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Account-Based Marketing (ABM): a structured approach to developing and implementing highly-customized marketing campaigns to markets of one, i.e., accounts, partners and prospects; involves marketing and sales taking a close look at key business issues facing the target, mapping them to individuals, and tailoring campaigns to address those issues

Account-Based Sales (ABS): a structured approach that is highly-personalized and high-touch; involves marketing and sales working together to close accounts and deliver customer success with onboarding

Account Executive: the person who is primarily responsible for something whether it’s a client or account; they are the primary contact person (full funnel sales rep) for a relationship between the company and customer/client.

Activate: the stage in The D.E.A.L.S. Framework where the engagement that you've generated becomes meaningful, you expand the number of people within an account who are engaged and you aim to directly influence the definition of the problems and/or opportunities your prospects identify

Advance: an advance occurs in the sales process when an action is committed to by both the salesperson and the prospect’s organization (specific and time bound) that moves a sales process forward towards its conclusion (read more here).

Allbound: an approach that supports and aligns all aspects of your business (inbound and outbound) to ensure consistency and optimization of results; a process that drives growth and yields the greatest results

Attract: the process of directing the right people to your website; to grow awareness for your company

Awareness: the stage in the buyer's journey where the prospect knows they are dissatisfied with something (a problem they want to fix, an opportunity they want to capture, etc.); the prospect hasn't made any commitment, but the issue is now on their radar

Bounce Rate: the percentage of people who land on your web page and then leave without traveling to another page (or blog) on your site; most of the time they’ve only viewed a single page and then left the site

Business Acumen: the ability to intuitively grasp the performance drivers for someone else's business, and then clearly explain how your product or service will drive their results. It's an "ROI on the fly" conversation that's an equal mixture of business understanding, asking the right questions, and pouncing on opportunity when it presents itself

Buyer Persona: a fictional character created to represent segments of people who would use your product or service. they provide in-depth insights about the individuals you are trying to reach and provide marketers with a roadmap for creating content

Cadence: a defined set of activities that are executed in a designated period of time by a salesperson

Challenger Message: is rooted in knowledge and application and is crucial to win the attention and engagement of prospects at the top of the funnel; this message challenges prospects thinking, provides unique insights into better performance and enables them to navigate unseen pitfalls

Cold Call: delivering a generic message to a defined (or not) group of people in an effort to generate interest; you know little to nothing about the potential customer and you script yourself to create a lead

Commit: the customer agrees to do something about their problem; specifies what they'll do and potentially who they'll buy from

Commoditization: the underlying process whereby the customer (clients, donor, guest, etc.) systematically eliminates everything you perceive as being different or special about your firm (company, etc.) and your offerings, reducing you to your lowest common denominator - typically, but not always, price

Consideration: actions focused on contacts that are either in a buying cycle or demonstrating action that they are about to be in one; this stage of the journey is about how the prospect is going to solve their problem, not about who they're going to go with to solve the problem

Contextualized Game: where account-focused approaches separate from leads-based approaches in The D.E.A.L.S. Framework; utilizes customized tactics, messages and processes; best played when a one-size-fits-all model isn't sufficient to break through the noise barrier to generate engagement and activation; works best for moderate to large ASV models

Continuation: a sales interaction that ends with no commitments (specifically from the buyer’s side) that advance a sales to its conclusion. A common continuation mistake occurs when the salesperson commits to taking an action for the buyer/prospect (read more here).

Conversational Marketing: a feedback-oriented, one-to-one approach to marketing that companies use to generate engagement, learn about their customers, and shorten their sales cycle by creating a more human engagement/buying experience

Decision: the stage in the buyer's journey where the prospect has decided to act - they've decided how they're going to solve their problem and are making the final choice about who to choose to help them solve the issue

Decision Reluctance: occurs when little to none of the information provided by the salesperson is related to the particular decision that the customer is attempting to make

Demand Capture/Demand Fulfillment: the process of satisfying and/or solving a customer’s problem with your product/service in a market that has existing demand

Demand Creation: using marketing skills/techniques to create awareness and want for a product or service that currently is unknown to customers

Delight: the process of empowering people to grow with your business - keep them coming back; sending the right person the right information at the right time

