Revenue Operations

The normalised annual value of a customer contract, excluding or separately identifying one-time charges according to the organisation’s method.

The annualised value of contracted recurring revenue, commonly used by subscription businesses to measure their recurring revenue base.

Category Entry Points are internal or external cues—such as needs, motives, occasions, or situations—that buyers use to retrieve a product or service category and possible brands from memory.

The proportion of customers, accounts, subscriptions or recurring revenue lost during a defined period.

The proportion of a defined group that remains active, subscribed or retained over successive periods after a shared starting event.

Conversion design is the practice of designing an experience so that people can understand, evaluate, and complete a defined valuable action with minimal avoidable friction.

Conversion lift is the incremental increase in conversions caused by an intervention, estimated by comparing outcomes for an exposed treatment group with a comparable unexposed control group.

Conversion rate is the proportion of eligible visits, users, interactions, leads, or opportunities that complete a defined conversion during a stated period.

Cost of goods sold is the expense recognised for inventory or goods sold during a reporting period, based on the costs assigned to those goods.

Cost per acquisition is the average measured spend required to generate a defined acquisition, calculated as included cost divided by attributed acquisitions.

Cost per click is the amount paid for, or average cost allocated to, each recorded advertising click.

Cost per lead is the average included marketing cost required to generate a lead that meets a stated capture or qualification rule.

Cost per mille (CPM) is the advertising cost for one thousand recorded ad impressions.

Cross-selling is the practice of offering a customer a complementary product or service alongside an existing or intended purchase.

Customer acquisition cost (CAC) is the average sales and marketing cost incurred to acquire a new customer during a defined period.

A customer data platform (CDP) is packaged software that creates persistent, unified customer profiles and makes them available to other systems.

Customer effort score (CES) is a survey metric that measures how easy or difficult customers found a specific task or interaction.

A customer journey is the sequence of interactions, decisions and experiences a person has while pursuing a goal with or around an organisation.

The projected total net revenue a business expects to earn from a single customer account across the entire duration of their relationship.

Customer relationship management (CRM) is the strategy, processes and technology used to manage interactions and data across prospect and customer relationships.

Customer satisfaction score (CSAT) is a survey metric expressing how satisfied respondents are with a product, service or interaction.

The percentage of customer issues resolved during the first interaction without requiring repeat contact or escalation.

Gross profit expressed as a percentage of revenue, calculated as revenue minus cost of goods sold, divided by revenue, multiplied by 100.

An experimentation-led approach to finding scalable ways to acquire, activate, retain or monetise customers, often under resource constraints.

Impression share is the percentage of impressions an advertisement receives compared with the estimated number of impressions it was eligible to receive.

Inbound marketing is a practice for attracting and helping prospective customers through useful, relevant content and experiences rather than relying only on unsolicited outreach.

Incrementality is the additional outcome caused by an intervention compared with the outcome that would have occurred without it.

Lead generation is the process of attracting prospective buyers and obtaining sufficient permission or information to begin a measurable commercial relationship.

Lead nurturing is the coordinated use of relevant communications and experiences to help a prospect progress towards an appropriate next decision over time.

Lead scoring is a method for assigning values to prospect attributes and behaviours to support prioritisation or routing against an agreed outcome.

A lifecycle stage is a governed classification representing where a person, account or opportunity currently sits in an organisation's defined commercial relationship.

Marketing attribution is the assignment of credit for a conversion or other outcome to marketing touchpoints along a measured customer path.

A marketing qualified lead (MQL) is a lead that meets agreed marketing criteria indicating stronger fit or engagement than other leads, but is not necessarily sales-ready.

A minimum viable product (MVP) is the smallest product or experiment sufficient to test a defined customer hypothesis and generate validated learning.

Monthly recurring revenue (MRR) is the normalised recurring subscription revenue a business expects from active customers for one month.

A customer-feedback metric calculated by subtracting the percentage of detractors from the percentage of promoters on a standard recommendation scale.

Marketing that proactively distributes messages to selected audiences through channels such as advertising, direct outreach or events.

A measure of how quickly qualified commercial value moves through a sales pipeline, often combining opportunities, value, win rate and sales-cycle length.

Net benefit from an investment divided by the investment cost, commonly expressed as a percentage.

The use of integrated commercial data, analytics and signals to understand revenue performance and support sales and growth decisions.

A strategic function that aligns sales, marketing, and customer success operations under a unified data model, process framework, and technology stack to drive predictable, efficient revenue growth.

The structured estimation of future sales or revenue using pipeline data, historical performance, assumptions and judgement.

A simplified model of the stages through which prospective customers progress from awareness or qualification toward purchase.

A lead that meets agreed criteria indicating sufficient fit and buying readiness for direct sales engagement.

The elapsed time between the start of an investment or customer relationship and the delivery of a meaningful, measurable benefit.

A unique selling proposition is a specific, defensible reason a defined customer should choose one offer rather than its alternatives.

Upselling is a sales practice that encourages a customer to choose a higher-value version, tier, quantity, or configuration of the offer under consideration.

A Urchin Tracking Module parameter is a standardised utm_-prefixed query parameter added to a destination URL so analytics tools can classify campaign traffic.

User research is the systematic study of users, their goals, behaviours, needs, constraints, and contexts to inform product and service decisions.

Zero-party data is information that a customer intentionally and proactively shares with an organisation, such as preferences, intentions, context, or desired recognition.