Marketing glossary

A marketing glossary defines the terms growth and demand teams use to describe audiences, spend, and pipeline. It covers how demand is targeted and qualified — ICP, segmentation, lifecycle marketing — and how it is measured once it moves: attribution, pipeline velocity, and the funnel stages in between. These definitions matter most at the handover points, where marketing, sales, and support each use the same word to mean something slightly different. Each entry below gives a plain-language definition, and where a term is a measurable, the formula and a typical range. Related terms are linked so you can follow a thread rather than search twice.