Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Customer success
Customer success ensures that clients achieve their desired outcomes using a product or service. It’s focuses on adoption, satisfaction, and...
Demand conversion
Demand conversion measures how effectively generated demand turns into qualified pipeline. It’s a bridge between marketing activity and sales...
Funnel velocity
Funnel velocity measures how efficiently leads progress through the marketing and sales funnel, from initial engagement to closed revenue.
Lead handoff
Lead handoff is the process of transferring a qualified lead from marketing to sales once it meets predefined criteria.
Lead-to-opportunity rate
The lead-to-opportunity rate measures the percentage of leads that progress to qualified sales opportunities. It’s a critical indicator of lead...
Marketing-sales alignment
Marketing-sales alignment is the process of uniting both teams around shared objectives, data visibility, and performance accountability.
Opportunity generation
Opportunity generation is the process of converting qualified leads into defined sales opportunities within a CRM.
Pipeline
Pipeline refers to the full set of opportunities in progress at any stage of the sales funnel. It helps with revenue forecasting and performance...
Pipeline acceleration
Pipeline acceleration focuses on speeding up the movement of qualified opportunities toward closure, achieved through targeted content and strategic...
Pipeline coverage
Pipeline coverage compares the total pipeline value to the revenue target, often expressed as a ratio (e.g. 3x coverage).
Pipeline value
Pipeline value represents the total potential revenue tied to open opportunities within the sales funnel. It's a forward-looking view of business...
Revenue attribution
Revenue attribution connects marketing and sales touchpoints to closed-won deals, showing which activities drive real business outcomes.
RevOps
Revenue operations brings marketing, sales, and customer success together under a unified strategy, supported by shared systems, data, and...
Sales qualified opportunity (SQO)
A sales qualified opportunity is a prospect that has progressed beyond initial qualification and becomes an active opportunity within the sales...
Sales velocity
Sales velocity measures how quickly opportunities move through the pipeline. It’s calculated by multiplying deal value, win rate, and opportunities,...
Sales-qualified lead (SQL)
A sales qualified lead is a lead that meets agreed criteria for active sales engagement, typically following marketing qualification and sales review.
Service level agreement (SLA)
A service level agreement (SLA) is a formal contract that defines the standards, responsibilities, and performance expectations between two parties.
Top-down forecasting
Top-down forecasting estimates revenue or performance by starting with macro-level data such as market size, category growth, or company-level...