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Scale-Up Glossary
Master the essential terms, metrics, and concepts every scale-up founder needs to know. From growth hacking to financial metrics, understand the language of scaling.
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Showing 243 of 243 terms
9-Box Grid
People & CultureDefinition
Matrix for talent evaluation across performance and potential.
Use Case
Used for succession planning and development investments.
Related Terms
Performance ManagementTalent Density
A/B Testing
GrowthDefinition
Controlled experiments comparing two versions of a page, feature, or message to optimise outcomes.
Use Case
Used for improving conversion rates on landing pages, emails, or pricing.
Related Terms
Conversion RateExperiment BacklogFunnelMultivariate TestingSample SizeStatistical Significance
AARRR Metrics (Pirate Metrics)
MetricsDefinition
Framework: Acquisition, Activation, Retention, Referral, Revenue.
Use Case
Used to identify bottlenecks in the customer journey.
Related Terms
Activation RateFunnelNorth Star MetricReferralRetention RateRevenue
Account-Based Marketing (ABM)
ProductDefinition
Targeted marketing and sales approach focused on specific high-value accounts.
Use Case
Used to penetrate defined segments and increase deal sizes.
Related Terms
Demand GenerationICPPersonalization
Activation Rate
MetricsDefinition
Percentage of new users who complete a defined ‘aha moment’ or first-value action.
Use Case
Used to improve onboarding and predict retention.
Related Terms
AARRR Metrics (Pirate Metrics)Conversion RateOnboardingTime to Value (TTV)
Adoption Rate
GrowthDefinition
Percentage of users adopting a product or feature within a period.
Use Case
Used to track uptake post-launch and guide retention strategy.
Related Terms
Activation RateFeature AdoptionUsage Score
Annual Recurring Revenue (ARR)
MetricsDefinition
Run-rate annualized subscription revenue (typically MRR x 12).
Use Case
Used as the standard revenue metric in SaaS for valuation and planning.
Related Terms
ARR MultipleBillingsBookingsMRR
Annual Revenue
FinanceDefinition
Total revenue recognized in a fiscal year from all sources.
Use Case
Used to measure business scale and assess valuation multiples.
Related Terms
ARPUARRBillingsBookingsMRR
Anti-dilution Protection
FinanceDefinition
Provision adjusting conversion price to protect investors in down rounds.
Use Case
Used to preserve investor ownership economics when raising at lower valuations.
Related Terms
Full-RatchetTerm SheetWeighted Average
API
ProductDefinition
Interface allowing systems to integrate.
Use Case
Enables ecosystem strategy.
Related Terms
Platform Strategy
ARPU (Average Revenue Per User)
FinanceDefinition
Total revenue divided by the number of users or customers in a given period.
Use Case
Used to measure monetization efficiency and benchmark against peers.
Related Terms
ARRGrowth RateLTVMRRUnit Economics
ARR (Annual Recurring Revenue)
FinanceDefinition
Predictable yearly subscription revenue, usually MRR × 12.
Use Case
SaaS fundraising metric #1 — always cited in decks.
Related Terms
MRRBurn Multiple
ARR Growth
FinanceDefinition
Percentage increase in Annual Recurring Revenue over a defined period.
Use Case
Used to assess business momentum and forecast investor expectations.
Related Terms
ARRBurn MultipleGrowth RateMRRRule of 40
ARR Multiple
FinanceDefinition
Enterprise value divided by ARR.
Use Case
Used by investors to benchmark valuation versus peers.
Related Terms
ARRGross MarginGrowth Rate
Attribution (Marketing)
ProductDefinition
Method to assign credit to touchpoints across the buyer journey (single- or multi-touch).
Use Case
Used to optimize channel spend and messaging.
Related Terms
Demand GenerationMQLSQL
Average Contract Value (ACV)
MetricsDefinition
Average value of a customer contract over 12 months, excluding one-time fees.
Use Case
Used to segment go-to-market motions (self-serve vs mid-market vs enterprise).
Related Terms
ASPSales Cycle LengthTCVWin Rate
Average Revenue per User
FinanceDefinition
Synonym for ARPU; measures the average revenue generated per customer.
Use Case
Used to analyze pricing effectiveness and upsell potential.
Related Terms
ARPUCACLTV
Balance Growth/Expansion
GrowthDefinition
Maintaining a sustainable trade-off between acquiring new customers and expanding existing ones.
Use Case
Used to stabilize ARR growth and improve NRR.
Related Terms
ARR GrowthExpansion EfficiencyNRR
BANT
Sales & MarketingDefinition
Qualification framework: Budget, Authority, Need, Timing.
Use Case
Used to assess opportunity quality and prioritize leads.
Related Terms
Qualification FrameworksSQLWin Rate
BCP/DR
Security & ComplianceDefinition
Business Continuity Planning and Disaster Recovery processes and tests.
Use Case
Used to ensure resilience and meet enterprise requirements.
Related Terms
ISO 27001Incident Management
Beta Program
ProductDefinition
Pre-release program to test features with selected customers and gather feedback.
Use Case
Used to validate usability, performance, and value before GA.
Related Terms
ChangelogGA (General Availability)Release Notes
BI (Business Intelligence)
OperationsDefinition
Data pipelines, models, and dashboards for decision-making.
Use Case
Used to provide self-serve insights and governance.
Related Terms
DashboardsMetrics GovernanceRevOps
Billings
MetricsDefinition
Invoiced amounts in a period.
Use Case
Used as a cash flow proxy and to manage collections and working capital.
Related Terms
ARRBookingsDeferred RevenueRevenue Recognition
Bookings
MetricsDefinition
Signed customer commitments for revenue (not yet recognized).
Use Case
Used for sales performance tracking and capacity planning.
Related Terms
ARRBillingsMRRRevenue Recognition
Broader Cost
OperationsDefinition
Inclusion of indirect or shared costs beyond immediate spend categories.
Use Case
Used to evaluate full cost of operations or GTM efficiency.
Related Terms
Cost RatioOps Efficiency
Burn Multiple
MetricsDefinition
Net burn divided by net new ARR; measures efficiency of growth investment.
