Marketing and CRM terms, explained plainly

CRM and sales terms

The words your sales process is built on: contacts, leads, deals and the pipeline they move through.

• CRM (Customer Relationship Management): Customer relationship management: the practice, and the software, of keeping every interaction with every customer and prospect in one shared place.
• Sales pipeline: The ordered stages a potential sale moves through, from new lead to won or lost, shown as a board so you can see every open deal at once.
• Lead: A person or company that has shown interest in what you sell and given you a way to reach them, but has not bought yet.
• Lead scoring: Assigning points to leads based on who they are and what they do, so sales knows who to call first.
• Deal: A potential sale tracked in your pipeline, with a value, a stage, an owner and a next step, until it is won or lost.
• Customer lifetime value (CLV): The total revenue you can reasonably expect from one customer over the whole relationship, used to decide what you can afford to spend winning them.

Email marketing terms

From deliverability to drip campaigns: what decides whether your emails land, get opened and get clicked.

• Email marketing: Sending commercial messages to people who gave you their email address: newsletters, offers, onboarding and follow-up, to an audience you own.
• Email automation: Emails sent automatically when something happens, a sign-up, a booking, an abandoned enquiry, instead of someone pressing send each time.
• Drip campaign: A pre-written series of emails sent in a fixed order over days or weeks, dripping information to subscribers instead of delivering everything at once.
• Email deliverability: Whether your emails actually reach the inbox instead of the spam folder or being rejected, decided by your sender reputation, authentication and list hygiene.
• Open rate: The percentage of delivered emails that recipients open, the first signal of whether your subject line and sender name earn attention.
• Click-through rate (CTR): The percentage of email recipients who clicked a link, the clearest signal that your content made someone act.
• Segmentation: Dividing your contacts into groups that share a trait, city, plan, behaviour, so each group gets the message that fits it.

Webinar and live event terms

The vocabulary of online events, from the registration page to the replay.

• Webinar: A live online seminar: a presentation or workshop delivered over the web to a registered audience, with interaction like Q&A and polls.
• Live streaming: Broadcasting real-time video to an audience over the internet, from a single presenter with a webcam to a produced multi-camera event.
• Virtual event: Any organised event held online rather than in a venue: webinars, conferences, workshops, launches and town halls delivered to remote attendees.
• Webinar funnel: The path a webinar takes people on: promotion, registration, reminders, attendance, follow-up and sale, with drop-off measured at each step.
• Town hall (all-hands meeting): A company-wide meeting where leadership addresses all employees at once, takes questions and records who was briefed, often run online or hybrid.

Booking and scheduling terms

How appointments get booked, remembered and kept.

• Appointment scheduling: Letting clients book time with you through a page that shows your real availability, instead of trading messages to find a slot.
• Booking page: The public page where a client picks a time from your live availability and confirms the appointment without messaging you first.
• No-show: A booked appointment the client never attends: lost time for service businesses, and the main thing reminders exist to prevent.
• Calendar sync: Keeping your booking system and your personal or work calendars in agreement, so busy times block automatically and new bookings appear everywhere.

Lead generation and conversion terms

How strangers become visitors, visitors become leads and leads become customers.

• Lead generation: Everything you do to attract strangers and convert them into leads: content, offers, forms, webinars, outreach and referrals that produce people you can follow up with.
• Landing page: A standalone page built for one campaign and one action: the place an ad, email or post sends people to sign up, register or buy.
• Conversion rate: The percentage of people who take the action you wanted, out of all who had the chance: visitors who register, leads who buy, recipients who click.
• Call to action (CTA): The specific instruction that tells the reader what to do next: the button, link or line that turns interest into an action.
• Lead magnet: A free, genuinely useful resource given in exchange for contact details: a guide, checklist, template, webinar or tool that starts the relationship.
• Opt-in: Explicit permission from a person to be contacted: the consent, usually a checkbox or form submit, that makes marketing to them legitimate.
• A/B testing: Comparing two versions of a page or email against each other with real traffic, keeping the one that measurably performs better.

Marketing and measurement terms

The numbers and mechanisms behind campaigns you can actually learn from.

• Marketing automation: Software that runs repeatable marketing work by itself: sending sequences, scoring leads, updating records and alerting sales when triggers fire.
• UTM parameters: Short tags added to a link, like ?utm_source=instagram, that tell your analytics exactly which campaign, channel and post each visitor came from.
• Churn rate: The percentage of customers or subscribers who leave in a period: the leak in the bucket that decides how fast you must refill it.
• Customer acquisition cost (CAC): Everything you spend on sales and marketing to win one new customer: ads, tools, time and people, divided by the customers they produced.
• Sender reputation: The trust score mailbox providers keep on your sending domain and address, built from engagement and complaints, deciding whether your mail reaches the inbox.
• Live chat: A chat widget on your website that lets visitors message you in real time, answering questions while the intent to buy is still warm.
• Social media management: Running a brand's social presence as a system: planning, scheduling and publishing posts across platforms, then measuring what the audience does with them.

Why a glossary on a CRM site?

These are the terms our guides and product pages use every day, so we keep a plain-English definition of each one rather than leaving you to piece it together from search results. Every definition ends with how the idea shows up in Medivot, where that is genuinely the case, and links to the guides that go deeper.