Strategy & Growth terms

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.