Marketing Acronyms and Abbreviations Glossary

It seems every week, I’m seeing or learning another acronym. I’m going to keep an active list of them here! Feel free to jump via alphabet for the sales acronym, marketing acronym, or sales and marketing technology acronym you’re seeking:

Numeric A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Sales & Marketing Acronyms and Abbreviations (Numeric)

  • 2FATwo-Factor Authentication: an extra layer of protection used to ensure the security of online accounts beyond just a username and password. The user enters the password and then is required to enter the second level of authentication, sometimes responding with a code sent via text message, email, or through an authentication application.
  • 4P – Product, Price, Place, Promotion: the 4P model of marketing encompasses the product or service you’re selling, how much do you charge and it’s value, where you need to promote it, and how you’ll promote it.

Sales & Marketing Acronyms and Abbreviations (A)

  • ABC – Always Be Closing: This is the first of the sales acronyms you should learn as a young sales rep! It’s pretty much the way it works. To be an effective salesperson means you’ll need to ABC.
  • ABM – Account-Based Marketing: also known as key account marketing, ABM is a strategic approach in which an organization coordinates sales and marketing communication and targets advertising to pre-determined prospects or customer accounts.
  • ACoS – Advertising Cost of Sale: a metric used to measure the performance of an Amazon Sponsored Products campaign. ACoS indicates the ratio of ad spend to targeted sales and is calculated by this formula: ACoS = ad spend ÷ sales.
  • ACV – Average Customer Value: Keeping and selling a current customer is always less expensive than earning the trust of a new one. Over time, companies monitor how much average revenue per client they are getting and look to increase that. Account representatives are often compensated based on their ability to increase ACV.
  • AE – Account Executive: This is a sales team member that closes deals with sales qualified opportunities. They general are the account team member designated as the lead salesperson for that account.
  • AI – Artificial Intelligence: A wide-ranging branch of computer science concerned with building smart machines capable of performing tasks that typically require human intelligence. Advancements in machine learning and deep learning are creating a paradigm shift in virtually every sector of the tech industry.
  • AIDA – Attention, Interest, Desire, Action: This is a motivation method designed to motivate people to buy by gaining their attention, interest, desire for the product, and then inspiring them to take action. AIDI is an effective approach to cold calling and direct response advertising.
  • AM – Account Manager: An AM is a salesperson responsible for managing a large customer account or a large group of accounts.
  • API – Application Programming Interface: A means for disparate systems to speak to one another. Requests and responses are formatted so that they can communicate with one another. Just as a browser makes an HTTP request and returns HTML, APIs are requested with an HTTP request and return XML or JSON.
  • AR – Augmented Reality: a technology that superimposes a computer-generated virtual experience on a user’s view of the real world, thus providing a composite view.
  • ARPA – Average MRR (monthly recurring revenue) Per Account – This is a figure that incorporates the mean amount of monthly revenue across all accounts
  • ARR – Annual Recurring Revenue: Used in most businesses that produce annual yearly contracts. ARR= 12 X MRR
  • ASO – App Store Optimization: a combination of the strategy, tools, procedures, and techniques deployed to help your mobile application rank better and monitor its ranking within App Store search results.
  • ASR – Automatic Speech Recognition: the ability of systems to understand and process natural speech. ASR systems are used in voice assistants, chatbots, machine translation, and more.
  • AT – Assisted Technologies: any technology that a person with a disability uses to increase, maintain, or improve their functional capabilities. 
  • ATT – App Tracking Transparency: A framework on Apple iOS devices that provides users with the ability to both authorize and see how their user data is tracked by the user or by device by the mobile application.
  • AutoML – Automated Machine Learning: A scalable deployment of Machine Learning within Salesforce that accommodates all customers and all use cases without the need for data scientists to deploy.
  • AWS – Amazon Web Services: Amazon’s web services have over 175 services for a wide range of technologies, industries, and use cases offering a pay-as-you-go approach for pricing.

