B2B Sales Glossary

Master the essential revenue and financial metrics that drive B2B SaaS success. From ARR and MRR to retention metrics and customer economics, these terms are critical for understanding pipeline health, forecasting growth, and making data-driven decisions.

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Competitive & Market Intelligence

Competitive Analysis

An evaluation of competitors' products, strengths, weaknesses, and market positioning.
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Competitive & Market Intelligence

Competitor

A company offering similar products or solutions to the same target market.
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Engagement & Activity Metrics

Connect Rate

The percentage of calls or outreach attempts that reach the intended contact.
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Sales Methodology & Process

Consultative Selling

A sales approach where reps act as advisors, using structured discovery and collaboration to recommend solutions that genuinely fit the buyer’s goals and constraints.
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Sales Execution & Deal Closing

Contract Negotiation

The process of discussing and agreeing upon final contract terms between a buyer and a seller.
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Sales Performance Metrics

Conversion Rate

The percentage of opportunities or leads that successfully progress from one pipeline stage to the next (for example, SQL → Opportunity, Opportunity → Closed-Won).
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Revenue Metrics & Financial Terms

Customer Acquisition Cost (CAC)

The total cost incurred to acquire a new customer, including all sales and marketing expenses
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Revenue Metrics & Financial Terms

Customer Lifetime Value (LTV/CLV)

An estimate of the total revenue a business can expect from a single customer over their entire relationship, net of acquisition and servicing costs.​
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Sales Roles & Team Structure

Customer Success Manager (CSM)

Owns post‑sale value, adoption, and long‑term retention, working to make sure customers achieve outcomes so they renew and expand over time.
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Sales Pipeline

Deal Intelligence

Data signals revealing deal health, risks, and coaching opportunities.
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Sales Performance Metrics

Deal Slippage

How often and by how much deals miss their forecasted close dates, indicating pipeline risk and forecast accuracy issues.
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Sales Performance Metrics

Deal Velocity

The speed at which individual deals progress through the sales pipeline from opportunity creation to closed-won.
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Sales Methodology & Process

Demo

A tailored walkthrough of your product that demonstrates how it solves a prospect’s specific problems and supports their key workflows and outcomes.
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Sales Methodology & Process

Discovery Call

An early-stage sales conversation that uses structured questions to understand a prospect’s situation, needs, and fit before moving to demos or proposals.
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Sales Execution & Deal Closing

E-Signature

An electronic signature for legally binding digital contracts.
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Revenue Metrics & Financial Terms

Expansion Revenue

Additional recurring revenue generated from existing customers through upsells, cross-sells, add-ons, seat increases, or plan upgrades, excluding any revenue from newly acquired customers.
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Sales Performance Metrics

Forecast Accuracy

How closely actual revenue matches forecasted revenue across categories (commit, best case, etc.) for a given period.
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Revenue Metrics & Financial Terms

Gross Revenue Retention (GRR)

The percentage of recurring revenue retained from an existing customer cohort over a period, after churn and downgrades, but excluding any expansion, upsell, or cross-sell revenue.​ Also called Gross Dollar Retention (GDR) or Gross Renewal Rate.
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Customer Success & Post Sale

Health Score

A metric indicating a customer's likelihood to renew based on usage, engagement, and satisfaction.
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Lead Management & Qualification

Ideal Customer Profile (ICP)

An Ideal Customer Profile (ICP) is a detailed description of the company types and buyer personas that represent the highest fit, value, and profitability for a product or service.
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Customer Acquisition & Outreach

Inbound Sales

A strategy where prospects initiate contact after engaging with marketing content.
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Sales Leadership & Management

Key Performance Indicator (KPI)

A critical metric used to evaluate success against objectives.
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Revenue Metrics & Financial Terms

LTV:CAC Ratio

Compares the Customer Lifetime Value (LTV) to the Customer Acquisition Cost (CAC) to gauge the efficiency and profitability of customer acquisition efforts in B2B SaaS businesses.​
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Sales Leadership & Management

Lagging Indicator

A metric measuring outcomes that have already occurred (e.g., closed revenue).
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Lead Management & Qualification

Lead

Any individual or company that has expressed interest in a company's offering through marketing activities, inbound inquiries, or outbound prospecting efforts.
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