Use Case
Used to benchmark capital efficiency across stages; lower is better.
Examples
0.5-1.0 - Excellent capital efficiency
1.0-1.5 - Good capital efficiency
1.5-2.0 - Acceptable for growth stage
2.0+ - Concerning capital efficiency
Related Terms
ARRCapital EfficiencyRule of 40Runway
Burn Rate
FinanceDefinition
Net monthly cash outflow.
Use Case
Determines survival time and runway.
Related Terms
RunwayBurn Multiple
Business Model
FinanceDefinition
Structure describing how a company creates, delivers, and captures value.
Use Case
Used to define monetization logic and scalability pathways.
Related Terms
MonetizationOperating ModelPricing Strategy
Business Score
Customer SuccessDefinition
Composite measure combining financial and engagement metrics to assess account health.
Use Case
Used to forecast renewal likelihood and expansion potential.
Related Terms
Health ScoreNRRRenewal Playbook
Buyer Persona
ProductDefinition
Semi-fictional representation of the buyer’s role, goals, and pain points.
Use Case
Used by marketing and sales to tailor messaging and discovery.
Related Terms
ICPPositioningSegmentation
Canary Release
EngineeringDefinition
Releasing to a small subset of users to validate before broader rollout.
Use Case
Used to reduce blast radius and detect issues early.
Related Terms
Feature FlagsObservabilityRollback
Cap Table
FinanceDefinition
Record of equity ownership, option pools, and dilution.
Use Case
Used in every fundraising and exit scenario.
Related Terms
DilutionValuation
Capacity Planning
OperationsDefinition
Forecasting and aligning resources to expected demand.
Use Case
Used to avoid bottlenecks and optimize costs.
Related Terms
Headcount PlanningSLASLO
Career Ladders
People & CultureDefinition
Defined levels, competencies, and expectations for roles.
Use Case
Used for hiring, growth, and equitable compensation.
Related Terms
CompensationOrg DesignPerformance Management
Cash Conversion Cycle
FinanceDefinition
Time it takes to convert investments in inventory and other resources into cash flows from sales.
Use Case
Used in hardware/e-comm hybrids and to optimize cash tied up in operations.
Related Terms
CollectionsWorking Capital
Cash Efficiency
FinanceDefinition
How effectively cash is converted into recurring revenue or profit.
Use Case
Used to compare capital efficiency across growth stages.
Related Terms
ARR GrowthBurn MultipleRunway
CCPA/CPRA
Security & ComplianceDefinition
California consumer privacy law similar to GDPR with local distinctions.
Use Case
Used for US privacy compliance and enterprise procurement.
Related Terms
DPAGDPR
Champion (Sales)
ProductDefinition
An internal advocate with influence who drives your solution internally.
Use Case
Used to accelerate enterprise deals and navigate procurement.
Related Terms
Economic BuyerMutual Action Plan (MAP)Qualification Frameworks
Change Management
OperationsDefinition
Structured approach for transitioning individuals and teams to desired states.
Use Case
Used during reorganizations, process overhauls, or new systems.
Related Terms
Communication PlanEnablementOperating Model
Changelog / Release Notes
ProductDefinition
Customer-facing record of product changes and improvements.
Use Case
Used to drive awareness, adoption, and trust.
Related Terms
Feature AdoptionProduct AnalyticsRelease Management
Churn
MetricsDefinition
Percentage of customers/revenue lost.
Use Case
High churn kills growth.
Related Terms
Retention RateNDR
Churn (Logo Churn)
MetricsDefinition
Percentage of customers lost in a period.
Use Case
Used to diagnose retention issues and to size the acquisition needed to maintain growth.
Related Terms
Cohort AnalysisGRRNRRRetention RateRevenue Churn
CI/CD
EngineeringDefinition
Continuous Integration and Continuous Delivery pipelines for automated build, test, and deploy.
Use Case
Used to increase release frequency and quality.
Related Terms
Canary ReleaseFeature FlagsRollback
Cliff
FinanceDefinition
Initial period during which no vesting occurs; after the cliff, vesting begins.
Use Case
Used to ensure commitment before equity accrues.
Related Terms
ESOPVesting
Cohort Analysis
MetricsDefinition
Analysis grouping users/customers by start period or attributes to measure behavior over time.
Use Case
Used to isolate retention and monetization patterns and effects of changes.
Related Terms
ChurnNRRRetention RateSegmentation
Comp Bands (Salary Bands)
People & CultureDefinition
Defined pay ranges per level and role.
Use Case
Used to ensure fairness and predictability in offers and promotions.
Related Terms
Career LaddersCompensation Philosophy
Compensation Philosophy
People & CultureDefinition
Principles guiding how pay, equity, and benefits are designed.
Use Case
Used to align offers with market and culture.
Related Terms
Comp BandsESOPOption Pool
Compounding Growth
GrowthDefinition
Cumulative effect of growth building upon prior growth periods.
Use Case
Used to emphasize consistency over one-off spikes in performance.
Related Terms
Burn MultipleGrowth RateRule of 40
Concentration Index
FinanceDefinition
Measure of revenue or customer concentration (e.g., top 10 customers as % of ARR).
Use Case
Used to identify dependency risk and inform diversification strategies.
Related Terms
ARRCustomer SegmentationNRRRevenue Churn
Consistent Value
Customer SuccessDefinition
Ongoing delivery of measurable value outcomes for the customer.
Use Case
Used to improve retention and strengthen advocacy.
Related Terms
CSMCustomer ValueIncreases Retention
Continuous Improvement
OperationsDefinition
Ongoing effort to improve products, services, or processes.
Use Case
Used to compound gains and reduce waste.
Related Terms
KaizenLeanOKRs
Contribution Margin
MetricsDefinition
Revenue minus variable costs attributable to the unit (customer, product, or order).
Use Case
Used for unit economics, payback analysis, and pricing decisions.
Related Terms
CACGross MarginLTVUnit Economics
Conversion Rate
GrowthDefinition
Percentage of leads or visitors completing a desired action.
Use Case
Fundamental growth lever; small gains compound.
