Strategy & Growth terms

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.