B2B CRM Glossary
Definitions for core CRM and revenue terms used across sales, RevOps, and customer success.
Lead
A person or company showing initial interest but not yet fully qualified for an active deal.
MQL
Marketing Qualified Lead. A lead that meets marketing criteria and is ready for sales qualification.
SQL
Sales Qualified Lead. A lead validated by sales as a realistic opportunity to pursue.
ICP
Ideal Customer Profile. The type of company most likely to benefit from and buy your solution.
Pipeline
The set of active opportunities moving through clearly defined deal stages.
ARR
Annual Recurring Revenue. Recurring subscription revenue normalized to a yearly value.
MRR
Monthly Recurring Revenue. Predictable subscription revenue expected each month.
Churn
Lost customers or lost recurring revenue over a given time period.
NRR
Net Revenue Retention. Revenue retained from existing customers after expansion and churn.
Lead Scoring
A prioritization model that ranks leads using fit signals and behavior signals.
Multi-funnel
Running multiple parallel funnel tracks for different segments, products, or buyer motions.