The CRM Glossary
Plain-English definitions of every CRM, sales pipeline, and AI CRM term. Built for buyers comparing tools and teams getting their pipeline in order.
Start hereCRM GlossaryA reference that defines every CRM, sales pipeline, lead, and AI CRM term in plain English.
CRM Fundamentals
CRM (Customer Relationship Management)Software that stores and manages every interaction a business has with its customers and prospects.CRM vs SpreadsheetWhy a CRM beats a spreadsheet once you have more than a handful of contacts.Account ManagementManaging the full relationship with a customer account over time.System of RecordThe single authoritative source for customer data across a business.
Pipeline & Deals
Sales PipelineA visual representation of where every deal stands in your sales process, stage by stage.Sales FunnelThe journey a prospect takes from awareness to purchase, narrowing at each stage.Deal StageA defined step in your pipeline that indicates how close a deal is to closing.OpportunityA qualified deal with real revenue potential, tracked through your pipeline.Stalled DealAn open deal that has stopped progressing through the pipeline.
Leads & Prospecting
Lead ScoringRanking leads by how likely they are to convert, so reps work the best ones first.MQL vs SQLThe difference between a marketing-qualified lead and a sales-qualified lead.ProspectA qualified lead who fits your ideal customer and is worth actively pursuing.Inbound LeadA lead who reaches out to you first, through a call, form, chat, or referral.Ideal Customer Profile (ICP)A description of the company or person most likely to become a great customer.Buyer PersonaA semi-fictional profile of a typical buyer, used to guide sales and marketing.
Data & Records
Lead EnrichmentAdding context to a lead record, such as intent, fit, company data, and conversation history.CRM Data HygieneKeeping CRM records accurate, complete, and free of duplicates.Duplicate RecordsMultiple CRM entries for the same person or company, causing confusion and bad reporting.FirmographicsCompany-level attributes like industry, size, revenue, and location.Contact RecordThe single profile holding everything you know about one contact.Activity LogThe chronological history of every interaction on a contact or deal.
Sales Operations
Demand GenerationMarketing activity that creates awareness and interest before a lead exists.Cold CallingCalling prospects who have had no prior contact with your business.CRM IntegrationConnecting your CRM to the other tools your business runs on.CRM MigrationMoving your data and workflows from one CRM to another.CRM AdoptionHow consistently your team actually uses the CRM.Sales CadenceA scheduled sequence of touches, calls, emails, texts, to work a lead.Follow-UpReaching back out to a lead or customer after an initial interaction.Drip CampaignAn automated series of messages sent on a schedule or by trigger.Sales EnablementGiving reps the content, data, and tools to sell more effectively.Territory ManagementDividing accounts and leads among reps by region, segment, or rules.Service-Level Agreement (SLA)A committed standard, like response time, for handling leads or tickets.
Metrics & Reporting
Pipeline VelocityHow quickly deals move through your pipeline and generate revenue.Speed to LeadHow fast you respond to a new lead after they reach out.Customer RetentionKeeping existing customers engaged and renewing over time.Average Handle Time (AHT)The average total time an agent spends on a customer interaction, including hold and follow-up work.Weighted PipelinePipeline value adjusted by each deal's probability of closing.Pipeline CoverageThe ratio of open pipeline to your sales target for a period.Net Revenue Retention (NRR)Revenue retained from existing customers including expansion, net of churn.Sales QuotaA revenue or activity target a rep or team is expected to hit.
AI in CRM
AI CRMA CRM that uses AI to populate records, score leads, and act on conversations automatically.Conversation IntelligenceAI that analyzes calls and messages to extract insights, coaching, and CRM data.Call TranscriptionConverting recorded calls into searchable, structured text.Predictive AnalyticsUsing data and AI to forecast outcomes like which deals will close.AI Call SummaryAn automatic, structured recap of what happened on a call.
Phone & Telephony
VoIP PhoneA phone, hardware or software, that places calls over the internet using VoIP.TelephonyThe technology that carries voice communication between people over a distance.Cloud TelephonyPhone service delivered over the internet from the provider's servers, with no on-site hardware.SIP TrunkingA method of delivering phone lines to a PBX over the internet using the SIP protocol.JitterVariation in the delay of voice data packets that degrades call quality.Virtual Phone NumberA phone number not tied to a specific device or line, routable to any phone over the internet.DID Number (Direct Inward Dialing)A direct phone number that routes straight to a specific person or extension.How VoIP WorksVoIP converts voice into data packets, sends them over the internet, and reassembles them at the other end.Hosted VoIPVoIP phone service delivered and managed entirely from the provider's cloud.SIP PhoneA phone that uses the SIP protocol to place and receive calls over the internet.SIP CallingMaking calls over the internet using the Session Initiation Protocol to start and end each session.PSTN (Public Switched Telephone Network)The traditional circuit-switched phone network that carries calls over physical copper lines.POTS (Plain Old Telephone Service)The basic analog landline service that runs over copper wires on the traditional phone network.PRI (Primary Rate Interface)A digital ISDN connection that delivers multiple phone channels to a business over one circuit.IP TelephonyThe delivery of voice communication over an IP network instead of the traditional phone line.CPaaS (Communications Platform as a Service)A cloud platform that lets businesses add voice, SMS, and video to their own apps through APIs.Cloud CommunicationsVoice, messaging, and video services hosted in the cloud and delivered over the internet.A2P 10DLCA US standard for sending application-to-person text messages over standard 10-digit long codes.Number PortingTransferring an existing phone number from one carrier or provider to another.LOA (Letter of Authorization)A signed document that authorizes a new provider to port your phone number from the old one.QoS (Quality of Service)Network settings that prioritize voice traffic so calls stay clear under load.Do Not Disturb (DND)A phone setting that silences incoming calls and routes them elsewhere while active.
Contact Center & Support
Omnichannel Contact CenterA support operation that handles calls, chat, email, and SMS in one connected system.IVR (Interactive Voice Response)An automated phone menu that routes callers using voice or keypad input.Call MaskingHiding the real phone numbers of both parties behind a temporary proxy number.Call MonitoringListening to or reviewing calls to assess quality, compliance, and coaching needs.ChatbotSoftware that holds a text conversation with users to answer questions or complete tasks.Phone ExtensionA short internal number that routes to a specific person or department within a phone system.Call RoutingThe rules that direct each incoming call to the right person, team, or queue.DNIS (Dialed Number Identification Service)A feature that tells a phone system which number a caller dialed, so it can route accordingly.Call TrackingAssigning unique numbers to campaigns to measure which marketing drives phone calls.
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