Related Terms
A/B TestingActivation RateFunnelWin Rate
Convertible Note
FinanceDefinition
Debt that converts into equity, typically at a discount and/or valuation cap at the next round.
Use Case
Used for early fundraising while deferring valuation.
Related Terms
DiscountInterestSAFEValuation Cap
Cost of Goods Sold (COGS)
FinanceDefinition
Direct costs of delivering the product/service (e.g., hosting, support, third-party fees).
Use Case
Used to compute gross margin and evaluate scalability.
Related Terms
Contribution MarginGross Margin
Cost Ratio
FinanceDefinition
Ratio of specific cost categories (e.g., S&M, R&D, G&A) to total revenue.
Use Case
Used to benchmark functional efficiency against peers.
Related Terms
EBITDAOPEXOperating Efficiency
Cross-sell
Customer SuccessDefinition
Selling additional products to an existing customer.
Use Case
Used to diversify revenue and strengthen product stickiness.
Related Terms
Expansion RevenueNRRUpsell
Crossing the Chasm
StrategyDefinition
Framework on moving from early adopters to mainstream buyers.
Use Case
Many startups fail here.
Related Terms
PMFGrowth Stage
CS Cost
OperationsDefinition
Total cost associated with Customer Success functions, including tools and headcount.
Use Case
Used to measure return on retention and expansion investments.
Related Terms
Customer SuccessOps Efficiency
CSM (Customer Success Manager)
Sales & MarketingDefinition
Post-sale account owner responsible for value delivery and retention.
Use Case
Used to manage relationships, drive adoption, and increase NRR.
Related Terms
Customer SuccessNRRRenewal Playbook
Customer Acquisition Cost (CAC)
MetricsDefinition
Average cost to acquire a new customer, including marketing and sales expenses.
Use Case
Used to assess efficiency of customer acquisition and inform pricing and budget allocation.
Examples
$100-300 - B2B SaaS (SMB)
$500-1,500 - B2B SaaS (Mid-market)
$2,000-10,000 - B2B SaaS (Enterprise)
$10-50 - B2C SaaS/Consumer
Related Terms
Demand GenerationFunnelLTVLTV:CACMQLPayback PeriodSQLUnit Economics
Customer Effort Score (CES)
MetricsDefinition
Survey metric capturing perceived effort required to resolve an issue.
Use Case
Used to prioritize UX and support process improvements.
Related Terms
CSATNPSSupport SLAs
Customer Health Score
Customer SuccessDefinition
Composite index of product usage, support signals, and relationship indicators.
Use Case
Used to prioritize proactive outreach and renewal risk.
Related Terms
ChurnNRRQBR/EBRVoC
Customer Satisfaction (CSAT)
MetricsDefinition
Survey-based measure of satisfaction with a product or service interaction.
Use Case
Used to track service quality and support improvements.
Related Terms
CESNPSSupport SLAs
Customer Value
Customer SuccessDefinition
Perceived benefit customers receive relative to their cost and effort.
Use Case
Used to guide success initiatives and pricing models.
Related Terms
Consistent ValueNRRRetention Rate
Data Hygiene
OperationsDefinition
Practices to keep data accurate, complete, and timely.
Use Case
Used to improve segmentation, scoring, and analytics.
Related Terms
AttributionRevOpsSource of Truth
Data Residency
Security & ComplianceDefinition
Storing customer data within specific geographic regions.
Use Case
Used to meet regulatory or contractual obligations.
Related Terms
Cloud RegionsGDPRSOC 2
DAU/WAU/MAU
MetricsDefinition
Daily, weekly, monthly active users counts for engagement tracking.
Use Case
Used to monitor usage trends and cohort health.
Related Terms
Activation RateNorth Star MetricStickiness
Deal Value
Sales & MarketingDefinition
Monetary value of a single customer contract or transaction.
Use Case
Used to forecast revenue and evaluate sales performance.
Related Terms
ACVPipeline ValueTCV
Declining Velocity
Sales & MarketingDefinition
Decreasing pace of deal movement through the pipeline.
Use Case
Used as an early warning of sales friction or market saturation.
Related Terms
Forecast AccuracyFunnelPipeline Velocity
Deferred Revenue
FinanceDefinition
Cash collected for services not yet delivered; a liability until recognized as revenue.
Use Case
Used in SaaS revenue recognition and forecasting.
Related Terms
ARRBillingsRevenue Recognition
Demand Generation
ProductDefinition
Programs that create awareness and interest among ICPs through owned, earned, and paid channels.
Use Case
Used to fill the top of the funnel efficiently.
Related Terms
ABMAttributionBrandMQL
Dilution
FinanceDefinition
Reduction of ownership % after issuing new shares.
Use Case
Founders must manage dilution across rounds.
Related Terms
Cap TableValuation
Discount (Convertible)
FinanceDefinition
Percentage reduction applied to conversion price for early investors.
Use Case
Used alongside caps in SAFEs/notes to set investor economics.
Related Terms
Convertible NoteSAFEValuation Cap
DORA Metrics
EngineeringDefinition
DevOps metrics: deployment frequency, lead time for changes, change failure rate, MTTR.
Use Case
Used to benchmark software delivery performance.
Related Terms
CI/CDIncident ManagementPostmortem
DPA (Data Processing Addendum)
Security & ComplianceDefinition
Contract governing processing of personal data between controller and processor.
Use Case
Used in enterprise deals to address privacy obligations.
Related Terms
CCPAGDPRMSASLA
Due Diligence
FinanceDefinition
Investor process of validating legal, financial, operational health.
Use Case
Always occurs pre-funding.
Related Terms
Term SheetData Room
Early Efficiency
GrowthDefinition
Efficient revenue generation and spend discipline during early scaling stages.
Use Case
Used to extend runway and improve Series A/B readiness.
Related Terms
CACCash EfficiencyPayback Period
EBITDA
FinanceDefinition
Earnings before interest, taxes, depreciation, and amortization.
Use Case
Used as a proxy for operating profitability, especially at scale.
Related Terms
Gross MarginOperating Leverage
Economic Buyer
ProductDefinition
The person with budget authority who can sign off on the purchase.
Use Case
Used to de-risk deals and focus stakeholder management.
