Glossary

Business terms, explained simply.

Understand the language behind business strategy, systems, marketing, and sales. Each definition includes practical examples and mistakes to watch for.

Start with Revenue Architecture

20 terms, listed alphabetically

AI Automation for Business

The use of AI within a business workflow to interpret information, produce an output, or support a decision, with rules and human oversight appropriate to the task.

Brand Strategy

A set of long-term choices about whom a business serves, what it stands for, and how it wants to be understood, guiding its message, identity, and customer experience.

Business Coaching

A structured working relationship that helps a business owner improve their thinking, decisions, and follow-through through questions, reflection, feedback, and accountability.

Business Operating System (BOS)

The shared priorities, responsibilities, processes, tools, and review habits a business uses to coordinate its day-to-day work.

Business Process Automation (BPA)

Using technology to carry out repeatable steps in a business process, with defined rules, handoffs, and a way to handle exceptions.

CRM (Customer Relationship Management)

The practices used to manage relationships with prospects and customers. A CRM system is software that helps a team organize records, activity, and next steps.

Customer Acquisition Cost (CAC)

The acquisition-related sales and marketing cost per new customer, calculated using a defined cost scope and a consistent measurement period.

Customer Lifetime Value (CLV / LTV)

An estimate of the value a customer generates over their relationship with a business. State whether the figure measures revenue or value after specified costs.

Customer Retention

A business's ability to keep existing customers over time, supported by useful delivery, clear communication, and an experience that gives them a reason to stay or return.

Digital Marketing

The use of digital channels and content to help people discover a business, understand its offer, and take a relevant next step, such as enquiring, buying, or returning.

Email Marketing

Using relevant, permission-based email messages to inform subscribers, explain offers, and support ongoing customer relationships.

Landing Page

A web page built around a specific audience, offer, and next step, such as requesting information, registering for an event, or making a purchase.

Lead Generation

The process of identifying potential customers and creating opportunities for them to express interest, so a business can assess fit and begin a relevant conversation.

Marketing Funnel

A model for understanding how an audience moves from discovering a business to considering an offer and taking an action, such as making an enquiry or buying.

Paid Advertising (PPC)

Paying to distribute a message through an advertising channel. Pay-per-click (PPC) is one payment model within paid advertising, where a charge is tied to an ad click.

Revenue Architecture

The design of how a business attracts customers, turns interest into sales, delivers its offer, and supports continued growth as one connected system.

Sales Pipeline

A visual representation of where every potential deal stands in your sales process — from first contact through qualification, proposal, negotiation, and close.

Scaling a Business

Expanding a business's ability to serve demand without costs, complexity, or founder workload rising at the same rate, while protecting delivery quality.

SEO (Search Engine Optimization)

The work of making website content useful, accessible, and understandable so people can discover it through unpaid search results.

Social Media Marketing

Using social platforms to share useful content, build relationships, and help relevant people discover and engage with a business.