Recurring revenue normalised to a yearly number, common in SaaS reporting.

The average annualised revenue value of a customer contract, used to benchmark deal size and evaluate segment profitability.

A semi-fictional profile of the individual decision-maker you target, based on role, goals, challenges, and buying behaviour.

A plan defining which channels to use, how to prioritise them, and how they work together to generate and convert pipeline.

The rate at which customers cancel or stop paying, measured as a percentage of revenue or accounts lost over a period.

The total cost to acquire a customer, including marketing and sales costs.

Contacts, accounts, or audiences deliberately removed from a campaign to avoid irrelevant targeting or wasted spend.

Revenue from existing customers through upgrades, add-ons, seat increases, or higher usage.

The degree to which predicted revenue matches actual closed revenue, used to assess CRM data quality and rep judgement.

A classification applied to deals in the pipeline — such as commit, best case, or pipeline — indicating confidence of close.

The stages a buyer moves through from initial awareness of your brand to a closed deal, used to map and optimise conversion.

The complete strategy for how a company brings its product to market, defining target segments, channels, messaging, and sales motion.

The percentage of revenue remaining after deducting direct costs, used to assess product profitability and pricing sustainability.

The percentage of recurring revenue retained from existing customers over a period, excluding upsells and expansions.

Gross revenue retention — recurring revenue kept from existing customers over a period, excluding upsells and expansions.

Go-to-market — the strategy and execution plan for reaching target buyers, generating pipeline, and growing revenue.

The specific method or channel a company uses to bring its product to market — outbound, inbound, product-led, or a combination.

Ideal customer profile — a detailed description of the company type most likely to buy, retain, and expand with your product.

A detailed description of the company type most likely to buy, retain, and expand with your product or service.

The total predicted revenue a business expects to generate from a single customer over the duration of their relationship.

Lifetime value — the total revenue a business expects to generate from a single customer over the entire relationship.

The stage where a prospect is considering options and building intent, requiring nurture content and qualification activity.

Recurring revenue normalised to a monthly number, common in SaaS reporting.

Revenue retained from existing customers including expansions and upsells, minus downgrades and churn. A key SaaS health metric.