Account engagement scoring measures the level of interest and involvement a prospect account is showing across all touchpoints:email opens, website visits, content downloads, demo requests, sales calls, and product usage. It assigns a numerical score (typically 0–100) that answers: "How active and engaged is this account right now?"
A buying committee is a group of stakeholders across an organization who collectively evaluate, approve, and make purchasing decisions for a solution. In B2B, buying committees typically span finance, operations, IT, and business unit leaders and can range from 3 to 15+ members depending on deal size and organizational complexity.
Revenue marketing is a strategy that aligns all marketing activities directly with revenue goals and sales outcomes rather than vanity metrics like leads or clicks. It measures marketing's success by pipeline contribution, deal acceleration, and closed revenue, making marketing a true revenue partner in the business instead of a cost center.
A sales engagement platform is a software tool that helps sales teams coordinate and optimize how they interact with prospects and customers across multiple channels and touchpoints.
A revenue intelligence platform is a software system that analyzes data across your entire sales and marketing organization to identify what drives deal velocity, predicts which opportunities will close, and recommends specific actions to increase win rates and deal size.
Pipeline coverage is a metric that compares the total value of opportunities in your sales pipeline to your revenue target, expressed as a ratio. It measures whether you have enough potential deals in progress to reliably hit quota.
Outbound-led growth is a go-to-market strategy where a company actively reaches out to prospects via cold outreach, direct mail, advertising, and sales engagement rather than relying primarily on inbound marketing to generate leads.
Demand capture is a go-to-market strategy focused on identifying and converting prospects who are already actively searching for solutions to their problem, rather than attempting to create new demand for a product or category.
Conversation intelligence is a technology that automatically records, transcribes, and analyzes sales calls and meetings to extract insights about what's working and what's not in your selling approach.
Churn prediction in B2B is the use of machine learning and data analysis to forecast which customers are at high risk of leaving or not renewing their contract, enabling proactive retention efforts before a customer actually leaves.
Channel partner marketing in B2B is a go-to-market strategy where a company leverages resellers, systems integrators, technology partners, or referral partners to distribute products and reach customers, rather than selling exclusively through a direct sales force.
Account velocity is a metric that measures how quickly an opportunity or customer account moves through your sales pipeline or expands revenue, combining the rate of progress with financial impact.