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Sales & Marketing Acronyms and Abbreviations (B)

  • B2B – Business to Business: B2B describes the task of marketing or selling to another business. Many retail stores and services cater to other businesses and most B2B transactions happen behind the scenes before a product reaches consumers.
  • B2C – Business to Consumer: B2C is the traditional business model of businesses marketing directly to the consumer. B2C marketing services include online banking, auctions, and travel, not just retail.
  • B2B2C – Business to Business to Consumer: an e-commerce model that combines B2B and B2C for a complete product or service transaction. A business develops a product, solution, or service and provides it to the other business’ end-users.
  • BI – Business Intelligence: A toolset or platform for analysts to access data, manipulate it, and then display it. The report or dashboard outputs enable business leaders to monitor KPIs and other data in order to make better decisions.
  • BOGO – Buy One Get One: “Buy one, get one free” or “two for the price of one” is a common form of sales promotion. 
  • BOPIS – Buy Online Pick-Up In-Store: A methodology where consumers can purchase online and pick-up immediately at a local retail outlet. This had significant growth and adoption due to the pandemic. Some retailers even have drive-up stations where an employee loads the goods directly in your car.
  • BR – Bounce Rate: A bounce rate refers to the action a user takes when on your website. If they land on a page and leave to go to another site, they’ve bounced off of your page. It can also refer to email which refers to emails that don’t reach an inbox. It is a KPI of the performance of your content and a high bounce rate can signify ineffective marketing content among other issues.
  • BANT – Budget Authority Need Timeline: This is a formula used to determine whether it’s the right time to sell to a prospect.
  • BDR – Business Development Representative: A senior-level specialized sales role that is responsible for developing new business relationships, partners, and opportunities.

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Sales & Marketing Acronyms and Abbreviations (C)

  • CAC – Customer Acquisition Costs – One of the sales acronyms for measuring ROI. All costs related to acquiring a customer. The formula for calculating CAC is (spend + salaries+ commissions + bonuses + overhead)/ # of new customers during that time period.
  • CAN-SPAM – Controlling the Assault of Non-Solicited Pornography and Marketing: This is the US law passed in 2003 that prohibits businesses from emailing without permission. You need to include an unsubscribe option in all emails and you should not add names to it without expressed permission.
  • CASS – Coding Accuracy Support System: enables the United States Postal Service (USPS) to evaluate the accuracy of software that corrects and matches street addresses. 
  • CCPA – California Consumer Privacy Act: a state statute intended to enhance privacy rights and consumer protection for residents of California, United States.
  • CCR – Customer Churn Rate: A metric used to measure customer retention and value. The formula for determining CCR is: CR= (# of customers at beginning of period – # customers at the end of measurement period) / (# of customers at the beginning of the measurement period)
  • CDP – Customer Data Platform: a central, persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned, and combined to create a single customer profile (also known as a 360-degree view). This data can be then utilized for marketing automation purposes or by customer service and sales professionals to better understand and respond to customer needs. The data may also be integrated with marketing systems to better segment and target customers based on their behavior.
  • CLM – Contract Lifecycle Management: the proactive, methodical management of a contract from initiation through award, compliance, and renewal. Implementing CLM can lead to significant improvements in cost savings and efficiency. 
  • CLTV or CLV – Customer Lifetime Value: A projection that connects the net profit to the entire lifecycle relationship of a customer.
  • CMO – Chief Marketing Officer: An executive position responsible for driving awareness, engagement, and demand for sales (MQLs) within an organization.
  • CMP – Content Marketing Platform: A platform to assist content marketers to plan, collaborate, approve, and distribute content for sites, blogs, social media, content repositories, and/or advertising.
  • CMRR – Committed Monthly Recurring Revenue: Another sales acronym from the accounting side. This is a formula for calculating the MMR in the coming fiscal year. The formula for calculating CMRR is (Current MMR + future committed MMR, minus the MMR of customers unlikely to renew in the fiscal year.
  • CMS – Content Management System: This refers to an application that consolidates and facilitates the creation, editing, management, and distribution of content. Generally used to refer to a website, examples of CMS are Hubspot and WordPress.
  • CMYK – Cyan, Magenta, Yellow, and Key: a subtractive color model, based on the CMY color model, used in color printing. CMYK refers to the four ink plates used in some color printing: cyan, magenta, yellow, and key.
  • CNN – Convolutional Neural Network: a type of deep neural network often used for computer vision tasks.
  • COB – Close of Business: As in… “We need to meet our May quota by COB.” Often used interchangeably with EOD (End of Day). Historically, COB/EOD means 5:00 pm.
  • CPC – Cost Per Click: This is a method publishers use to charge for ad space on a website. Advertisers only pay for the ad when it is clicked, not for exposures. It can show up on hundreds of sites or pages, but unless it is acted upon, there is no charge.
  • CPG – Consumer Packaged Goods: Products that are sold quickly and at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, candies, cosmetics, over-the-counter drugs, dry goods, and other consumables.
  • CPI – Customer Performance Indicators: Metrics focused on the perception of the customer such as time to resolution, availability of resources, ease of use, likelihood to recommend, and value of the product or service. These metrics are directly attributable to customer retention, acquisition growth, and increased value per customer.
  • CPL – Cost Per Lead: CPL considers all of the costs that go into generating a lead. Including advertising dollars spent, collateral creation, web hosting fees, and various other costs, for example.
  • CPM – Cost Per Thousand: CPM is another method publishers use to charge for advertising. This method charges per 1000 impressions (M is the Roman numeral for 1000). Advertisers are charged for every time their ad is seen, not how many times it’s clicked.
  • CPQ – Configure Price Quote: Configure, price quote software is a term used in the business-to-business (B2B) industry to describe software systems that help sellers quote complex and configurable products. 
  • CRM – Customer Relationship Management: CRM is a type of software that allows companies to manage and analyze customer interactions throughout their relationship and lifecycle in order to enhance those relationships. CRM software can help you to convert leads, nurture sales and assist in retaining customers.
  • CR – Conversion Rate: The number of people who act, divided by the number that could have. For example, if your email campaign reaches 100 prospects and 25 replies, your conversion rate is 25%
  • CRO – Chief Revenue Officer: An executive that oversees both the sales and marketing operations within a company.
  • CRO – Conversion Rate Optimization: This acronym is shorthand for taking an objective look at marketing strategy including websites, landing pages, social media, and CTAs to improve the number of prospects that are converted into customers.
  • CSV – Comma-Separated Values: It is a file format often used for exporting and importing data within systems. As the name suggests, CSV files use commas to separate values in the data.
  • CTA – Call to Action: The aim of content marketing is to inform, educate or entertain readers, but ultimately the goal of any content is to get readers to take action on the content they’ve read. A CTA can be a link, button, image, or web-link that drives the reader to act by downloading, calling, registering or attending an event.
  • CTOR – Click-To-Open Rate: Click-to-open rate is the number of clicks out of the number of emails opened rather than the number of delivered emails. This metric provides feedback on how the design and messaging resonated with your audience, since these clicks are only from people that actually viewed your email.
  • CTR – Click Through Rate: CTR is a KPI related to the CTA… how’s that for a little alphabet soup! A web page or email click-through rate measures the percentage of readers who take the next action. For example, in the case of a landing page, the CTR would be the total number of people who visit the page divided by the number who take action and move onto the next step.
  • CTV – Connected TV: a television that has an ethernet connection or can connect to the internet wirelessly, including TVs that are used as displays connected to other devices that have internet access.
  • CX – Customer Experience: a measure of all of the contact points and interactions a customer has with your business and brand. This could include the usage of your product or service, engaging with your website, and communicating and interacting with your sales team.