Demand Generation: more than just marketing - the creation of touch points throughout the conversion process; building and nurturing the right prospects for long term

Discovery: the stage in The D.E.A.L.S. Framework that is focused on identifying high-quality, right-fit leads/accounts that fit your ideal client/customer profile (ICP)

Drip: an email/set of emails sent to a specific group of leads based upon inclusion criteria; sent one time based on a date/point of time

Engage: the process of communicating with prospects to form lasting relationships with them; getting prospects to interact with your product/content; the stage in The D.E.A.L.S. Framework where you're looking to connect with the right accounts and the right people within those accounts

Enterprise Customer: refers to larger, more complex business prospects/customers in B2B Sales and Marketing. There is no clear, objective determination for "larger". Companies will typically use revenue or employee size as the primary measurement, with employee size being the most common. At Imagine the main driver defining enterprise is the complexity associated within the account. At an enterprise customer there are multiple senior-level influencers involved in determining the direction, and therefore the strategy the company pursues and purchases they make. We use the following head-counts as a general rule for defining enterprise customers:

  • 1,000-2,500 - Light Enterprise
  • 2,500-10,000 - Enterprise
  • >10,000 - Large Enterprise

Epiphany: the stage in the buyer's journey where the thought that drives action originates (this takes place long before the prospect begins to think about buying anything); the first opportunity to move the prospect through the sales funnel by establishing yourself as a valuable resource

Financial Role: the person who owns the budget and makes sure you have the funds to make the project last

First Action: the process someone takes to let you access their information (name, email) to create a new lead by filling out a form to download a piece of content, registering for a webinar, signing up for a newsletter, etc.

Forecast Confidence: establishes the confidence level for each sales opportunity by representing the single probability and the basic probability range for each given level (read more on the process here)

Go-to-Market (GTM): the strategy that defines how a company will reach (and win) target customers and achieve a competitive advantage

Ideal Client Profile (ICP): a company persona; they clearly define the types of companies/accounts you want to be doing business with in order to create a focal point that enables the alignment of all demand generation and product/services resources

Implementation: getting the plumbing pieces in place before turning things on; having an understanding of what the job is that needs to be done in platforms like HubSpot; understanding what it is that the client is hiring HubSpot (or other platforms like it) for, getting them onto HubSpot, and making sure that HubSpot is doing what the client needs them to do

Inbound Marketing: the creation of relevant content geared directly towards the types of prospects you are looking to attract

Individualized Game: the most complicated and difficult game to play from The D.E.A.L.S. Framework; utilizes custom tactics, messaging and processes to break into specific accounts; best used for those selling to very large companies and large ASVs

Inside Sales: a model that teaches reps to advance in specific areas with an approach centered around high-touchpoint, knowledgeable selling through phone, email, or the internet

Insight: a way to politely and explicitly teach the customer they are wrong and what it’s costing them; designed to upend the status quo; are frame-breaking

Integrator Role: the person responsible for making sure whatever is done integrated and aligns with other aspects in the business

Investigate: beginning of what is called the consideration phase of a decision; key issues are identified and decision criteria are formed; buyer hasn't decided to do anything about the problem; focus is determining if solving the problem is worth the effort

Launch: the stage in The D.E.A.L.S. Framework where engagement turns into defined opportunities and the active sales process commences

Lead: an individual who has provided contact information, and, in doing so, pointed toward a potential sales opportunity

Lead Activation: the process of generating active engagement from buyer personas at companies that meet your ideal client profile before they’ve reached the point of buying intent; purposefully advances engagement and increases their probability of becoming a high-quality sales opportunity (read more on lead activation here)

Lead Nurturing: a crucial component to leveraging both marketing and sales efforts; enables you to communicate your message and to sell when no one from your team is directly communicating with your prospects; integrates solid messaging and a cadence of emails and calls to keep things moving

MarTech (Marketing and Sales Technology): provides growth-focused businesses with potential to enable and accelerate key processes to increase productivity and impact while also lowering costs

Meaningful Conversation: A conversation where 1. We learn at least one piece of material information that enables us to personalize, contextualize, and/or customize our approach to the prospect, 2. Both parties (salesperson and lead) commit to taking a definable action by a definable time

