106+ terms operators actually use.

A goal-setting framework pairing one Objective with 3–5 measurable Key Results.

A quantitative metric tied to a strategic objective.

The single metric that best captures the core value the business delivers.

A 10–25 year strategic ambition that organizes long-term decisions.

Three nested market-sizing concepts used to model opportunity.

A quantitative definition of the customer who buys easily, pays well, and stays.

A composite profile of a typical buyer or user within an ICP.

A framework that defines product opportunity by the "job" customers hire a solution to do.

The deliberate choice of what category you compete in and how you're different.

The structural advantage you press to win against specific competitors.

The dimensions on which you're materially better, different, or cheaper.

A structural advantage that protects margins and market share over time.

Why the company exists — the impact it intends to create.

A picture of the future the company is building toward.

A one-line statement of the value you deliver to a specific customer.

The first interaction where a user experiences the core value of a product.

The point at which a product is satisfying strong market demand.

A grouping of customers who share important characteristics.

The aggregated value of open sales opportunities across all stages.

Revenue generated per day from the sales motion.

The percentage of qualified opportunities that close as won deals.

A lead that meets marketing's qualification threshold to be passed to sales.

A lead sales has accepted and committed to working.

A classic sales qualification framework from IBM.

A complex-deal qualification framework: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion.

An internal advocate inside the buying organization who actively pushes the deal forward.

The average time from opportunity created to deal closed.

The ratio of pipeline value to revenue target.

The discipline of predicting revenue from pipeline math.

The average revenue per transaction.

The average revenue per user, account, or customer per period.

The cost to acquire one new customer.

The cost to acquire one customer from a specific channel or campaign.

The cost to generate one lead from a channel or campaign.

Revenue generated per dollar of ad spend.

The percentage of impressions that result in a click.

The cost to drive one click from paid media.

The cost per thousand impressions of an ad.

The predictable recurring revenue normalized to a monthly basis.

MRR × 12 — the annualized recurring revenue run rate.

The practice of earning organic rankings in search engines.

Optimization for AI answer engines that synthesize responses from web content.

Optimization for generative search engines (overlaps AEO).

The page returned by a search engine for a query.

The percentage of visitors who complete a desired action.

A unified customer data store that powers cross-channel personalization.

The systems and workflows that automate marketing execution.

The model assigning credit to marketing touchpoints in a customer journey.

The system that ranks leads by likelihood to convert.

The total gross profit a customer generates over their lifespan.

The ratio of customer lifetime value to acquisition cost.

The months required to recover acquisition cost from gross margin.

The rate at which a company is consuming cash.

The months of cash available before a business runs out.

A proxy for operating cash flow used to value mature businesses.

Revenue minus COGS, expressed as a percentage of revenue.

The direct cost of producing the goods or services sold.

The net movement of cash into and out of the business.

Year-over-year recurring revenue retention from existing customers, including expansion.

The percentage of customers (or revenue) lost over a period.

Customer retention analyzed by acquisition cohort over time.

The discount rate that makes the NPV of all cash flows zero.

The present value of expected future cash flows minus the initial investment.

The percentage return on an invested dollar.

Capital expenditure (one-time, depreciated) vs operating expenditure (ongoing).

The systematic practice of improving the rate at which visitors complete desired actions.

A controlled experiment comparing two variants of a single change.

A test comparing combinations of multiple variables simultaneously.

The number of visitors required per variant to detect a meaningful effect at the chosen confidence level.

The confidence that an observed test result is not due to random chance.

The probability of observing the test result if there is no true effect.

The probability a test correctly detects a true effect.

The smallest lift a test is designed to detect with statistical confidence.

The sequence of steps a user takes from first touch to conversion.

The percentage of single-page sessions where a user leaves without interaction.

How long a user spends on a page before returning to search results.

A visualization showing where users click, scroll, and engage on a page.

A video-like replay of an individual user's interaction with a page.

The consistency between an ad / link and the landing page it leads to.

A standalone page designed to convert a specific visitor to a specific action.

A neural network trained on massive text data to generate human-like language.

A pattern that grounds an LLM in retrieved documents instead of relying only on training data.

An LLM-based system that can plan, use tools, and complete multi-step tasks.

Vector representations of text, images, or other data that capture semantic meaning.

A database optimized for storing and querying high-dimensional vector embeddings.

The maximum amount of text an LLM can process in a single request.

The unit of text an LLM processes — typically 0.75 of a word in English.

Continued training of an LLM on a specific dataset to specialize behavior.

The ability of an LLM to call external functions or APIs.

An open standard for connecting LLMs to external tools and data sources.

Systematic evaluations of LLM-based system quality.

When an LLM generates plausible but false information.

The practice of designing prompts that elicit reliable LLM behavior.

A customer loyalty metric based on willingness to recommend.

A short-term satisfaction metric, typically tied to a specific interaction.

A measure of how easy a customer interaction was.

A formal commitment to service performance — typically uptime, response time, or resolution time.

The internal performance target a team commits to, typically tighter than the customer SLA.

The allowable amount of unreliability before SLO is breached.

The average time to detect an incident, and to resolve it.

An unplanned service disruption or quality degradation.

A blameless retrospective after an incident or significant event.

The forecasting of resource needs to meet demand.

The percentage of available capacity being used.

The time required to complete one unit of work.

The time between request and delivery.