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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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Customer Acquisition & Outreach
Cold Calling
Reaching out to prospects with no prior relationship or warm introduction.
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Customer Acquisition & Outreach
Cold Email
Unsolicited email sent to prospects without prior relationship to generate leads or start sales conversations.
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Pipeline Health & Deal Management
Commit
A forecast category for deals with high confidence of closing in the current period.
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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
Competitive Displacement
The process of winning a new customer by replacing a competitor's solution that is already deployed and in use at that account.
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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 Execution & Deal Closing
Decision Criteria
Factors and requirements a prospect uses to evaluate and select solutions, including technical, business, risk, and commercial considerations.
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Sales Execution & Deal Closing
Decision Process
Steps, approvals, and stakeholders involved in a prospect’s internal buying journey from evaluation through final purchase.
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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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Buying Committee & Stakeholders
Economic Buyer
The person with ultimate budget authority and power to approve or reject the purchase, focused on ROI, risk, and strategic alignment.
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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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