Online Community: a group of people that meets in the virtual world through social media, hosting sites, or elsewhere on the internet; for B2B businesses, their online communities will look more like professional networks rather than a B2C one where those members will engage with the brand and talk about that specific company’s products

Outbound: where a company initiates the conversation and sends its message out to an audience - seeking out the right people

Page Optimization: the process of improving the elements of a page to increase conversions using qualitative and quantitative data

Play: contextual series of actions involving multiple tactics, executed in a defined period for contacts that meet defined criteria

Pre-engagement: actions focused on leads with little to no familiarity; designed to introduce the company and the selling proposition; to generate initial interaction

Pre-intent: actions focused on contacts that have familiarity; has a level of engagement with content or has had conversations with the company; not demonstrating intent to buy

Problem/Solution Blindness: when someone knows there’s a problem (they are not blind to it), if they don’t feel as though they have a handle on what would be involved in creating a solution, they act as though they don’t see the problem (read more about problem/solution blindness here

Process Owner: the person or people responsible for managing the process that currently exists

Programmatic Game: the simplest and most common approach in The D.E.A.L.S. Framework; utilizes very little personalization in terms of tactics, messaging and process, and works best for smaller sale values

Results Owner: the person responsible for the outcome/result of the project, campaign, etc.

Roadmap: a process to plan out where your company currently is with where they want to go; a visual representation to help you plan out your goal and how you are going to reach them; helps with addressing issues and figuring out the quickest path to impact

Sales Development Rep/Business Development Rep/Conversational Development Rep: a type of inside sales rep that focuses solely on outbound prospecting; they don’t focus on closing business, rather they focus on moving leads through the pipeline

Sales Enablement: is the ongoing effort of aligning and optimizing all facets of an organization’s revenue generation process; focused on increasing the efficiency and acceleration of revenue generation tactics

Sales Genius: someone who is committed to a learning and sharing mindset; focused in the area of customer acquisition or customer success. They enjoy being challenged and they have a rookie mindset - they're always learning

Sales Operations: is the set of activities and processes whose purpose is to increase the velocity and predictability that enables sales reps to sell more effectively, and deliver results in line with the company’s objectives and strategies. Sales operations is a strategic function that helps reduce friction and optimizes the sales process

Sales Process: the documented representation of the repeatable steps a sales organization intentionally follows to acquire customers and when appropriate, deepens and expands the products, services and/or solutions they provide to their customers/clients

Satisfice/Satisficing: to accept an available option as satisfactory; to pursue the minimum satisfactory condition or outcome

Selling: the professional process that enables two or more parties to reach a mutually beneficial result

Service Level Agreement (SLA): a contract/agreement between a business and their clients/customers or teams that creates deliverables that have been agreed to be provided; provides a mechanism for the team responsible for generating business to be clear on the goals and responsibilities of the team members

Solve/Decide: when the decision of a customer is made including who the customer will use to help them

Strategy: the process or structure whereby trade-off decisions are made in pursuit of a desired end; the purpose is to guide your decision making when it comes to how you use resources

Structure: the "invisible hand" that guides all action and behavior; is the dominant influencer of execution; is driven by the design of your system, the tools utilized, and the way people keep score

Success: the stage in The D.E.A.L.S. Framework where you win the business, and now the work of the customer success begins

The Inverse Friction Principle: the ease/effortlessness of a user's experience in doing something has an inverse relationship to the complexity involved in designing the system that makes the experience so easy/effortless

Thought Leadership: content that is well written, authoritative, interesting, easy to understand, and represents a smart or expert perspective; when the customer believes you’re smart and know what you’re doing

Teaching Point-of-View (TPOV): powerful messaging that is designed to provoke and reframe a prospect’s beliefs, mindset or thoughts about their current situation. This focuses on the prospect’s world and their issues, not your solution

Vanity Metric: a metric that can make you feel good but is not an indicator of success or advancement; ineffective but attractive as they're easy to measure and easier to control

Wannamaker’s Law: John Wannamaker was a department store owner in the late 19th and early 20th centuries. He was also a early proponent of advertising and is credited for the quote that marketers and advertises have lived by anytime a business executive complains about the cost. The quote: I know I’m wasting half of my money on advertising, my only problem is that I don’t know which half.

Zero Moment of Truth (ZMOT): period of time where the prospect is researching on their own