Related Terms
ChampionProcurementQualification Frameworks
Efficiency
OperationsDefinition
Measure of output relative to input across a system or process.
Use Case
Used to assess productivity and optimize resource allocation.
Related Terms
Operating EfficiencyOps Efficiency
Employee Stock Option Plan (ESOP)
FinanceDefinition
Plan granting employees options to buy company shares, typically with vesting and a cliff.
Use Case
Used to attract and retain talent and align incentives.
Related Terms
CliffOption PoolStrike PriceVesting
Enablement
People & CultureDefinition
Training and resources that make teams effective (sales, success, product).
Use Case
Used to increase ramp speed and performance.
Related Terms
OnboardingPerformance ManagementPlaybooks
Error Budget
Security & ComplianceDefinition
Acceptable threshold of unreliability derived from SLOs.
Use Case
Used by product and engineering to pace releases and manage risk.
Related Terms
Incident ManagementRelease ManagementSLO
Execution Rhythm
LeadershipDefinition
The cadence of meetings and planning cycles.
Use Case
Ensures accountability and momentum.
Related Terms
OKRsKPIs
Expansion Cost
GrowthDefinition
Total cost to generate expansion revenue from existing customers.
Use Case
Used to measure upsell and cross-sell profitability.
Related Terms
Customer SuccessExpansion EfficiencyNRR
Expansion Efficiency
GrowthDefinition
Ratio of expansion revenue to cost of expansion activities.
Use Case
Used to evaluate Customer Success and post-sale ROI.
Related Terms
Customer SuccessExpansion CostNRR
Expense Growth
OperationsDefinition
Rate at which total operating expenses increase over a period.
Use Case
Used to assess cost discipline and scaling leverage.
Related Terms
Cost RatioOPEXOperating Efficiency
Experiment Backlog
ProductDefinition
Prioritized list of hypotheses and tests across product, pricing, and growth.
Use Case
Used to organize continuous experimentation and learning.
Related Terms
A/B TestingMultivariate TestingPLG
Faster Velocity
Sales & MarketingDefinition
Improved deal movement speed through the funnel.
Use Case
Used as a positive efficiency signal in GTM execution.
Related Terms
Forecast AccuracyPipeline Velocity
Feature Adoption
ProductDefinition
Measurement of uptake and depth of use of specific product capabilities.
Use Case
Used to refine onboarding, in-app guidance, and monetization.
Related Terms
Activation RateNorth Star MetricProduct Analytics
Feature Flags
EngineeringDefinition
Runtime configuration toggles to enable/disable features safely.
Use Case
Used to de-risk releases and support experiments and segmentation.
Related Terms
A/B TestingCanary ReleaseRollback
Fixed Cost
FinanceDefinition
Costs that remain constant regardless of output or revenue levels.
Use Case
Used for break-even analysis and capacity planning.
Related Terms
Gross MarginOperating LeverageVariable Cost
Flat Velocity
Sales & MarketingDefinition
Stable but stagnant pace of sales throughput.
Use Case
Used to signal plateaued efficiency that may require new GTM levers.
Related Terms
Deal ValuePipeline Velocity
Flywheel Effect
GrowthDefinition
Self-reinforcing growth loop where inputs drive future growth.
Use Case
Core to PLG and network effects.
Related Terms
Network Effects
Forecast Accuracy
OperationsDefinition
Degree to which forecasts match actuals.
Use Case
Used to build trust with boards and to tune processes.
Related Terms
ForecastingPipeline CoverageSales Operations (RevOps)
Forecasting
OperationsDefinition
Predicting future outcomes using historical data and assumptions.
Use Case
Used for revenue, cash, and capacity planning.
Related Terms
BudgetScenario Planning
Founder’s Dilemma
LeadershipDefinition
Trade-off between control vs growth.
Use Case
Critical as boards/investors gain influence.
Related Terms
DilutionBoard of Directors
FP (Financial Planning)
OperationsDefinition
Function responsible for budgeting, forecasting, and scenario modeling.
Use Case
Used to support executive decision-making and capital allocation.
Related Terms
FinanceForecastingScenario Planning
Freemium
GrowthDefinition
Pricing model: free base tier, paid premium.
Use Case
Used in SaaS to drive adoption.
Related Terms
PLGLand and Expand
Funnel
GrowthDefinition
Customer journey stages from awareness to purchase.
Use Case
Basis for AARRR analysis.
Related Terms
AARRRCACConversion RateLTVMQLPipeline CoverageSQLWin Rate
GDPR
Security & ComplianceDefinition
EU data protection regulation governing personal data processing.
Use Case
Used to set privacy practices, DPA terms, and data subject rights processes.
Related Terms
CCPADPAData Residency
Go-To-Market (GTM) Strategy
ProductDefinition
Integrated plan for how a product reaches and converts target customers across channels and motions.
Use Case
Used to coordinate marketing, sales, success, and product for growth.
Related Terms
Demand GenerationICPPositioningSales Motions
Gross Margin
MetricsDefinition
Revenue minus cost of goods sold; as a percentage of revenue.
Use Case
Used to evaluate business model scalability and to compute payback and LTV.
Related Terms
CACCOGSContribution MarginLTVPayback Period
Gross Revenue Retention (GRR)
MetricsDefinition
Recurring revenue retained from the existing customer base excluding expansion (upsell/cross-sell).
Use Case
Used to benchmark core retention strength; >90% is strong for many B2B SaaS categories.
Related Terms
ChurnCohort AnalysisNRRRevenue Churn
Growth Efficiency
GrowthDefinition
Revenue growth per dollar spent on operating or marketing costs.
Use Case
Used to measure sustainable scaling versus excessive spend.
Related Terms
Burn MultipleOperating EfficiencyRule of 40
Growth Hacking
GrowthDefinition
Rapid, low-cost growth experiments.
Use Case
Famous in early Facebook/Airbnb.
Related Terms
Experiment BacklogPLGViral Coefficient
Growth Rate
GrowthDefinition
Percentage change in a key metric (e.g., ARR, MRR, revenue) over a defined time.
