50 definitions for outbound, demand gen, and deliverability.

• ABM (Account-Based Marketing)A go-to-market motion that treats specific named accounts as individual markets, with research and messaging tailored per account.
• ABX (Account-Based Experience)ABM extended across the full buyer journey, not just pre-sales outbound. Marketing, sales, CS, and product coordinate on the same named accounts.
• ACV (Annual Contract Value)The annualized value of a single customer contract.
• AE (Account Executive)The quota-carrying seller who runs the discovery, demo, and close cycle once a meeting is booked.
• ARR (Annual Recurring Revenue)The annualized recurring revenue from all active subscriptions at a point in time.
• BDR (Business Development Representative)A seller focused on outbound prospecting, often at earlier-stage companies or in ABM motions. Often interchangeable with SDR.
• BlockerA person in the buying committee who can kill a deal, typically legal, security, or finance.
• Bounce rateThe percentage of sent emails that fail to deliver, either because the address is invalid (hard bounce) or the inbox is full or throttled (soft bounce).
• Buyer committeeThe group of people inside a buying org who touch a purchase decision: champion, economic buyer, end user, legal, finance, security.
• CadenceThe rhythm and timing of touches inside a sequence. Typically defined as days between touches and which channel each one uses.
• ChampionThe person inside a buying org who advocates for your solution and owns the internal sell. Usually mid-level with direct pain.
• Close rateThe percentage of opportunities that become closed-won customers.
• Cold emailAn email to a prospect who has not opted in, as part of an outbound sales motion. Legal under CAN-SPAM with proper opt-out, identification, and accurate headers.
• Conversion rateThe percentage of people who move from one funnel stage to the next. Between each stage you get a different rate.
• CSM (Customer Success Manager)The post-sale owner of customer health, renewal, and expansion.
• DeliverabilityThe probability that an email lands in the recipient's primary inbox instead of spam, promotions, or the abyss.
• DialerSoftware that places outbound calls at scale, sometimes auto-dialing from a list and connecting an SDR once the prospect answers.
• DisqualifierA criterion that automatically removes an account or contact from outreach, regardless of other fit signals.
• DKIM (DomainKeys Identified Mail)A cryptographic signature on outbound mail that lets receivers verify the message was not altered in transit and was actually sent by the claimed domain.
• DMARC (Domain-based Message Authentication, Reporting and Conformance)A policy record that tells receivers what to do when SPF or DKIM fails: none, quarantine, or reject. Also sends aggregate reports on who is sending from your domain.
• DNS (Domain Name System)The directory that maps human-readable domain names to IP addresses, and carries metadata records for email (SPF, DKIM, DMARC, MX).
• DomainThe part of an email address after the at-sign. In outbound, specifically the sending domain that carries DNS records and reputation.
• Economic buyerThe person with budget authority who signs the contract. Often a VP or C-level, above the champion.
• EnrichmentThe process of adding data (firmographics, technographics, news, funding, contacts) to an account or contact record from third-party sources.
• FirmographicsAttributes of a company: industry, size, revenue, geography, funding stage, employee count. The B2B equivalent of demographics.
• FunnelThe stages a prospect moves through from first touch to closed customer: lead, MQL, SQL, opportunity, closed-won.
• ICP (Ideal Customer Profile)The firmographic, technographic, and behavioral profile of the accounts most likely to buy from you.
• InboundA sales motion where prospects come to you through content, search, ads, referrals, or community.
• Intent signalBehavioral data suggesting a company is actively researching a category or product. Can come from third-party data (Bombora, G2) or first-party analytics.
• MailboxA single email account under a sending domain. Has its own reputation, quota, and warmup state.
• Meeting to close rateThe percentage of booked discovery meetings that end up closing as customers.
• MQL (Marketing Qualified Lead)A lead marketing has identified as a good fit, usually by behavior (downloaded a guide, visited pricing, attended a webinar).
• Open rateThe percentage of sent emails that the recipient opens. Tracked via a pixel or link click.
• OpportunityA qualified sales deal with fit, budget, timing, and a decision process identified. Tracked in CRM.
• OutboundA sales motion where the company initiates contact with prospects, typically via cold email, cold call, or LinkedIn.
• PersonaA generalized description of a buyer role, including title patterns, responsibilities, pain points, and buying behavior.
• PipelineThe total dollar value of open opportunities in your sales funnel at a point in time.
• PLG (Product-Led Growth)A go-to-market model where the product itself drives acquisition, conversion, and expansion (typically through free trials or free tiers).
• Reply rateThe percentage of emails that receive any reply, positive or negative.
• SAL (Sales Accepted Lead)A lead that sales has formally accepted from marketing, typically after a handoff review.
• SAM (Serviceable Addressable Market)The slice of TAM your product, geography, and pricing can actually serve.
• SDR (Sales Development Representative)An outbound-focused sales role responsible for prospecting, qualifying, and booking meetings for Account Executives.
• Sending domainA domain dedicated to outbound email, separate from the primary company domain. Carries its own reputation and DNS records.
• SequenceA series of scheduled touches to a prospect, usually a mix of emails and LinkedIn messages, spaced over days or weeks.
• SPF (Sender Policy Framework)A DNS record that lists the mail servers authorized to send email on behalf of a domain. Receivers check the SPF record to verify the sender is legit.
• SQL (Sales Qualified Lead)A lead sales has accepted after verifying fit, budget authority, and timing.
• TAM (Total Addressable Market)The full revenue opportunity available if you captured 100% of a market.
• TCV (Total Contract Value)The total revenue value of a contract over its full term, including multi-year commitments.
• TechnographicsData about the technology stack a company uses. What CRM, what marketing automation, what analytics, what data warehouse.
• WarmupThe process of gradually ramping a new sending domain or mailbox so email providers build reputation and trust before real volume ships.

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