customer acquisition cost explained: the CAC formula, paid vs fully loaded CAC, payback months and LTV:CAC, with worked arithmetic and which costs to include.
DefinitionGo-to-market strategy: what it is and how to write one
Go to market strategy (GTM) explained: the segment you target, your offer and price, how you reach buyers and what to measure, with a one-page plan and example.
DefinitionTAM, SAM and SOM: how to size a market you can actually sell to
TAM SAM SOM explained: total addressable, serviceable addressable and serviceable obtainable market, with formulas and a worked example built on Census data.
DefinitionTotal addressable market (TAM): three ways to calculate it, worked with Census data
Total addressable market (TAM) explained: top-down, bottom-up and value theory methods worked on one B2B example with Census counts, plus the mistakes to avoid.
DefinitionAccount-based marketing (ABM): what it is and how B2B teams run it
Account based marketing (ABM) explained: how B2B sales and marketing pick target accounts and treat each as a market of one, with tiers, budgets and an example.
DefinitionSales enablement: what it is, what it includes and how to measure it
Sales enablement defined: what B2B sales enablement includes, how it differs from sales ops and RevOps, a worked ramp-time example and the metrics to track.
DefinitionWin rate in sales: the formulas, which deals to count and how to raise it
Win rate explained: the sales win rate formula by deal count and by value, which deals to include, what benchmarks really say and how to improve your win rate.
DefinitionDemand generation: what it means, how it differs from lead gen and how to plan it
Demand generation explained: how demand gen differs from lead generation and demand capture, why most buyers aren't in market, a worked plan and metrics.
DefinitionRevOps (revenue operations): what it is and what the team owns
RevOps (revenue operations) explained: one team running the systems, data and processes behind marketing, sales and customer success, with a worked example.
DefinitionSales pipeline: what it is, how to measure it and how to keep it honest
What a sales pipeline is: the open deals your team is working, stage by stage. Stage exit criteria, coverage and weighted pipeline formulas, and an example.
DefinitionSales velocity: the formula, a worked example and how to use it
Sales velocity meaning and formula: revenue per day from opportunities, deal value, win rate and cycle length, with a worked example, segments and pitfalls.
DefinitionBuyer persona: what it is, what goes in one and a B2B example
Buyer persona meaning: what a good persona profile contains, how it differs from an ICP, how to build one from interviews, a free template and a B2B example.
DefinitionFirmographics: what firmographic data is and how B2B teams use it
Firmographics meaning: the company facts B2B teams filter on, such as industry, size, revenue and location. Fields, industry codes, data checks and an example.
DefinitionSales cycle: what it is, the stages from first contact to signature, and where deals wait
What a sales cycle is: the stages a B2B deal passes through from first contact to signature, what the buyer does at each, and how to measure it and find delays.
DefinitionOutbound sales: what it is, the channels, who does what and the numbers to track
Outbound sales explained: what it means, the channels (email, phone, LinkedIn), SDR and AE roles, metrics with sourced benchmarks and a worked capacity plan.
DefinitionSales engagement: what it means and what a sales engagement platform does
Sales engagement explained: what it means, what a sales engagement platform does (sequences, calls, tasks, CRM sync), the sending rules and how to choose one.
DefinitionIntent data: what it is, where it comes from and how to test it
Intent data explained: first-party, review-site and third-party signals, how surge scores work, privacy rules, how to test the lift and what to ask a vendor.
DefinitionSales funnel stages: from awareness to closed won, with the conversion maths
Sales funnel stages explained: awareness to closed won, how they map to marketing funnel stages, stage conversion rates worked through and how to plan backward.
DefinitionMQL vs SQL: the difference, the stages between and how to define them
MQL vs SQL: what marketing qualified and sales qualified leads are, the SAL stage between them, scoring criteria, a worked funnel and how to set definitions.
DefinitionCold outreach: what it is, the channels, the rules and what good looks like
Cold outreach explained: what it means, how email, phone, text and LinkedIn compare, the US and UK rules, and what a good first message looks like.
DefinitionLead qualification: what it is, the main frameworks and a scoring example
Lead qualification explained: how to decide which leads deserve a seller's time, BANT, CHAMP and MEDDIC compared, and a lead scoring model worked through.
DefinitionTechnographics: what technographic data is and how to use it in sales
Technographics meaning: data on the software and infrastructure a company uses. How it's collected, how accurate it is, sales plays and a worked example.
DefinitionSales territory: what it is, how to design one and how to balance it
Sales territory meaning: how territories are designed by geography, industry or account size, and how to size and balance them, with worked arithmetic.
DefinitionHot, warm and cold leads: what each means and how fast to respond
What a hot lead is, how it differs from warm and cold leads, the signals and scores that separate them, and how fast to respond, with research and examples.
DefinitionAnnual contract value (ACV): the formula, and ACV vs TCV vs ARR on real contract shapes
Annual contract value (ACV) explained: the formula, how it differs from TCV and ARR, and worked examples for multi-year, ramped, short and monthly contracts.
DefinitionConverted leads: what conversion does in your CRM, and how to measure lead conversion rate
What a converted lead is, what lead conversion does in Salesforce, Dynamics 365 and HubSpot, why converted leads disappear, and how to measure conversion rate.
DefinitionLead nurturing: what it is, and a B2B nurture sequence you can adapt
Lead nurturing defined, with a six-month B2B nurture sequence, exit rules, a copyable email, the CAN-SPAM rules for B2B email and how to measure the lift.
DefinitionLand and expand: what it means, the net revenue retention math, and when it works
Land and expand explained: win a small first deal, then grow inside the account. With net revenue retention formulas, a worked cohort and when the model fails.
DefinitionSales cadence: what it is, an example multichannel cadence and how to measure one
Sales cadence meaning: the planned sequence of calls, emails and LinkedIn touches to reach a prospect, with a 15-day example, metric formulas and step analysis.
DefinitionBuying signals: examples, where to verify them and how to act
Buying signals explained: account and conversation signals with examples, public sources to verify them, how to weigh and score them, and how to respond.
DefinitionPipeline coverage: the ratio, why 3x is a rule of thumb, and how to set your own target
Pipeline coverage ratio explained: the formula, why 3x is only a rule of thumb, and how to set your own target from win rate, slippage and in-quarter deals.
DefinitionQuota attainment: the formula, rep vs team attainment, and what drives it
Quota attainment explained: the formula, how team and rep attainment differ, pacing mid-quarter, what drives attainment, and what survey benchmarks say.
DefinitionLead enrichment: what it adds, how to measure match rates and how to check accuracy
Lead enrichment explained: the firmographic, technographic and contact data it adds, how to measure match and fill rates, check accuracy and plan for decay.
DefinitionEconomic buyer: what it means, where the term comes from, and how to find and reach them
Economic buyer meaning: who gives final approval to buy, from Miller Heiman to MEDDIC, how to identify them at each deal size, and how to get a meeting.