Glossary
Quick definitions for common terms in sales, marketing, billing and AI.
Webhook
An HTTP callback that one system sends to another when a specific event occurs.
technicalSLA
Service level agreement — a contractual commitment to uptime, response time, and resolution targets.
complianceSOC 2
An attestation report that a SaaS vendor has controls over Security, Availability, Confidentiality, Processing Integrity, and Privacy.
technicalMulti-tenant
A software architecture where multiple customer organizations share infrastructure with strict logical isolation.
aiAI agent
An autonomous LLM-powered worker that performs multi-step tasks: scheduling, qualifying, drafting, following up.
complianceAudit trail
A chronological, tamper-evident record of every action taken on a record — who did what and when.
complianceE-signature
A legally binding electronic mark on a digital contract — recognized in most jurisdictions under eIDAS, ESIGN, NOM-151.
complianceFacturae
Spanish electronic invoice XML format used for B2G and increasingly for B2B transactions.
complianceCFDI
Mexican electronic invoice format mandated by the SAT — every B2B sale must be issued as a CFDI XML.
complianceLGPD
Brazilian Lei Geral de Proteção de Dados — the country's data privacy regulation, mirroring GDPR.
complianceGDPR
European data protection regulation requiring lawful basis for processing personal data of EU residents.
technicalSaaS
Software as a service — hosted applications delivered over the internet on a subscription basis.
technicalRBAC
Role-based access control — permissions assigned to roles, not directly to users.
technicalSSO
Single sign-on — one credential set unlocks every authorized application across the organization.
technicalOAuth
A delegated-access protocol that lets users grant third-party apps limited access without sharing passwords.
salesCRM
Customer relationship management — a system that tracks every interaction with your leads, prospects, and customers.
marketingUTM
URL parameters (utm_source, utm_medium, utm_campaign) that tag traffic for analytics.
marketingAttribution
The process of assigning credit to marketing touchpoints that influenced a conversion.
salesICP
Ideal customer profile — the precise definition of the company segment most likely to buy and succeed.
salesMEDDIC
A B2B qualification framework: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion.
salesLead scoring
A points-based ranking system that prioritizes leads by fit, engagement, and intent signals.
salesPipeline
The set of active deals at various stages, weighted by close probability to forecast future revenue.
salesFunnel
The progressive narrowing of leads from first touch to closed deal, visualized as stages.
marketingCohort
A group of customers acquired in the same period, tracked over time to compare retention and behavior.
billingChurn
The rate at which customers cancel subscriptions, typically measured monthly or annually.
marketingLTV
Lifetime value — the total revenue a customer is expected to generate over their full lifecycle.
marketingCAC
Customer acquisition cost — total sales and marketing spend divided by new customers won.
marketingNPS
Net Promoter Score — a single question (0-10) that measures customer willingness to recommend your product.
billingARR
Annual recurring revenue — MRR × 12, the standard metric VCs and boards use to gauge SaaS scale.
billingMRR
Monthly recurring revenue — the predictable income a SaaS business generates each month from subscriptions.