Use Case
Used to assess momentum and qualify investor attractiveness.
Related Terms
ARR GrowthBurn MultipleRule of 40
GTM (Go-To-Market) Strategy
StrategyDefinition
Plan to launch, sell, and retain customers.
Use Case
Critical for Series A fundraising.
Related Terms
ICPPositioning
GTM Efficiency
OperationsDefinition
Revenue growth generated per dollar spent on go-to-market activities.
Use Case
Used to benchmark sales and marketing effectiveness.
Related Terms
ARR GrowthGrowth EfficiencyPipeline Coverage
GTM Predictability
OperationsDefinition
Consistency of pipeline conversion and revenue forecasting accuracy.
Use Case
Used to reduce volatility and improve investor confidence.
Related Terms
Forecast AccuracyGTM Efficiency
Headcount Planning
OperationsDefinition
Modeling required roles and timing to meet growth and roadmap goals.
Use Case
Used to sequence hiring and manage runway.
Related Terms
Capacity PlanningHiring PlanOrg Design
Healthy Coverage
OperationsDefinition
Sufficient pipeline-to-quota ratio to ensure target attainment.
Use Case
Used to validate GTM execution and headcount alignment.
Related Terms
Pipeline CoverageQuota Coverage
High Velocity
Sales & MarketingDefinition
Fast-paced sales model with short cycles and lower ACV.
Use Case
Used in PLG or SMB go-to-market motions.
Related Terms
ACVPayback PeriodVelocity Sales
Higher Expansion
Customer SuccessDefinition
Increasing recurring revenue from existing customers through upsells or cross-sells.
Use Case
Used as a signal of product fit and account maturity.
Related Terms
Customer SuccessExpansion EfficiencyNRR
Hiring Plan
OperationsDefinition
Time-phased plan of roles, levels, and costs to recruit.
Use Case
Used to meet product and revenue goals without overhiring.
Related Terms
BudgetHeadcount PlanningRecruiting Funnel
ICP (Ideal Customer Profile)
StrategyDefinition
Detailed description of best-fit customer.
Use Case
Used for GTM targeting.
Related Terms
SegmentationTAM
Ideal Customer Profile (ICP)
ProductDefinition
Definition of the types of companies or users who derive the most value and buy repeatedly.
Use Case
Used to focus product, marketing, and sales efforts for efficient growth.
Related Terms
Buyer PersonaQualification FrameworksSegmentationTAM/SAM/SOM
Incentivise Value
Customer SuccessDefinition
Structuring incentives for internal teams around customer outcomes, not just renewals.
Use Case
Used to align success metrics with customer impact.
Related Terms
CSMConsistent ValueRetention Rate
Incident Management
OperationsDefinition
Processes and roles to respond to service disruptions with defined severities.
Use Case
Used to minimize downtime and customer impact.
Related Terms
PostmortemSEVSLASLO
Increases Retention
Customer SuccessDefinition
Effect where strong adoption and value realization reduce churn risk.
Use Case
Used to reinforce investment in Customer Success programs.
Related Terms
Consistent ValueCustomer ValueNRR
ISO 27001
Security & ComplianceDefinition
International standard for information security management systems.
Use Case
Used to formalize security practices and meet enterprise requirements.
Related Terms
BCP/DRRisk AssessmentSOC 2
JTBD (Jobs To Be Done)
ProductDefinition
Framework to understand the progress customers seek and the circumstances of use.
Use Case
Used for discovery, roadmap prioritization, and messaging.
Related Terms
Product DiscoverySegmentationUser Research
Key Performance Indicators (KPIs)
OperationsDefinition
Quantifiable measures of performance aligned to objectives.
Use Case
Used to track progress and inform decisions at every level.
Related Terms
DashboardsMetrics GovernanceOKRs
KPIs (Key Performance Indicators)
LeadershipDefinition
Metrics measuring progress toward goals.
Use Case
Daily/weekly tracking at team and exec level.
Related Terms
OKRsNorth Star Metric
Land and Expand
GrowthDefinition
Starting small with a customer then expanding usage.
Use Case
Common SaaS enterprise sales motion.
Related Terms
NDRFreemium
Lead Scoring
ProductDefinition
Algorithmic or rule-based method to prioritize leads based on fit and intent signals.
Use Case
Used to improve SDR/BDR productivity and conversion rates.
Related Terms
MQLPQLSQL
Lead Velocity Rate (LVR)
MetricsDefinition
Month-over-month growth in qualified leads.
Use Case
Used to forecast pipeline and future bookings.
Related Terms
Demand GenerationMQLPipeline CoverageSQL
Leadership Debt
People & CultureDefinition
Accumulated gap between leadership capacity and the needs of a growing company.
Use Case
Used to justify hiring, coaching, or reorganizing.
Related Terms
Operating ModelOrg DesignTalent Density
Lifetime Value (LTV)
MetricsDefinition
Projected net revenue from a customer over the entire relationship, net of COGS and churn effects.
Use Case
Used to evaluate how much you can spend on acquisition and to prioritize retention/expansion.
Examples
$1,000-3,000 - B2B SaaS (SMB)
$5,000-15,000 - B2B SaaS (Mid-market)
$25,000-100,000+ - B2B SaaS (Enterprise)
$50-200 - B2C SaaS/Consumer
Related Terms
CACChurnGRRGross MarginLTV:CACNRR
Liquidation Preference
FinanceDefinition
Investor right to receive proceeds before common shareholders upon liquidity events.
Use Case
Used to negotiate downside protection in preferred rounds.
Related Terms
Cap TableParticipating PreferredPreferred Shares
Low Adoption
Customer SuccessDefinition
Insufficient product usage or feature engagement post-sale.
Use Case
Used as an early churn risk indicator.
Related Terms
Adoption RateCustomer Health ScoreUsage Score
LTV (Customer Lifetime Value)
MetricsDefinition
Expected revenue per customer over lifecycle.
Use Case
Benchmarked vs CAC.
Related Terms
CACUnit Economics
LTV:CAC Ratio
MetricsDefinition
Ratio of customer lifetime value to acquisition cost; a proxy for profitable growth.
