Essential b-to-b marketing acronymsHere’s our cheat sheet for key marketing acronyms

Sales Force Automation. The foundational platform that sales organizations set in place to increase efficiency and productivity; it sets the direction for deployment of the rest of the application toolkit, and supports the sales process.

Key Performance Indicator. These are measurements that indicate the health of the business, typically focused on aggregate growth, costs, market share and profit.

Technology, Recruitment, Enablement and Demand Creation. Represents the four most common (and critical)layers of b-to-b channel investment.

Voice of the Customer. A broad, ongoing effort to evolve into a customer-centric organization, where both company resources and effort will be closely aligned with customer priorities.

Account-Based Marketing. The application of demand creation programs and messaging on either a company-by-company or account-by-account (for larger customers/prospects with multiple business units/ geographic locations) basis.

Marketing Automation Platform. A technology solution that helps enable the seeding, creation, nurturing and acceleration of demand within a new or existing customer base. Key functionality representing the hallmarks of a MAP includes: data quality, data integration, data analytics, list building, reporting, analytics, and dashboards, among others.

ABM

MAP

TRED

SFA

Budget, Authority, Need and Timeframe. One of the three main categories of lead scoring attributes (the others are demographics and activity). It represents a group of signals that indicate the prospect’s readiness to initiate a buying process. B

ANT

KPI

VOC

Learning Management System. A software system that allows an organization to conduct e-learning, training and/or education programs, as well as track and report on the activity of students who use the software.LM

S