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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Advanced Sales Concepts

Strategic Account

A high-value target customer receiving dedicated attention and resources.
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Sales Enablement & Training

Talk Track

A prepared messaging framework or script for specific sales scenarios.
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Lead Management & Qualification

Target Account

An individual company identified as high-fit for the product based on ICP criteria, selected for focused account-based marketing (ABM) and sales efforts.
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Sales Performance Metrics

Time to Close

The average number of days from opportunity creation (or a specific pipeline stage) to a closed-won outcome.
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Customer Success & Post Sale

Time to Value (TTV)

The time it takes for a customer to realize meaningful value after a product purchase.
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Sales Forecasting

Top-Down Forecast

A forecast based on executive targets or market projections distributed downward.
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Revenue Metrics & Financial Terms

Total Contract Value (TCV)

The full revenue expected from a customer contract over its entire term, including all recurring subscription charges and one-time fees such as onboarding, implementation, or training.​
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Sales Roles & Team Structure

VP of Sales

The senior leader responsible for building, managing, and scaling the sales organization to hit revenue targets. Typically focused on new business and commercial execution across segments and territories.
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Sales Methodology & Process

Value Proposition

A clear statement of buyer ROI that justifies investment and differentiates from competition.
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Sales Methodology & Process

Value Selling

A sales approach that links your solution directly to measurable business outcomes and ROI, focusing conversations on impact instead of features and price alone.
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Customer Acquisition & Outreach

Warm Calling

Contacting prospects who have shown some prior interest or have been referred.
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Sales Performance Metrics

Weighted Pipeline

A realistic forecast of expected revenue from current opportunities, created by applying stage-specific close probabilities to each deal's value.
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Sales Performance Metrics

Win Rate

The percentage of qualified opportunities (or deals) that end in a closed-won outcome over a given period.
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