Glossary
The words, without the fog.
Short definitions for the economics, the products, and the rules. They are educational. They are not legal advice.
- Lead
- A person or company that has shown enough information, and a lawful basis to be contacted, for a business to start a sales conversation.
- Lead generation system
- The infrastructure that produces leads, appointments, or data for businesses that want customers. The buyer of the lead is the client. The consumer or the target company is the prospect. Read more
- Partner
- The company the system is configured for. The brand, the accounts, and the market relationship sit with that company. This site does not name individuals.
- CPL
- Cost per lead. The media and data effort required to produce one lead. It is an operating measure. It is not a result.
- Cost per appointment
- The effort required to put one qualified meeting on a calendar. No-shows belong in the count, or the number will flatter the operation. Read more
- Close rate
- The share of leads or meetings that become a customer for the business that received them. The system influences quality. It does not control the buyer’s sales team.
- LTV
- Lifetime value. The value a buyer expects from a customer over the relationship. It is a planning concept for the buyer, not a figure this site publishes.
- Pay-per-lead
- Delivery of each lead that meets an agreed definition. Exclusive, shared, and live-transfer leads are different products. Read more
- Exclusive lead
- A lead delivered to one buyer. The buyer is not racing competitors to the same person.
- A lead delivered to more than one buyer. Contact rates are usually worse, because several people call.
- Live transfer
- A phone call connected to the buyer while the prospect is still on the line. The product is a conversation in progress, not a record that will be dialed later.
- Booked appointment
- A meeting on a buyer’s calendar that met the qualification rules you agreed. In many B2B markets this is the product, not a raw email address.
- Retainer
- A standing agreement for a defined output: a volume of leads, a quota of meetings, or managed acquisition. The definition of “done” has to be written down. Read more
- DaaS
- Data as a service. Licensing enriched contacts or intent audiences for a niche, instead of handing over one lead at a time.
- SaaS
- Software as a service. On this site it usually means the AI acquisition system, or a CRM workflow, running as a product for the account.
- Intent data
- Signals that a company or a person is researching a problem. It is a clue, not proof they will buy. Pair it with fit.
- Firmographic data
- Facts about a company: industry, headcount, location, and sometimes the tools they use. This is the spine of B2B targeting. Read more
- Lead scoring
- A number that ranks a record against a definition of quality. The current RGN materials treat 80 and above as the working band. The definition behind the score matters more than the number.
- Speed-to-lead
- How fast a new inquiry is contacted. In many consumer categories the first useful response wins. AI agents exist largely to make that gap small.
- AI SDR
- Software that does the first-line work of a sales development rep: email, phone, and, where the rules allow, professional-network outreach. A person still sets the offer and the exceptions. Read more
- Account-based targeting
- Choosing the companies worth a meeting, then working the people inside them. The opposite of buying the widest possible audience.
- CRM
- The system of record for contacts, conversations, and stages. In this model it is branded to the partner and is part of what they operate.
- CAPI
- Conversions API. A server-side way to send ad-platform events, used alongside the pixel, so optimization sees results that the browser alone may miss.
- TCPA
- The Telephone Consumer Protection Act, a US federal law that restricts certain calls and texts. It is not summarized completely on this site. Consent is not optional. Read more
- CAN-SPAM
- The US law for commercial email. Identification, a physical address, and a working opt-out are the parts every operator should be able to point to.
- Consent
- A person’s or a company’s permission to be contacted, in the form the channel requires. A spreadsheet without a basis for contact is not a lead.
- Vertical
- An industry the system is configured to serve. Kits carry the campaigns, pages, and automations for that industry so the next market is not a blank build. Read more