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Sales & Marketing Acronyms and Abbreviations (D)

  • DAM – Digital Asset Management: A platform and storage system for rich media files including images and videos. These platforms enable corporations to manage their assets as they create, store, organize, distribute, and – optionally – convert brand-approved content in a centralized location.
  • DBOR – Database Of Record: The data source of your contact across systems that has the most up-to-date information. Often known as the source of truth.
  • DCO – Dynamic Content Optimization: display advertising technology that creates personalized ads based on data about the viewer in real-time as the ad is being served. Personalization of the creative is dynamic, tested, and optimized – resulting in increased click-through rates and conversions.
  • DL – Deep Learning: refers to machine learning tasks that use neural networks containing multiple layers. At the same time, increasing the number of layers requires more computer processing power and usually a longer training time for the model.
  • DMP – Data Management Platform: A platform that merges first-party data on audiences (accounting, customer service, CRM, etc.) and/or third-party (behavioral, demographics, geographic) data so that you can target them more effectively.
  • DPI – Dots per Inch: The resolution, as measured by how many pixels are engineered per inch into the screen or printed on a material.
  • DSP – Demand Side Platform: An advertising purchasing platform that accesses multiple advertising outputs and enables you to target and bid on impressions in real-time.
  • DXP – Digital Experience Platform: enterprise software for digital transformation focused on optimizing the customer’s experience. These platforms can be a single product but are often a suite of products incorporating digitized business operations and connected customer experiences. With centralization, they also provide analytics and insight focused on the customer’s experience.

