Strategy & Growth terms

A classic framework covering product, price, place, and promotion.

An extended marketing mix that adds three service-focused Ps to the original four.

The idea that about 95% of business buyers are not ready to buy now, and only 5% are.

A B2B strategy that targets specific high value accounts with tailored marketing.

The stage where a business attracts and gains new users or customers.

The stage where a new user first experiences the product's core value.

A performance partnership that rewards referrals or attributed outcomes.

Managing marketing work in short cycles with frequent review and adjustment.

Marketing and selling from one organization to another.

Marketing and selling directly to individual consumers.

The total cost to acquire a customer across all channels, both paid and free.

A strategy of creating uncontested market space instead of competing in crowded markets.

The decision stage where a prospect is ready to buy and needs a final push.

How a company structures and relates its portfolio of brands, sub-brands, and products.

The extent to which people recognize or recall a brand.

The added value a brand name gives a product beyond its functional features.

The visible and verbal elements a company uses to shape how people recognize its brand.

The core themes or values that support and define a brand's identity.

The distinct place a brand aims to occupy in the minds of its target audience.

The core commitment a brand makes to customers about what they can expect.

The contrast between building long-term brand demand and driving immediate, measurable actions.

A startup efficiency measure comparing cash burned to new recurring revenue added.

A semi-fictional profile of a typical customer used to guide marketing decisions.

The average cost of acquiring a new customer.

The time it takes for a customer's gross profit to repay the cost of acquiring them.

A short document that defines a campaign's goals, audience, message, and scope.

The act of establishing an entirely new market category that did not exist before.

A strategy of defining and leading a new market category rather than competing in an existing one.

A cue or situation that prompts someone to think of and consider a category.

The combination of marketing channels a business uses to reach its audience.

A plan for which marketing channels to use and how they work together.

The percentage of customers or revenue lost over a set period.

The value expected from a customer across the relationship.

Tracking how long groups of customers who started together keep using a product.

A strategy that grows a business through an engaged community of users or fans.

The study of rivals to understand their strengths, weaknesses, and market position.

Revenue left after variable costs, available to cover fixed costs and profit.

The mix of fixed and variable costs a business or campaign carries.

A system and process for managing customer and prospect relationships.

Coordinating multiple channels so they share data and hand off to each other.

Encouraging a customer to buy related or complementary products alongside their main purchase.

A specific path a business uses to reach and win new customers.

A measure of how much effort a customer needed to complete a task or resolve an issue.

A measure of how satisfied customers feel with a product, service, or interaction.

Marketing that converts people who are already looking for a solution.

Marketing that builds awareness and interest before people are actively searching.

Creating and capturing interest in a category problem or solution.

Making a product or brand meaningfully distinct from competing options.

Exposure a brand gains through others, such as press, reviews, and word of mouth.

Extra recurring revenue earned from existing customers beyond their original purchase.

A model where satisfied customers build momentum that keeps fueling growth.

Estimating future results such as leads, sales, or revenue using data.

A strategy that coordinates activity across every funnel stage rather than one.

A simplified model of movement from awareness toward a desired outcome.

A plan for how a company brings a product to market and reaches its customers.

The share of recurring revenue kept from existing customers, excluding any expansion.

A scrappy, experiment driven pursuit of rapid growth, often using unconventional tactics.

A self-reinforcing cycle where an output feeds back to drive more growth.

A data driven approach to marketing focused on testing across the full customer lifecycle.

A framework that maps how a business acquires, keeps, and grows customers.

A description of the type of company or account that gets the most value from your product.

Attracting customers by creating helpful content they find on their own.

Aligning all marketing efforts so message and brand stay consistent everywhere.

A framework that views products as things people hire to make progress on a goal.

A structured scheme that rewards customers for repeat purchases and continued engagement.

A comparison of a customer's lifetime value to the cost of acquiring them.

Dividing a broad market into smaller groups with shared needs or traits.

A plan for assigning credit to the touchpoints that lead to conversions.

The money a company plans to spend on marketing over a set period.

Total revenue divided by total marketing spend across all channels in a period.

A model of the stages people move through from first awareness to becoming a customer.

The set of controllable elements a business combines to market a product effectively.

The people, processes, and tools that keep marketing running efficiently.

A document that lays out marketing goals, actions, timelines, and budgets for a period.

A target account showing enough engagement to warrant sales attention.

A long-term plan for how a business will reach and win its target customers.

The set of software tools a team uses to run and measure marketing.

A document that lays out where, when, and how much to spend on paid media.

How easily a brand comes to mind across the many situations in which people buy.

A structured document that defines what a brand says and how it says it.

A durable advantage that protects a business from competitors over time.

The consideration stage where interested prospects compare their options.

A lead that meets agreed marketing criteria for likely sales relevance.

Using several separate channels to reach customers, each managed on its own.

A loyalty measure based on how likely customers are to recommend a company.

Revenue kept from existing customers over time, including expansion and after losses.

When a product becomes more valuable as more people use it.

A goal-setting method that pairs an ambitious objective with a few measurable key results.

Marketing that gives customers one connected experience across every channel and device.

The cost to acquire customers through unpaid channels like SEO, referrals, or word of mouth.

Reaching out to prospects directly through ads, email, or calls to start contact.

Channels a brand fully controls, such as its website, blog, and email list.

The cost to acquire a customer counting only paid marketing channels and their spend.

Marketing channels a brand pays to use, such as ads and sponsored placements.

A framework that sorts marketing channels into paid, owned, and earned media.

The time needed for an investment's returns to repay its initial cost.

A chart that plots how customers perceive competing brands on two key attributes.

How easy a brand is to find and buy across places, times, and situations.

A measure of how fast revenue moves through the sales pipeline.

A five-stage growth framework covering acquisition, activation, retention, referral, and revenue.

Defining the distinctive place an offer should hold in a target audience's mind.

A short internal statement that defines who a product serves and why it stands apart.

The coordinated release of a new product or feature to the market.

A strategy where the product itself drives acquisition, conversion, and expansion.

The point where a product satisfies strong demand in a specific market.

The stage where existing users recommend a product to new people.

A system that rewards existing customers for introducing new customers to a business.

A chart showing what share of users or customers stay active over time.

The percentage of customers or users who remain active over a period.

A measure of profit earned relative to the cost of an investment.

The incremental profit from marketing divided by the marketing spend that drove it.

The stage where a business earns money from its users or customers.

Aligning marketing, sales, and customer success operations around shared revenue goals.

The typical time and steps it takes to close a sale.

The stages a prospect passes through from lead to closed sale.

A strategy where a sales team drives acquisition and revenue through direct selling.

The portion of the total market a company can realistically serve with its model.

The share of the serviceable market a company can realistically win in the near term.

How often monthly users return, measured as daily active users divided by monthly active users.

A framework listing strengths, weaknesses, opportunities, and threats to guide strategy.

A short, memorable phrase that captures a brand's identity or main promise.

The defined group a marketing effort is designed to reach and influence.

The specific group of customers a business decides to focus its marketing on.

Running small experiments, measuring results, and applying what you learn.

The awareness stage where people first discover a brand or problem.

The total revenue possible if a product captured its entire relevant market.

The direct revenues and costs tied to a single unit, such as one customer or order.

Encouraging a customer to buy a higher tier or larger version of a product.

A cycle where each user invites others who then invite more, spreading use.

Content or campaigns designed to spread rapidly as people share them with others.

Encouraging customers to talk about and recommend a brand to others.