Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Churn rate
Churn rate measures the percentage of customers or revenue lost within a specific timeframe. It’s a key indicator of customer satisfaction.
Community-led growth
Community-led growth is a GTM approach that builds engagement and advocacy through active participation in brand-owned or peer-to-peer communities.
Customer advocacy
Customer advocacy occurs when satisfied customers actively support, promote, or recommend a brand. It goes beyond loyalty to influence others.
Customer effort score (CES)
Customer effort score (CES) measures how easy it is for customers to complete an action, such as resolving an issue, onboarding, or accessing...
Customer loyalty
Customer loyalty describes the strength of a client’s relationship with a brand. It shows how well a business consistently meets expectations and...
Customer satisfaction (CSAT)
Customer satisfaction (CSAT) measures customer happiness with a specific interaction, product, or service, typically via post-interaction surveys.
Gross revenue retention (GRR)
GRR measures the percentage of recurring revenue retained from existing customers, excluding upsells or expansions.
Net promoter score (NPS)
A net promoter score (NPS) measures customer loyalty by asking how likely a customer is to recommend a company on a scale of 0–10.
Voice of customer (VoC)
Voice of Customer refers to the structured collection and analysis of customer feedback to understand their needs, expectations, and real-world...