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Sales & Marketing Acronyms and Abbreviations (E)

  • ELP – Enterprise Listening Platform: A platform that monitors digital mentions of your industry, brand, competitors, or keywords and helps you measure, analyze, and respond to what’s being said.
  • ERP – Enterprise Resource Planning: the integrated management of main business processes across large enterprise organizations.
  • ESP – Email Service Provider: A platform that enables you to send large volumes of marketing communications or transactional emails, manages subscribers, and complies with email regulations.
  • EOD – End of Day: As in… “We need to meet our May quota by EOD.” Often used interchangeably with COB (Close of Business). Historically, COB/EOD means 5 p.m.

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Sales & Marketing Acronyms and Abbreviations (F)

  • FAB – Features, Advantages Benefits: Another of the aspirational sales acronyms, this one reminds sales team members to focus on the benefits a customer will gain from their product or service, rather than what they’re selling.
  • FKP – Facial Keypoints: Points commonly plotted around the nose, eyes, and mouth, to create a facial signature unique for each individual.
  • FUD – Fear, Uncertainty, Doubt: A sales method that is used to get customers to leave, or not choose to work with a competitor by giving information that triggers doubt.

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Sales & Marketing Acronyms and Abbreviations (G)

  • GA – Google Analytics: This is the Google tool that helps marketers better understand their audience, reach, activity and metrics.
  • GAID – Google Advertising ID: a unique, random identifier provided to advertisers to track an Android device. Users can reset the GAIDs of their devices or disable them to exclude their devices from tracking.
  • GAN – Generative Adversarial Net: a neural network that can be used to generate new and unique content.
  • GDD – Growth-Driven Design: This is a redesign or development of a website in intentional increments making continuous data-driven adjustments.
  • GDPR – General Data Protection Regulation: a regulation on data protection and privacy in the European Union and the European Economic Area. It also addresses the transfer of personal data outside the EU and EEA areas.
  • GXM – Gift Experience Management: a strategy for sending gifts and gift cards digitally to prospects and customers to drive awareness, acquisition, loyalty, and retention.

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Sales & Marketing Acronyms and Abbreviations (H)

  • H2H – Human-To-Human: 1:1 personal sales and marketing efforts, typically scaled through automation, where a representative of a company sends a gift or personalized message to a prospect to spur engagement.
  • HTML – Hypertext Markup Language: HTML is a set of rules programmers use to create web pages. It describes the content, structure, text, images, and objects used on a webpage. Today, most web construction software runs HTML in the background.
  • HTTP – Hypertext Transfer Protocol: an application protocol for distributed, collaborative, hypermedia information systems.
  • HTTPS – Hypertext Transfer Protocol: an extension of the Hypertext Transfer Protocol. It is used for secure communication over a computer network and is widely used on the Internet. In HTTPS, the communication protocol is encrypted using Transport Layer Security or, formerly, Secure Sockets Layer.

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Sales & Marketing Acronyms and Abbreviations (I)

  • IAA – In-App Advertising: Advertisements of third-party advertisers that are published in a mobile application by means of ad networks.
  • IAP – In-App Purchase: Something purchased from within an application, typically a mobile application running on a smartphone or other mobile or tablet device.
  • ICA – Integrated Content Analytics: Content-related analytics that provides actionable insights using artificial intelligence (AI) technologies.
  • ICP – Ideal Customer Profile: A buyer persona that is created using actual data and inferred knowledge. It is the description of the ideal prospect for your sales team to pursue. Includes demographic information, geographic information, and psychographic characteristics.
  • IDFA – Identifier for Advertisers: is a random device identifier assigned by Apple to a user’s device. Advertisers use this to track data so they can deliver customized advertising. With iOS 14, this will be enabled through an opt-in request rather than by default.
  • ILV – Inbound Lead Velocity: The measurement of the rate at which leads are increasing.
  • iPaaS – Integration Platform as a Service: Automation tools used to connect software applications that are deployed in different environments, including both cloud applications and on-premise applications.
  • IPTV – Internet Protocol Television: the streaming of television content over Internet Protocol networks instead of through traditional satellite and cable television formats.
  • ISP – Internet Service Provider: An internet access provider that may also provide email services to a consumer or business.
  • IVR – Interactive Voice Response: Interactive voice response is a technology that allows humans to interact with a computer-operated phone system. Older technologies utilized phone keyboard tones… newer systems utilize voice response and natural language processing.