Use Case
Used by boards and investors to assess capital efficiency; common target is 3:1 for SaaS.
Examples
3:1 - Minimum viable ratio for SaaS
5:1 - Good ratio for sustainable growth
10:1+ - Excellent capital efficiency
1:1 or less - Unsustainable unit economics
Related Terms
Burn MultipleCACLTVPayback PeriodRule of 40
Measuring Coverage
OperationsDefinition
Practice of quantifying pipeline sufficiency across teams or segments.
Use Case
Used to manage forecast risk and balance workload.
Related Terms
Healthy CoveragePipeline Coverage
Messaging
ProductDefinition
Language translating positioning into value propositions for specific segments and personas.
Use Case
Used in websites, sales materials, and product UX copy.
Related Terms
ICPPositioningValue Proposition
Metrics Governance
OperationsDefinition
Definitions, owners, and processes ensuring metric consistency and trust.
Use Case
Used to eliminate reporting disputes and drive actionability.
Related Terms
BIKPIsSource of Truth
Monetization
ProductDefinition
Mechanisms by which the product captures value (subscriptions, usage-based, hybrid).
Use Case
Used to align revenue with usage and value delivered.
Related Terms
BillingPackagingPricing Strategy
Monthly Recurring Revenue (MRR)
MetricsDefinition
Normalized monthly subscription revenue; building block for ARR.
Use Case
Used for growth tracking and forecasting; decomposed into New, Expansion, Contraction, and Churn.
Related Terms
ARRBillingsBookingsRevenue Recognition
MQL (Marketing-Qualified Lead)
ProductDefinition
Lead qualified by marketing based on engagement thresholds.
Use Case
Used for handoff to SDR/BDR and pipeline creation.
Related Terms
AttributionLead ScoringSQL
MRR (Monthly Recurring Revenue)
FinanceDefinition
Predictable monthly subscription revenue. ARR = 12 × MRR.
Use Case
Early-stage metric before ARR.
Related Terms
ARRChurn
MSA (Master Services Agreement)
Security & ComplianceDefinition
Contract establishing general terms for the ongoing relationship.
Use Case
Used as the base for order forms and SOWs.
Related Terms
DPAOrder FormSLASOW
Mutual Action Plan (MAP)
ProductDefinition
A shared, time-bound plan outlining steps and owners to reach go-live or signature.
Use Case
Used to align buyer and seller on activities and dates.
Related Terms
ChampionEconomic BuyerProcurement
MVP (Minimum Viable Product)
ProductDefinition
Simplest product version used to test assumptions.
Use Case
First step toward PMF.
Related Terms
Lean StartupPMF
NDR (Net Dollar Retention)
MetricsDefinition
Net revenue change in existing customers (upsell – churn).
Use Case
Investors expect >100% in SaaS.
Related Terms
Land and ExpandRetention
Net Promoter Score (NPS)
MetricsDefinition
Customer loyalty metric based on likelihood to recommend (promoters minus detractors).
Use Case
Used to monitor sentiment and correlate with retention and expansion.
Related Terms
CESCSATChurnVoC
Net Revenue Retention (NRR)
MetricsDefinition
Recurring revenue retained from the existing customer base including expansion, minus churn and contraction.
Use Case
Used to measure product value realization and expansion; >120% is strong in enterprise SaaS.
Related Terms
Cohort AnalysisCross-sellExpansion RevenueGRRRevenue ChurnUpsell
Network Effects
GrowthDefinition
Product becomes more valuable as more use it.
Use Case
Critical for platforms and marketplaces.
Related Terms
FlywheelViral Coefficient
North Star Metric
ProductDefinition
A single metric that best captures the value delivered to customers and predicts long-term growth.
Use Case
Used to align teams and focus trade-offs.
Related Terms
Activation RateFeature AdoptionRetention Rate
Objectives and Key Results (OKRs)
OperationsDefinition
Goal-setting framework aligning objectives to measurable outcomes.
Use Case
Used to create focus, alignment, and accountability across teams.
Related Terms
Execution RhythmKPIsNorth Star Metric
Observability
EngineeringDefinition
Ability to understand internal states of systems via logs, metrics, and traces.
Use Case
Used to diagnose issues and improve reliability.
Related Terms
AIOpsSLI/SLO/SLASRE
OKRs (Objectives & Key Results)
LeadershipDefinition
Goal-setting framework aligning teams to measurable outcomes.
Use Case
Keeps teams aligned as scale grows.
Related Terms
KPIsNorth Star Metric
Onboarding (People)
People & CultureDefinition
Process to ramp new hires to productivity and cultural fit.
Use Case
Used to reduce time-to-productivity and attrition risk.
Related Terms
Career LaddersEnablementSOPs
Operating Efficiency
GrowthDefinition
Ratio of operating output (revenue, ARR) to input (operating costs).
Use Case
Used to benchmark management performance and maturity.
Related Terms
Cost RatioGrowth EfficiencyOperating Leverage
Operating Expenses (OPEX)
FinanceDefinition
Indirect costs to operate the business (e.g., salaries, rent, marketing).
Use Case
Used to plan budgets and assess profitability levers.
Related Terms
COGSEBITDAGross Margin
Operating Leverage
FinanceDefinition
Degree to which revenue growth outpaces growth in operating expenses.
Use Case
Used to plan path to profitability and evaluate scaling benefits.
Related Terms
EBITDAGross MarginRule of 40
Operating Model
OperationsDefinition
Definition of how a company creates and delivers value including structure, governance, and processes.
Use Case
Used to design orgs for scale and clarity of decision rights.
Related Terms
Org DesignRACISpan of Control
Ops Efficiency
OperationsDefinition
Overall effectiveness of operational processes relative to output.
Use Case
Used to evaluate scaling health and identify automation opportunities.
Related Terms
GTM EfficiencyOperating EfficiencyProcess Optimization
Option Pool
FinanceDefinition
Shares reserved for future employee and advisor grants.
Use Case
Used for compensation planning and during fundraising negotiations.
Related Terms
Cap TableDilutionESOP
Org Design
People & CultureDefinition
Structuring teams, roles, and reporting lines to deliver strategy at scale.
