Glossary
Use the same words to mean the same thing.
Plain-language definitions for terms that appear in marketing, CRM, and operations. Make the shared meaning explicit before building a process or report around it.
Terms worth agreeing on.
Plain-language definitions for shared work.
Lifecycle and Pipeline
Lifecycle describes the broader relationship with a person or organization. Pipeline describes the progress of a specific opportunity or piece of work through defined stages.
Read more: Lifecycle and Pipeline
Attribution
Attribution applies a set of rules to associate recorded outcomes with earlier interactions. The result depends on the data available and the model chosen.
Read more: AttributionNo matches. Try a different search.
Definitions should help the work.
Use these entries as a starting point for your team’s own operating language. Where a platform uses a term differently, document that difference instead of assuming the label means the same thing everywhere.