Glossary

The terms we use with our clients, simply defined.

ABM: Account-based marketing. An approach that treats each target account as a market in its own right, with an approach tailored to the company.
Target account: Company selected because it resembles your best customers or represents a specific priority.
Decision-maker: Person who decides on or influences the purchase: general management, engineering, production or procurement.
Deliverability: The ability of written outreach to reach the recipient's inbox.
ICP: Ideal customer profile. Description of the companies most likely to buy: sector, size, activity and situation.
Market intelligence: Collection and analysis of market information: companies, decision-makers, investments and regulations.
Introduction: Arranging an initial discussion between your team and a decision-maker who has confirmed their interest.
Commercial opportunity: Discussion with an interested decision-maker that could lead to a proposal.
Qualification: Verification that an account and contact match the target and have a genuine interest before the meeting.
Commercial signal: External event prompting a company to act: regulation, investment, market change.
TAM: Total addressable market. All the companies that could buy your offering, measured by number of accounts.

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