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Sales & Marketing Acronyms and Abbreviations (J)

  • JSON – JavaScript Object Notation: JSON is a format for structuring data that is sent back and forth via an API. JSON is an alternative to XML. REST APIs more commonly respond with JSON – an open standard format that uses human-readable text to transmit data objects consisting of attribute-value pairs.

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Sales & Marketing Acronyms and Abbreviations (K)

  • KPI – Key Performance Indicator: a measurable value that demonstrates how effectively a company is achieving its objectives. High-level KPIs focus on the overall performance of the business, while low-level KPIs focus on processes in departments such as sales, marketing, HR, support, and others.

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Sales & Marketing Acronyms and Abbreviations (L)

  • L2RM – Lead to Revenue Management: A model for engaging with customers. It incorporates processes and metrics and includes goals for new customer acquisition, up-selling existing customers, and growing revenue.
  • LAARC – Listen, Acknowledge, Assess, Respond, Confirm: A sales technique used when encountering negative feedback or objection during a sales pitch.
  • LAIR – Listen, Acknowledge, Identify, Reverse: Another of the sales acronyms dealing techniques. This one is used to counter objections in a sales pitch. First, listen to their concerns, then echo them back to acknowledge your understanding. Identify the primary reason for not buying and reverse their concern by reframing their objection in a positive manner.
  • LAT – Limited Ad Tracking: A mobile application feature allowing users to opt-out of having an ID for Advertisers (IDFA). With this setting enabled, the user’s IDFA appears blank, so the user will not see specific ads targeted at them because, as far as networks see, the device has no identity.
  • LSTM – Long Short-Term Memory: a variant of recurrent neural networks. The strength of LSTMs is their ability to remember information for a long period of time and apply it to the present task. 

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Sales & Marketing Acronyms and Abbreviations (M)

  • MAIDs – Mobile Advertising IDs or Mobile Ad IDs: a user-specific, resettable, anonymous identifier associated with the user’s smartphone device and supported by their mobile operating system. MAIDs help developers and marketers identify who is using their app.
  • MAP – Marketing Automation Platform: A technology that assists marketers to convert prospects into customers by removing high-touch, manually repetitive processes with automated solutions. Salesforce Marketing Cloud and Marketo are examples of MAPs.
  • MDM – Master Data Management: A process that creates a uniform set of data on customers, products, suppliers, and other business entities from different technology systems.
  • ML – Machine Learning: AI and ML are often used interchangeably, there are some differences between the two phrases.
  • MMS – Multimedia Messaging Service: allows SMS users to send multimedia content, including images, audio, phone contacts, and video files.
  • MNIST – Modified National Institute of Standards and Technology: The MNIST database is one of the most famous benchmark datasets in machine learning. 
  • MoM – Month-Over-Month: Changes expressed in relation to the previous month. MoM is typically more volatile than quarterly or year-over-year measurements and reflects events like holidays, natural disasters, and economic issues.
  • MQA – Marketing Qualified Account: the ABM equivalent of a marketing qualified lead. Just as an MQL is marked as ready to pass on to sales, the MQA is an account that’s shown a high enough level of engagement to indicate possible sales-readiness.
  • MQL – Marketing Qualified Leads: Any individual that has engaged with your firms marketing efforts and indicated they have a greater interest in your offerings and may become a customer is an MQL. Generally found at the top or middle of the funnel, MQLs can be nurtured by both marketing and sales to convert into customers.
  • MQM – Marketing Qualified Meetings: MQMs is a key performance indicator defined as a virtual CTA (call to action) across all your digital marketing programs and virtual events. 
  • MR – Mixed Reality: the merging of real and virtual worlds to produce new environments and visualizations, where physical and digital objects co-exist and interact in real-time.
  • MRM – Marketing Resource Management: platforms utilized to improve a company’s ability to orchestrate, measure, and optimize its marketing resources. This includes both human and platform-related resources.
  • MRR – Monthly Recurring Revenue: subscription-based services measure the predictable revenue expected on a monthly recurring basis.
  • MFAMulti-Factor Authentication: an extra layer of protection used to ensure the security of online accounts beyond just a username and password. The user enters the password and then is required to enter additional levels of authentication, sometimes responding with a code sent via text message, email, or through an authentication application.

