Marketing AND
Sales Conversion Glossary

The 7-11-4 rule holds that before someone trusts a business enough to buy, they typically need around seven hours of engagement with its content, across eleven separate touchpoints, in four different locations or platforms.

A technology stack is the full set of software a business uses to run its marketing, sales and operations, along with the connections that let those tools share information.

Optimising for search engines means making your website easier for search engines to find, understand and rank, so that people looking for what you do can reach you without you paying for the click.

A marketing campaign is a set of coordinated marketing activity, planned around a single objective and a defined audience, that runs for a set period and is measured as a whole.

The B2B buying journey is the sequence a buyer moves through before and during a purchase decision, from scanning their environment, to exploring a problem, to hunting for a supplier, to buying.

A K.A.R.E plan divides your customers and prospects into four groups, Keep, Attain, Recapture and Expand, so that each group gets the kind of attention that suits it rather than everyone receiving the same activity.

A sales process is a defined sequence of steps that takes an opportunity from first conversation to a decision, where each step has to be completed before the next one begins.

A sales funnel is the set of stages an opportunity moves through from first enquiry to closed sale, along with the conversion rate between each stage.

A/B testing is a method of comparing two versions of a page, email or advert by showing each to a different group at the same time and measuring which produces more of the outcome you want.

Conversion rate is the percentage of people who take the action you wanted, calculated by dividing conversions by total visitors or sessions and multiplying by 100.

ROAS, or return on ad spend, is the revenue generated by an advertising campaign divided by what that campaign cost, expressed as a ratio.

Lead generation is the process of attracting people who might buy from you and getting them to identify themselves, usually by making an enquiry, booking something or exchanging their contact details for something useful.

Revenue operations is the practice of putting marketing, sales and customer data under single ownership so the whole path to revenue is measured and managed as one system.

A qualified lead is someone who has the problem you solve, the budget to fix it, the authority to decide, and a reason to act now rather than later.

Marketing automation uses software to trigger messages, alerts and sales actions based on what a contact does, so follow up happens consistently instead of depending on somebody remembering.

Customer journey mapping is the process of laying out every step a buyer takes with your business, from first impression to closed sale, so you can see exactly where people stop moving forward. It also maps your internal handover process, so you know who does what, when, and which KPIs need to be applied and monitored to keep the whole journey working.

Conversion rate optimisation is the process of getting more of the people who already find you to take the next step, at every stage from first click through to closed sale.