B2B Data Glossary

Full-spectrum data about a target company, including firmographics, technographics, intent signals, and organizational structure.

The process of identifying and visualizing the key stakeholders, decision-makers, and influencers within a target account.

A methodology for ranking target accounts based on their fit and likelihood to buy, used in ABM and enterprise sales.

A B2B marketing strategy that focuses on targeted accounts rather than broad-based lead generation.

Sales software that uses artificial intelligence to automate research, personalize outreach, analyze conversations, or predict deal outcomes.

Restrictions on how many API calls you can make to a service within a given time period.

Annual Recurring Revenue (ARR) and Monthly Recurring Revenue (MRR) measure the predictable, recurring revenue from subscriptions.

Companies that sell business contact and company data used for sales prospecting, enrichment, and market research.

Enriching a large set of records at once rather than one at a time through real-time API calls.

Signals that indicate a prospect is actively researching or considering a purchase in your category.

The process a B2B buyer goes through from initial awareness of a problem to selecting and purchasing a solution.

A semi-fictional profile of your ideal buyer based on job title, responsibilities, pain points, and buying behavior.

The group of people within a company who are involved in making a B2B purchase decision.

The collection of stakeholders within a target account who influence or make a purchase decision.

An email domain configured to accept messages sent to any address, whether the specific mailbox exists or not.

California's data privacy law giving residents the right to know what data companies collect and to request its deletion.

The percentage of customers who stop using a product or cancel their subscription during a given time period.

Grouping accounts or contacts by a shared characteristic (signup month, source, segment) and tracking their behavior over time.

Unsolicited email outreach to prospects who haven't opted in to hear from you.

Selling to prospects who already use a competitor's product, targeting their pain points for a switch.

A Customer Data Platform architecture that runs on your existing data warehouse instead of copying data into a separate system.

Tracking and honoring prospect preferences for how their data is collected, stored, and used in outreach.

Technology that records, transcribes, and analyzes sales conversations to surface coaching insights and deal intelligence.

A pricing model where each data lookup, enrichment, or action consumes credits from a prepaid balance.

The practice of maintaining clean, accurate, and complete data in your CRM through regular audits, deduplication, and data standards.

Connecting your CRM to other sales, marketing, and data tools so that information flows automatically between systems.

User-defined data structures in your CRM that extend beyond the default contacts, companies, and deals.

Software that unifies customer data from multiple sources into a single customer profile.

A composite metric that predicts customer retention or churn risk based on usage, engagement, and satisfaction signals.

The buying activity and research that happens outside your trackable marketing channels, invisible to attribution tools.

An inventory of data assets in your organization with metadata, descriptions, and usage information.

A secure environment where multiple parties can share and analyze combined datasets without exposing raw data to each other.

The percentage of records in your database that have all required fields filled in.

The rate at which contact and company data in your CRM becomes inaccurate over time due to job changes, company moves, and market shifts.

The process of identifying and merging or removing duplicate records in a database or CRM.

The process of appending additional data points to existing records in your CRM or database.

How recently the data in your database or from a provider was verified or updated.

The framework of policies, processes, and standards that ensure data is accurate, secure, compliant, and consistently managed across an organization.

The ongoing practice of maintaining clean, accurate, and up-to-date data in your CRM and databases.

A data architecture that combines the low-cost storage of data lakes with the structured querying and performance of data warehouses.

The tracking of data's origins, transformations, and movements through your systems.

A decentralized data architecture where domain teams own and manage their own data products.

The process of standardizing data formats, values, and structures across records to enable consistent reporting and analysis.

The automated coordination of data flows between multiple systems, tools, and processes.

The practice of handling personal data in compliance with regulations and user expectations.

When data is trapped in one system and inaccessible to other teams or tools that need it.

The process of verifying that data is accurate, complete, and in the correct format.

A centralized repository that stores structured data from multiple sources for analysis and reporting.

A centralized function that manages complex deal approvals, pricing exceptions, and contract negotiations for non-standard sales transactions.

The set of marketing activities designed to create awareness and interest in a product before buyers enter the sales pipeline.

A phone number that connects directly to a specific person's desk or mobile, bypassing the company switchboard or receptionist.

Extract, Load, Transform. A modern approach where raw data is loaded first, then transformed in the warehouse.

The percentage of emails that fail to deliver because the address is invalid, full, or blocked.

The ability to get your emails into recipients' inboxes rather than spam folders.

Automated series of emails sent to prospects over time based on triggers and timing rules.

Checking whether an email address is valid, deliverable, and safe to send to before you hit send.