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Sales & Marketing Acronyms and Abbreviations (N)

  • NER – Named Entity Recognition: an important process in NLP models. Named entities refer to proper names within the text – usually people, places, or organizations.
  • NFC – Near Field Communications: communication protocols for communication between two electronic devices over a distance of 4 cm or less. NFC offers a low-speed connection with a simple setup that can be used to bootstrap more capable wireless connections.
  • NLP- Natural Language Processing: the study of natural human language within machine learning, creating systems that fully understand that language.
  • NLU – Natural Language Understanding: Natural-language understanding is how artificial intelligence is able to interpret and comprehend the intent of the language processed using NLP.
  • NPS – Net Promoter Score: A metric for customer satisfaction with an organization. Net Promoter Score measures the likelihood that your customer will recommend your product or service to others. Measured on a scale of 0 – 10 with zero being least likely to recommend.

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Sales & Marketing Acronyms and Abbreviations (O)

  • OCR – Optical Character Recognition: the process of identifying written or printed characters.
  • OOH – Out-of-Home: OOH advertising or outdoor advertising, also known as out-of-home media or outdoor media, is advertising that reaches consumers while they are outside their homes.
  • OTT – Over-The-Top: a streaming media service offered directly to viewers online. OTT bypasses cable, broadcast, and satellite television platforms.

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Sales & Marketing Acronyms and Abbreviations (P)

  • PDF – Portable Document File:  PDF is a cross-platform file format developed by Adobe. PDF is the native file format for files accessed and modified using Adobe Acrobat. Documents from any application can be converted to PDF.
  • PPC – Pay Per Click: A publisher who charges advertisers for each action take (click) on their ad. See also CPC.
  • PFE – Probabilistic Facial Embeddings: a method for facial recognition tasks in unconstrained settings.
  • PII – Personally Identifiable Information: A US-based term for collected or purchased data that, on its own or when combined with other data, can be used to identify someone.
  • PIM – Product Information Management: managing information required to market and sell products through distribution channels. A central set of product data can be used to share/receive information with media such as websites, print catalogs, ERP systems, PLM systems, and electronic data feeds to trading partners.
  • PLM – Product Lifecycle Management: the process of managing the entire lifecycle of a product from inception, through engineering design and manufacture, to service and disposal of manufactured products.
  • PMProject Manager: the practice of initiating, planning, collaborating, executing, tracking, and closing the work of a team to achieve goals and timelines.
  • PMO – Project Management Office: a department within an organization that defines and maintains standards for project management.
  • PMP – Project Management Professional: is an internationally recognized professional designation offered by the Project Management Institute (PMI).
  • PQL – Product Qualified Leads: is a prospect who has experienced meaningful value and product adoption using a SaaS product through a free trial or freemium model.
  • PR
    • Page Rank: Page rank is determined by an algorithm used by Google that gives each website a numerical weight based on a number of different, confidential criteria. The scale used is 0 – 10 and this number is determined by a number of factors including inbound links, and the page rank of the linked sites. The higher your page rank, to more relevant and important your site is considered by Google.
    • Public Relations: PR’s goal is to gain free attention for your business. It strategically presents your business in a way that is newsworthy and interesting and is not a direct sales tactic.
  • PRM – Partner Relationship Management: a system of methodologies, strategies, and platforms that help a vendor to manage partner relationships.
  • PWA – Progressive Web App: a type of application software delivered via a web browser, built using common web technologies including HTML, CSS, and JavaScript.

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Sales & Marketing Acronyms and Abbreviations (Q)

  • QOE – Quality of Experience: Quality of Experience is a measure of the delight or annoyance of a customer’s experiences with a service. Specific to video, QoE is determined by the quality of the video streamed to the user device, and the quality of the playback when displaying the video on the user’s device.

Sales & Marketing Acronyms and Abbreviations (R)

