CRM glossary: every term, plain English

A company or organization record in a CRM, typically linked to one or more contacts and deals.

Any logged interaction — a call, email, meeting, or note — tied to a contact, account, or deal.

The rate at which customers stop doing business with a company over a given period.

An individual person record in a CRM, usually linked to an account.

The percentage of leads or opportunities that progress to the next stage or to a closed-won deal.

A potential sale being tracked through a pipeline from first contact to close.

A projection of expected revenue based on current pipeline data and historical win rates.

A person or organization that has shown potential interest but hasn't yet been qualified as an opportunity.

A method of ranking leads by likelihood to convert, based on behavior or firmographic data.

The set of stages a deal moves through from first contact to close.

A measure of how quickly deals move through the pipeline, often used to estimate revenue over time.

A defined sequence and timing of outreach touches — calls, emails, follow-ups — used with a prospect.

Tools, content, and processes that help a sales team sell more effectively.

Dividing contacts or accounts into groups based on shared characteristics, for targeted outreach or analysis.

A defined step in a sales pipeline, such as 'qualification' or 'negotiation.'

A defined segment of accounts or geography assigned to a specific sales rep or team.

Any single interaction between a business and a customer or prospect.

The percentage of opportunities that close as won, out of all opportunities that reach a decision.