RevOps glossary
Plain definitions of the RevOps terms behind routing, pipeline, the customer record and retention, with formulas where one is standard.
C
- ChurnChurn is the loss of customers or recurring revenue over a period, through cancellation or non-renewal, usually expressed as a rate.
- Closed-won handoffThe closed-won handoff is the transfer of a newly won customer, with its commitments and context, from Sales to the onboarding or Customer Success team.
- CRM data hygieneCRM data hygiene is the ongoing work of keeping CRM records complete, accurate, deduplicated and current, so routing and reporting can rely on them.
- Customer health scoreA customer health score combines signals such as product usage, support activity and engagement into one rating of how likely an account is to renew.
E
F
- Field governanceField governance is the set of rules for which CRM fields exist, what each means, who can edit it, which system writes to it and when it is retired.
- Forecast categoryA forecast category is the rep’s judgement of how likely an opportunity is to close in the period, commonly Pipeline, Best case, Commit and Closed.
G
I
L
- Lead routingLead routing is the set of rules that assigns each new lead to the right owner, by territory, segment, existing account ownership or availability.
- Lead-to-account matchingLead-to-account matching links a new lead to the existing account record it belongs to, usually by email domain, company name or other firmographic data.
M
- Marketing attributionMarketing attribution assigns credit for pipeline or revenue to the marketing touchpoints before it, using a model such as first-touch or multi-touch.
- Marketing qualified lead (MQL)A marketing qualified lead (MQL) is a lead that has met criteria agreed by Marketing and Sales, usually fit plus engagement, and is ready to pass to Sales.
N
P
R
- Renewal riskRenewal risk is the assessed likelihood that a customer will not renew, or will renew at lower value, when the contract comes up.
- RevOpsRevOps (revenue operations) runs the shared systems, data, definitions and processes behind Marketing, Sales and Customer Success.
- Round robinRound robin is a lead routing method that assigns new leads to a group of reps in turn, so each receives a fair share of the volume.
S
- Sales cycle lengthSales cycle length is the time from an opportunity’s creation to its close, usually measured in days for won deals.
- Sales qualified lead (SQL)A sales qualified lead (SQL) is a lead that Sales has qualified as a real buying opportunity, usually after a first conversation.
- Speed-to-leadSpeed-to-lead is the time between a lead raising a hand, such as a demo request, and the first meaningful response from a person on the revenue team.
- Stage definitionsStage definitions are the written entry and exit criteria for each opportunity stage, stated as buyer actions or verified facts.
- System of recordA system of record is the one system treated as the authoritative source for a given type of data, such as the CRM for accounts and opportunities.