Discover the Marketing and Sales Dictionary » Portal Insights

The Marketing area generally has many specific terms – most of them in English or as acronyms. In a brainstorm meeting (there's already a word there), for example, it's very common to hear about lead, budget, CTA or deadline. But don't be alarmed: today, we have separated for you the Marketing and Sales Dictionary, which compiles the most used terms and their respective meanings. Let's continue?

BANT: a structure that serves as a guide – used as a sales technique to qualify leads and identify opportunities.

Benchmarking: method of comparing services, products and practices that seek to outperform the competition and improve a company's functions and processes.

Brainstorm: meeting or conversation designed to exchange and debate ideas.

Branding: refers to the management of a company's brand

Breakeven: this is when the company can sustain itself: when costs are equal to revenues.

Briefing: data and information that will support and create an action roadmap for a specific work or activity.

Budget: business budget

Burn rate: literally, speed of combustion. In other words, the speed with which a company uses up its financial resources.

Business plan: business plan.

Business to business (B2B): trade carried out between companies without the participation of the final consumer.

Business to customer (B2C): trade carried out directly between the company and the end consumer.

Business to Government (B2C): trade carried out directly between the company and the government.

Buzz Marketing: debate with the consumer about the brand/product.

CAC: customer acquisition cost

Cash flow: cash flow

Chairman: chairman of the board that runs the organization.

Chief executive officer (CEO): highest position in the company. He may also be called president, general director, among others. When there are both, the president holds a higher position.

Churn: customer cancellation rate

Cohort: group of people

Customer relationship management (CRM): Customer Relationship management. Set of tools that aim to create and maintain a good relationship with the consumer.

Chief financial officer (CFO): finance director.

Chief human resources officer (CHRO): human resources director.

Chief marketing officer (CMO): marketing director.

Coaching: training process with well-defined goals and a committed relationship with results.

COHORT: group of people with the same behavior within a given scenario/ Ways of grouping people who share characteristics or have experienced the same events.

Core business: It is the company's strong point or main business.

Coworking: working model that establishes the sharing of a space by several companies.

CPC: cost per click

CPL: cost per lead

CPM: cost per thousand

CRM: Customer relationship system.

Crowdfunding: obtaining financial resources through crowdfunding via online platforms.

Crowdsourcing: resource often used to create, produce and develop ideas, products or content with the contribution of a group of people.

CTA: Calls to action are generally links on a page that prompt users to perform actions or words used to guide the user, such as “learn more” and “access now”

Cost per lead: Cost to generate a contact

Cost per Sales: Cost to generate a sale

DRIVING DATA: data-driven marketing

Deadline: maximum deadline for delivery of a given activity or work.

Feedback: evaluations and comments made to the employee about their professional performance.

Follow-up: monitoring tasks determined in a conversation, meeting or request.

Forecast: forecast.

ERP: connection to virtual stock.

gap: space that still needs to be filled or developed

Growth Hacking: growth hack

HighEnd: Within a product conveyor strategy, the High-end are products with a high average ticket. For example, within the V4 education pillar, the High-end is the Franchise, with the Marketing Scientist being classified as a Middle-End and the Marketing Laboratory as a Front-end

Headhunter: person or company specialized in finding talented professionals.

Including: in an inclusive way.

Inbound Marketing: set of strategies that aim to attract and convert the customer.

JIDOKA: autonomy.

Joint venture: association of companies whose objective is to explore common economic activities.

Job rotation: job rotation promoted by the company with the aim of training employees in different sectors.

Know-how: know how to do something. In other words, knowledge acquired through experience in a specific topic or area.

KR: tasks that generate the OKR.

Lifetime/Customer Retention: Average customer lifetime.

LTV – Lifetime Value: customer value time.

Leads: Number of possible contacts, visits, conversations,… generated

Lean startup: method of developing products and markets with agility, speed and interaction with customers

LTV: lifetime Value (time the customer spends providing the service)

Net profit: The real income from sales made.

Contribution Margin: It is related to how much is left after subtracting the variable costs of the product or service from revenue.

Meetup: informal meeting of entrepreneurs or executives who seek to network and discuss business matters in a relaxed manner.

Mentoring: A mentor is like a teacher who helps someone else's professional development. Mentoring includes, for example, conversations, advice and debate.

MHS: customer satisfaction measurement methodology

Networking: establish a network of contacts that can be useful professionally.

NPS: Net promoter score (it is a customer loyalty metric). The goal is to measure customer dependency

OKRs: Objectives and key results are a framework for defining and tracking objectives and their results.

Opportunities: Number of people who actually turned into a sales opportunity

Payback: time for the investment to pay off.

Persona: fictional characters created to represent different types of users within a defined target demographic, attitude and/or behavior who could use a website, brand or product in a similar way.

Pitch: brief and objective speech about the nature of a product or service made by the entrepreneur, generally to convince investors about the potential of their business.

Player: company that performs some function in some market.

Product Market Fit: identify the extent to which a given product or service offered by a company is capable of satisfying market demand.

Product Life Cycle: Product life cycle model is the production line of a product or brand.

POKA YOKE: socket, lock.

PUV: unique value proposition

Revenue: Amount collected from the sale of a given product, after all production costs applied.

Return on Investment (ROI): Relationship between the amount of money earned as a result of an investment and the amount of money invested IN TOTAL, with the value of the service.

Return on investment (ROI): percentage of return in relation to the cost of an investment.

ROAS: return On Advertising Spend (return on money spent)

Role model: is a person who serves as a model of success for others.

IF THE: search engine optimization.

Sell-in: sell-in is the B2B (Business to Business) sales process.

Sell-out: is the process of direct marketing to the end customer

Shareholder: company shareholder.

SLAs- Service Level Agreement: service agreement.

SPIN: SPIN (Situation, Problem, Implication, and Need-Payoff)

Spin off: process of division between companies and the emergence of a new business from an existing group.

Smart Outbounding: Direct selling.

Spread: risk rate.

Staff meeting: staff meeting.

Stakeholders: people impacted by a business: partners, customers, shareholders, employees, among others.

Sweet Spot: the “perfect” or “optimal” point you want to reach in the market, taking into account your competence, the scarcity and demand of your product and your satisfaction.

Target: objective to be achieved.

Average ticket: average value of a sale. It can be calculated by the monetary value of a company's total sales divided by the number of sales.

Trend: trend.

Turnover: labor turnover.

UTM: Traffic tracking module.

Sales: Number of sales

% Ops in Sales: Conversion Rate of Opportunities into Sales – in %

% Leads in Ops: Leads to Opportunities conversion rate – in %

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