  • REGEX – Regular Expression: a development method to search and identify a pattern of characters within the text to either match or replace the text. All modern programming languages support Regular Expressions.
  • REST – Representational State Transfer: An architectural style of API design for distributed systems to speak to one another via HTTP. 
  • RFID – Radio-frequency identification: uses electromagnetic fields to automatically identify and track tags attached to objects. An RFID system consists of a tiny radio transponder, a radio receiver, and a transmitter.
  • RFP – Request for Proposal: When a company is seeking marketing representation they will issue an RFP. Marketing companies then prepare a proposal based on the guidelines set in the RFP and present it to the potential client.
  • RGB – Red, Green, Blue: an additive color model in which red, green, and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green, and blue.
  • RMN – Retail Media Network: an advertising platform that is integrated into a retailer’s website, app, or other digital platforms, allowing brands to advertise to the retailer’s visitors.
  • RNN – Recurrent Neural Network: a type of neural network which has loops. Its structure is designed to allow previously processed information to affect how the system interprets new information.
  • ROAS – Return on Ad Spend: a marketing metric that measures the effectiveness of an advertising campaign by measuring the revenue generated per every dollar spent.
  • ROI – Return on Investment: Another of the sales acronyms dealing with accounting, this is a performance metric that measures profitability and is calculated using the formula ROI= (revenue – cost) / cost. ROI can help you to determine if a potential investment is worth the upfront and ongoing costs or if an investment or effort should be continued or terminated.
  • ROMI – Return on Marketing Investment: This is a performance metric that measures profitability and is calculated using the formula ROMI= (revenue – marketing cost) / cost. ROMI can help you to determine if a potential marketing initiative is worth the upfront and ongoing costs or if the effort should be continued or terminated.
  • RPA – Robotic Process Automation: business process automation technology based on metaphorical software robots or artificial intelligence /digital workers.
  • RSS – Really Simple Syndication: RSS is an XML markup specification for syndicating and sharing content. gives marketers and publishers a way to automatically deliver and syndicate their content. Subscribers receive automatic updates whenever new content is published.
  • RTB – Real-Time Bidding: a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction.

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Sales & Marketing Acronyms and Abbreviations (S)

  • SaaS – Software as a Service: SaaS is software hosted on the cloud by a third-party company. Marketing firms will often use SaaS to allow for easier collaboration. It stores information on the cloud and examples include Google Apps, Salesforce, and Dropbox.
  • SAL – Sales Accepted Lead: This is an MQL that has officially been passed to sales. It’s been reviewed for quality and is worthy of pursuit. Defining criteria for what qualifies and MQL to become a SAL can help sales reps decide whether they should invest time and effort into follow-up.
  • SDK – Software Developer Kit: To help developers get a head start, companies often publish a package to include a class or the necessary functions easily into projects that the developer is writing.
  • SDR – Sales Development Representative: A sales role that is responsible for developing new business relationships and opportunities.
  • SEM – Search Engine Marketing: Typically refers to search engine marketing specific to pay-per-click (PPC) advertising.
  • SEO – Search Engine Optimization: The purpose of SEO is to help a website or piece of content “get found” on the internet. Search engines like Google, Bing, and Yahoo scan online content for relevance. Using relevant keywords and long-tail keywords can help them to properly index a site so when a user conducts a search, it is more easily found. There are many factors that influence SEO and the actual algorithmic variables are closely guarded proprietary information.
  • SERP – Search Engine Result Page: The page you land on when you search for a specific keyword or term on a search engine. The SERP lists all of the ranking pages for that keyword or term.
  • SFA – Salesforce Automation: Sales acronym for software that automates sales activity like inventory control, sales, tracking customer interactions, and analyzing forecasts and projections.
  • SKU – Stock Keeping Unit: A unique identifier of an item for purchase. A SKU is often encoded in a barcode and allows vendors to scan and automatically track the movement of inventory. A SKU is typically composed of an alphanumeric combination of eight-or-more characters.
  • SLA – Service Level Agreement – An SLA is an official internal document that defines the role of both marketing and sales in the lead generation and sales process. It outlines the quantity and quality of leads marketing must generate and how the sales team will pursue each lead.
  • SM – Social Media: Examples include Facebook, LinkedIn, Twitter, Instagram, Pinterest, Snapchat, TikTok, and Youtube. SM sites are platforms that allow users to post content including video and audio. Platforms can be used for business or personal content and allow organic traffic as well as sponsored or paid posts.
  • SMART – Specific, Measurable, Attainable, Realistic, Time-Bound: Acronym used to define the goal-setting process. It helps you clearly define and set goals by outlining the action steps required to achieve them.
  • SMB – Small and Medium-Sized Businesses: Acronym that describes businesses with between 5 and 200M in revenues. Also refers to customers with 100 or fewer employees (small) up to 100 – 999 employees (medium-sized)
  • SME – Subject Matter Expert: an authority in a particular area or topic that is a resource for improving your customer communication. For marketers, potential clients, key clients, sales representatives, and customer service representatives are often SME’s that provide critical input. 
  • SMM
    • Social Media Marketing: Using social media platforms as a way to promote your content, advertise to prospects, engage with customers, and listen for opportunities or concerns with regards to your reputation.
    • SMM – Social Media Management: The process and systems that organizations utilize to deploy their social media marketing strategies.
  • SMS – Short Message Service: It’s one of the oldest standards to send a text-based message via mobile devices.
  • SOAP – Simple Object Access Protocol: SOAP is a messaging protocol specification for exchanging structured information in the implementation of web services in computer networks
  • SPIN – Situation, Problem, Implication, Need: A sales technique that is a “hurt and rescue” approach. You discover the prospect’s pain points and “hurt” them by expanding on potential consequences. Then you come to the “rescue” with your product or service
  • SQL
    • Sales Qualified Lead: An SQL is a lead that is ready to become a customer and fits the pre-determined criteria for a high-quality lead. SQLs are generally vetted by both marketing and sales before being designated as a sales-qualified lead.
    • Structured Query Language: a language used in programming and designed for managing data held in a relational database management system, or for stream processing in a relational data stream management system.
  • SRP – Social Relationship Platform: A platform that enables companies to monitor, respond, plan, create, and approve content across social media sites.
  • SSL – Secure Sockets Layer: cryptographic protocols designed to provide communications security over a computer network. 
  • SSP – Supply Side Platform: A platform that enables publishers to provide inventory to the advertising market so they can sell ad space on their site. SSPs often integrate with DSPs to expand their reach and opportunity to drive advertising revenue.
  • STP – Segmentation, Targeting, Position: The STP model of marketing focuses on commercial effectiveness, selecting the most valuable segments for a business, and then developing a marketing mix and product positioning strategy for each segment.