Use Case
Used to align accountability, reduce friction, and improve speed.
Related Terms
Leadership DebtOperating ModelSpan of Control
Packaging
ProductDefinition
How features and limits are bundled across tiers and plans.
Use Case
Used to target segments and create clear upgrade paths.
Related Terms
FenceGood-Better-BestMonetizationPricing Strategy
Payback Period
MetricsDefinition
Months required to recoup the cost of acquiring a customer using gross margin contribution.
Use Case
Used to guide acquisition pacing and cash planning; <12 months often considered strong in B2B SaaS.
Examples
6-12 months - Excellent for B2B SaaS
12-18 months - Good for B2B SaaS
18-24 months - Acceptable for B2B SaaS
24+ months - Concerning for most SaaS
Related Terms
CACGross MarginLTVSales Cycle Length
Performance Management
People & CultureDefinition
System for goal setting, feedback, reviews, and development.
Use Case
Used to improve outcomes and retain high performers.
Related Terms
Career LaddersCompensationOKRs
Pipeline Coverage
MetricsDefinition
Ratio of pipeline value to bookings target for a period.
Use Case
Used by sales leadership to ensure sufficient opportunities (e.g., 3–5× coverage).
Related Terms
Forecast AccuracySales Cycle LengthWin Rate
Pipeline Value
Sales & MarketingDefinition
Aggregate value of all active opportunities in the sales funnel.
Use Case
Used to estimate revenue potential and coverage ratio.
Related Terms
Deal ValuePipeline CoverageWin Rate
Platform Strategy
ProductDefinition
Strategy of building ecosystems and integrations.
Use Case
Creates defensibility and stickiness.
Related Terms
APINetwork Effects
Platform Team
EngineeringDefinition
Team providing shared services and tooling to accelerate product teams.
Use Case
Used to improve developer velocity and reliability.
Related Terms
CI/CDDevExSRE
Playbooks
OperationsDefinition
Codified best practices and steps for repeatable outcomes.
Use Case
Used for enablement and to reduce variance in execution.
Related Terms
EnablementRunbooksSOPs
PLG (Product-Led Growth)
GrowthDefinition
Product drives acquisition and retention (e.g. Slack, Zoom).
Use Case
Increasingly preferred GTM model.
Related Terms
FreemiumNDR
PMF (Product-Market Fit)
ProductDefinition
When product solves a strong market need.
Use Case
Core milestone before scaling.
Related Terms
MVPCrossing the Chasm
Positioning
ProductDefinition
Defining how the product is uniquely suited to solve target customer problems versus alternatives.
Use Case
Used to inform messaging, pricing, and competitive strategy.
Related Terms
MessagingPricing StrategySegmentation
Positioning Statement
ProductDefinition
Template expressing target, category, key benefit, and reason-to-believe.
Use Case
Used to align cross-functional teams and creative assets.
Related Terms
ICPMessagingPositioning
Post-money Valuation
FinanceDefinition
Company valuation immediately after investment is added.
Use Case
Used to compute investor ownership and option pool sizing.
Related Terms
Cap TableDilutionPre-money Valuation
Postmortem (Blameless)
OperationsDefinition
Structured learning review after incidents to identify contributing factors and actions.
Use Case
Used to prevent recurrence and strengthen systems and culture.
Related Terms
DORA MetricsIncident ManagementRoot Cause Analysis
PQL (Product-Qualified Lead)
ProductDefinition
Lead qualified based on in-product behaviors signaling buying intent.
Use Case
Used to prioritize outreach and conversion in PLG and hybrid motions.
Related Terms
Activation RateLead ScoringMQLPLG
Pre-money Valuation
FinanceDefinition
Company valuation immediately before a financing round.
Use Case
Used to determine ownership percentages and dilution.
Related Terms
Cap TableDilutionPost-money Valuation
Pricing Strategy
ProductDefinition
Approach to setting price levels and models aligned to value and segments.
Use Case
Used to increase monetization and win rates while supporting positioning.
Related Terms
DiscountingMonetizationPackagingWillingness to Pay
Product Adoption Rate
Customer SuccessDefinition
Percentage of customers actively using the product within a period.
Use Case
Used to evaluate onboarding and product fit.
Related Terms
Activation RateFeature AdoptionUsage Score
Product Analytics
ProductDefinition
Instrumentation and analysis of events, funnels, cohorts, and experiments.
Use Case
Used to inform roadmap, UX, and growth investments.
Related Terms
A/B TestingCohort AnalysisNorth Star Metric
Product Discovery
ProductDefinition
Process of revealing customer problems, validating solutions, and de-risking bets before building.
Use Case
Used to maximize impact and minimize waste in roadmap.
Related Terms
Experiment BacklogJTBDUser Research
Product-Led Growth (PLG)
ProductDefinition
Growth motion where the product drives acquisition, activation, and expansion.
Use Case
Used to reduce CAC and accelerate adoption via trials, freemium, and viral loops.
Related Terms
Activation RateOnboardingPQLVirality
Product-Market Fit (PMF)
ProductDefinition
Degree to which a product satisfies a strong market demand, evidenced by retention and growth.
Use Case
Used to gate scaling investments and to calibrate roadmap and GTM focus.
Related Terms
Activation RateChurnNorth Star MetricRetention Rate
Productivity Ratio
GrowthDefinition
Output per employee, revenue per headcount, or similar metric.
Use Case
Used to measure efficiency and team scaling health.
Related Terms
Headcount PlanningOperating EfficiencyRunway
QBR/EBR (Business Reviews)
OperationsDefinition
Quarterly/Executive Business Reviews with customers or internal teams.
Use Case
Used to align on outcomes, value, and risks.
Related Terms
Health ScoreMutual Action Plan (MAP)NRR
Qualification Frameworks
ProductDefinition
Methods like MEDDICC, BANT, SPICED, or Challenger to assess deal quality.
Use Case
Used to improve forecast accuracy and win rates.
Related Terms
ChampionPipeline CoverageSQLWin Rate
Quick Ratio (SaaS)
MetricsDefinition
Growth ratio: (New MRR + Expansion MRR) ÷ (Churned MRR + Contraction MRR).
