Glossary
50 definitions for outbound, demand gen, and deliverability.
Plain-English explanations. Every term links out to how we actually use it inside the Agentic Demand pipeline. Skim, search, or jump straight to the concept.
50 terms
- 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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