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Sales & Marketing Acronyms and Abbreviations and Abbreviations (T)

  • TAM – Technical Account Manager: a specialized product expert who works collaboratively with IT organizations to strategically plan for successful deployments and help realize optimal performance and growth.
  • TLD – Top-Level Domain: the domain at the highest level in the hierarchical Domain Name System of the Internet after the root domain. For the example www.google.com:
    • www = subdomain
    • google = domain
    • com = top-level domain
  • TTFB – Time to First Byte: an indication of the responsiveness of a web server or network resource measuring the duration from the user or client making an HTTP request to the first byte of the page being received by the client’s browser or requested code (for an API).

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Sales & Marketing Acronyms (U)

  • UCaaS – Unified Communication as a Service: used to integrate multiple internal communication tools across the enterprise by leveraging cloud-based resources.
  • UGC – User-Created Content: also known as user-generated content (UGC), is any form of content, such as images, videos, text, reviews, and audio, that has been posted by users on online platforms.
  • UGC – User-Generated Content: also known as user-created content (UCC), is any form of content, such as images, videos, text, reviews, and audio, that has been posted by users on online platforms.
  • UI – User Interface: The actual design that is interfaced with by the user.
  • URL – Uniform Resource Locator: Also known as a web address, it’s the web resource that specifies its location on a computer network and a mechanism for retrieving it.
  • USP – Unique Selling Proposition: Also known as a unique selling point, it’s the marketing strategy of making unique propositions to customers that convinced them to select your brand or switch to your brand. 
  • UTM – Urchin Tracking Module: five variants of URL parameters used by marketers to track the effectiveness of online campaigns across traffic sources. They were introduced by Google Analytics’ predecessor Urchin and are supported by Google Analytics.
  • UX – User Experience: Every interaction a customer has with your brand throughout the buying process. Customer experience influences the buyer’s perception of your brand. A positive experience converts potential buyers into customers and keeps current customers loyal.

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Sales & Marketing Acronyms and Abbreviations (V)

  • VOD – Video On Demand: is a media distribution system that allows users to access video entertainment without a traditional video entertainment device and without the limitations of a static broadcasting schedule.
  • VPAT – Voluntary Product Accessibility Template: summarizes the findings of an accessibility web audit and records how well the product or service conforms to the Section 508 Accessibility Standards, WCAG guidelines, and international standards.
  • VR – Virtual Reality: A computer-generated simulation of a three-dimensional environment that can be interacted with using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors.

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Sales & Marketing Acronyms and Abbreviations (W)

  • WCAG – Web Content Accessibility Guidelines – provide a single shared standard for web content accessibility that meets the needs of individuals, organizations, and governments internationally.
  • WWW – World Wide Web: commonly known as the Web, is an information system where documents and other web resources are identified by Uniform Resource Locators, which may be interlinked by hypertext, and are accessible over the Internet.

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Sales & Marketing Acronyms and Abbreviations (X)

  • XML – eXtensible Markup Language: XML is a markup language used to encode data in a format that is both human-readable and machine-readable.

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