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