The process of gradually building sender reputation for a new email domain or IP.

A multi-provider enrichment approach that queries data sources in sequence, using the next provider only when the previous one returns no result.

Extract, Transform, Load. A process for moving data from source systems to a data warehouse.

The process of connecting data fields between two systems so information syncs to the right place.

Descriptive attributes about a company, such as industry, revenue, employee count, and location.

Data you collect directly from your customers and website visitors.

General Data Protection Regulation. The EU law governing how companies handle personal data of EU residents.

The plan a company uses to bring a product to market, including target audience, messaging, pricing, and distribution channels.

A detailed description of the type of company that's the best fit for your product or service.

Behavioral signals that indicate a company or person is actively researching a specific topic or solution.

A cloud-based platform that connects applications, automates workflows, and synchronizes data between different software systems.

The process of identifying and capturing contact information from potential buyers who match your target market.

The automated process of assigning incoming leads to the right sales rep based on predefined rules.

A methodology for ranking leads based on their likelihood to convert to a customer.

Automatically linking new leads to the correct existing account in your CRM.

The process of identifying which marketing touchpoints contributed to a conversion or sale.

The function responsible for marketing technology, data, processes, and reporting infrastructure.

The percentage of records a data provider can find and return results for when you submit them for enrichment.

Lead qualification stages that define when marketing hands a lead to sales (MQL) and when sales confirms it's worth pursuing (SQL).

The practice of building relationships with multiple stakeholders within a target account, not just a single champion.

The percentage of recurring revenue retained from existing customers over a period, including expansion, contraction, and churn.

Building automated workflows between tools using visual interfaces instead of writing code.

The proactive process of reaching out to potential buyers through cold email, cold calling, and social selling.

A metric that measures how fast revenue moves through your sales pipeline, calculated as (opportunities × win rate × average deal size) / sales cycle length.

A business strategy where the product itself drives user acquisition, activation, and expansion rather than traditional sales teams.

A potential customer who has demonstrated purchase intent through actual product usage, not just marketing engagement.

The process of finding and merging duplicate records in your CRM or database.

The process of connecting closed revenue back to the marketing and sales touchpoints that influenced the deal.

Software that captures and analyzes sales activity data to provide visibility into pipeline health, deal risk, and forecast accuracy.

A business function that aligns sales, marketing, and customer success operations to drive predictable revenue growth.

The process of syncing data from a data warehouse back into operational business tools like CRMs and marketing platforms.

Technology that automates repetitive sales tasks like follow-up emails, data entry, lead routing, and activity logging.

A structured sequence of outreach touchpoints (emails, calls, social touches) designed to engage a prospect over a defined period.

Software that automates phone dialing for sales teams, increasing the number of conversations reps can have per hour.

The process of providing sales teams with the content, tools, training, and data they need to close deals effectively.

Software platforms that help sales teams execute multi-channel outreach cadences at scale.

The process of estimating future sales revenue based on pipeline data, historical performance, and market conditions.

Technology and data that helps sales teams identify, target, and engage the right buyers at the right time.

Sales ops focuses on sales team efficiency. RevOps aligns sales, marketing, and customer success operations under one umbrella.

A visual representation of where prospects are in the sales process, from initial contact to closed deal.

Any data point or event that indicates a prospect or account may be ready to buy.

The collection of software tools a sales organization uses across prospecting, engagement, CRM, and analytics.

The process of dividing your total addressable market into defined territories assigned to specific sales reps or teams.

A formula that measures how quickly your sales team generates revenue, combining deal count, win rate, average deal size, and sales cycle length.

A copy of your production CRM or tool where you can test changes without affecting live data.

Combining multiple buying signals from different sources to prioritize accounts more accurately than any single signal alone.

A sales approach that uses real-time buying signals to prioritize outreach and personalize messaging based on prospect behavior.

The time between a prospect taking action (form fill, demo request) and a sales rep making first contact.

Information about what technology products and platforms a company uses.

Dividing your total addressable market into segments assigned to specific sales reps or teams.

Data purchased or obtained from external providers who collected it from other sources.

Grouping related search and content consumption behaviors into themes that indicate buying interest.

The total revenue opportunity available if you captured 100% of the market for your product or service.

A data enrichment strategy that queries multiple data providers in sequence, using the best result from each.

An automated HTTP callback that sends data from one system to another when a specific event occurs.

Technology that identifies which companies or individuals visit your website without them filling out a form.

Systematically studying why deals were won or lost to improve sales strategy and product positioning.

Data that a customer intentionally and proactively shares with a brand, like preferences, survey responses, and purchase intentions.