This glossary provides clear definitions of key terms used in pipeline management and lead generation, covering sales cycles, qualification stages, and marketing tactics. It simplifies complex concepts like MQLs, SQLs, ABM, and pipeline conversion rates, making it easy for sales and marketing teams to follow best practices in generating and closing deals.

Contents

A to D

A

• Account-Based Marketing (ABM): A targeted marketing approach where specific high-value accounts (businesses) are identified, and personalized marketing efforts are used to engage them.
• Average Sales Price (ASP): The average amount of revenue generated per closed deal.

B

• BANT: A qualification framework to assess if a lead is a good fit based on:
  • Budget (Do they have the money?)
  • Authority (Are they the decision-maker?)
  • Need (Do they actually need this solution?)
  • Timeline (When are they looking to buy?)

C

• Closing Deals: The final stage of the sales cycle where a prospect signs a contract and becomes a paying customer.
• Commission-Only Sales: A sales model where sales representatives only earn money when they close deals, rather than receiving a fixed salary.
• Content Marketing: The practice of creating and sharing valuable, relevant content (such as articles, case studies, or videos) to attract and engage a target audience.
• Conversion Rate: The percentage of leads that move from one stage of the sales funnel to the next.
• Customer Acquisition Cost (CAC): The total cost of acquiring a new customer, including marketing and sales expenses.

D

• Decision-Maker: The individual within a company who has the authority to approve purchases.
• Demos (Demonstrations): A live or recorded walkthrough of a product or service, typically used to showcase its value to potential customers.
• Deal Pipeline: The total value of all potential deals in various stages of the sales funnel.

F to N

F

• Follow-Up: The process of reaching out to a prospect after an initial interaction to maintain engagement and move them through the sales funnel.

L

• Lead: A potential customer who has shown interest in a product or service.
• Lead Generation (Lead Gen): The process of attracting and capturing interest in a product or service to build a sales pipeline.
• Lead Qualification: The process of evaluating a lead to determine if they are a good fit for the product or service.
• LinkedIn Sales Navigator: A premium LinkedIn tool that allows businesses to find, connect with, and engage targeted leads.

M

• Marketing Qualified Lead (MQL): A lead that has shown enough interest in a product or service to be considered ready for further engagement by the sales team.
• Mid-Market Companies: Businesses that are larger than small businesses but not as large as enterprises, typically having 100-1,000 employees.
• Monthly Recurring Revenue (MRR): Revenue that a business expects to earn every month from customers who are on subscription or retainer-based pricing.

N

• Nurturing (Lead Nurturing): The process of building relationships with potential customers by providing them with valuable information over time.

O to R

O

• Objection Handling: Addressing concerns or barriers that potential customers raise before making a purchase decision.
• Opportunities (Sales Opportunities): Qualified leads that have progressed far enough in the pipeline to be considered potential deals.

P

• Pipeline: A visual representation of all the deals in progress at different stages of the sales cycle.
• Pipeline Coverage (4x Pipeline Rule): A best practice in sales where the total pipeline value should be at least four times the monthly revenue goal to ensure enough deals are available for closing.
• Proposal Submission: The process of sending a formal offer to a prospect outlining the details of the product, pricing, and terms.

Q

• Qualification Call: A phone or video call with a lead to determine if they are a good fit for the product or service.
• Qualified Lead: A lead that has been vetted and meets the company’s criteria for potential customers.

R

• Revenue Goal: The target amount of money a company aims to generate within a specific time period.
• Retargeting: A digital marketing strategy that targets people who have previously engaged with a company’s website or content.

S to W

S

• Sales Cycle: The entire process from first contact with a lead to closing a deal.
• Sales Funnel: The structured process of moving leads through different stages of engagement, from awareness to purchase.
• Sales Qualified Lead (SQL): A lead that has been vetted by sales and is ready for direct outreach and engagement.
• Slush (Slush Conference): A well-known global tech and startup conference where businesses seek investment, partnerships, and networking opportunities.
• Social Selling: The practice of using social media (e.g., LinkedIn) to connect with and engage potential buyers.
• Supply Chain Security: The practice of ensuring that all vendors and suppliers follow strong cybersecurity practices to protect the business.

T

• Tech SMEs/SMBs: Small and medium-sized tech enterprises that typically have between 10-500 employees and require cybersecurity solutions but may lack in-house expertise.
• Top of Funnel (TOFU): The first stage in the sales process where potential leads are identified and attracted.
• Target Market: The specific audience or industry segments a company focuses on for sales and marketing efforts.

U

• Urgency Creation: A sales technique that encourages potential customers to take action quickly, often by highlighting deadlines, regulatory changes, or competitor activity.

W

• Win Rate: The percentage of opportunities in the pipeline that successfully convert into closed deals.
• Webinar: An online seminar or presentation used to educate and engage potential customers.