Use Case
Used to check if growth outweighs revenue losses; >4 often considered strong.
Examples
4.0+ - Excellent growth momentum
2.0-4.0 - Good growth momentum
1.0-2.0 - Concerning growth momentum
<1.0 - Declining revenue
Related Terms
ChurnExpansion RevenueGRRNRR
Quota Coverage
Sales & MarketingDefinition
Pipeline value divided by total sales quota; indicates attainment probability.
Use Case
Used for forecasting and territory management.
Related Terms
Forecast AccuracyPipeline CoverageRep Coverage
RACI
OperationsDefinition
Responsibility assignment matrix defining who is Responsible, Accountable, Consulted, and Informed.
Use Case
Used to reduce decision ambiguity and speed execution.
Related Terms
Operating ModelOrg DesignSOPs
RBAC (Role-Based Access Control)
Security & ComplianceDefinition
Authorization model assigning permissions based on roles.
Use Case
Used to secure enterprise usage and admin controls.
Related Terms
SCIMSSO/SAML
Renewal Playbook
Customer SuccessDefinition
Defined sequence of activities and messages leading to on-time renewals.
Use Case
Used to reduce churn and improve NRR.
Related Terms
Health ScoreMutual Action Plan (MAP)QBR/EBR
Rep Coverage
Sales & MarketingDefinition
Average pipeline or revenue per sales rep.
Use Case
Used to assess productivity and quota assignment balance.
Related Terms
Pipeline ValueQuota Coverage
Retention Rate
MetricsDefinition
Percentage of customers retained over time.
Use Case
Strong predictor of LTV.
Related Terms
ChurnNDR
Revenue Churn
MetricsDefinition
Percentage of recurring revenue lost from existing customers in a period (excludes new).
Use Case
Used to quantify contraction and churn impacts on ARR/MRR.
Related Terms
Cross-sellExpansion RevenueGRRNRRUpsell
Revenue Recognition
FinanceDefinition
Accounting process of recognizing revenue over time when obligations are met.
Use Case
Used to produce GAAP/IFRS-compliant statements and investor reporting.
Related Terms
ARRDeferred RevenueMRR
RevOps (Revenue Operations)
OperationsDefinition
Function harmonizing marketing, sales, and customer success systems and processes.
Use Case
Used to improve funnel conversion, forecasting, and data quality.
Related Terms
AttributionBILead ScoringSales Enablement
Rollback
EngineeringDefinition
Returning the system to a prior stable version after issues are detected.
Use Case
Used to recover quickly from bad releases.
Related Terms
Canary ReleaseIncident Management
Root Cause Analysis (RCA)
OperationsDefinition
Methods like 5 Whys or Fishbone to determine underlying causes of problems.
Use Case
Used to prioritize corrective actions that address systemic issues.
Related Terms
Continuous ImprovementPostmortem
Rule of 40
MetricsDefinition
SaaS benchmark: Growth % + Profit Margin % should be ≥ 40.
Use Case
Used by investors to judge balance of growth and efficiency.
Examples
40% growth + 0% profit = 40 (meets rule)
30% growth + 15% profit = 45 (exceeds rule)
60% growth + (-20%) loss = 40 (meets rule)
20% growth + 10% profit = 30 (below rule)
Related Terms
ARRBurn Multiple
Runbooks
OperationsDefinition
Step-by-step guides to respond to known events (e.g., incidents, escalations).
Use Case
Used to speed resolution and reduce risk in operations.
Related Terms
Incident ManagementPostmortemSOPs
Runway
FinanceDefinition
Months left before cash runs out.
Use Case
Board/investor must-know number.
Related Terms
Burn RateCAC Payback
SaaS Magic Number
MetricsDefinition
Quarter-over-quarter growth in subscription revenue annualized divided by prior quarter sales & marketing spend.
Use Case
Used to assess sales efficiency; ~0.7–1.0+ is commonly targeted.
Examples
1.0+ - Excellent sales efficiency
0.7-1.0 - Good sales efficiency
0.5-0.7 - Acceptable sales efficiency
<0.5 - Poor sales efficiency
Related Terms
ARRBurn MultipleCACSales Efficiency
SAFE
FinanceDefinition
Simple Agreement for Future Equity: a convertible investment instrument without debt features.
Use Case
Used for early-stage fundraising with simplified terms.
Related Terms
Convertible NoteDiscountPro Rata RightsValuation Cap
Sales Cycle Length
MetricsDefinition
Average time from opportunity creation to close.
Use Case
Used for forecasting, capacity planning, and payback assumptions.
Related Terms
ACVASPPayback PeriodWin Rate
Sales Motions
ProductDefinition
Primary sales approaches such as self-serve, inside sales (velocity), field sales (enterprise).
Use Case
Used to design org structure, quotas, and enablement.
Related Terms
ACVPLGPQLSLG
Sales-Led Growth (SLG)
ProductDefinition
Growth motion driven primarily by sales teams and outbound or complex deal cycles.
Use Case
Used for higher ACV, multi-stakeholder, or compliance-heavy markets.
Related Terms
ACVEnablementPLGSales Cycle Length
SAM (Serviceable Available Market)
StrategyDefinition
Segment of TAM your product can reach.
Use Case
More realistic sizing than TAM.
Related Terms
TAMSOM
Scalability
ProductDefinition
Ability to handle growth without proportional cost increase.
Use Case
Core to investor appeal.
Related Terms
Operating Leverage
Scenario Planning
OperationsDefinition
Modeling multiple potential futures to inform decisions under uncertainty.
Use Case
Used for fundraising timing, pricing, and hiring strategies.
Related Terms
Capital EfficiencyForecastingRunway
SCIM
Security & ComplianceDefinition
System for Cross-domain Identity Management enabling automated user provisioning.
Use Case
Used to streamline onboarding/offboarding at scale.
Related Terms
RBACSSO/SAML
Segmentation
StrategyDefinition
Dividing customers into distinct groups.
Use Case
Used in GTM targeting and marketing.
Related Terms
ICPTAM
Series A
FinanceDefinition
First major VC round. Used to prove PMF and GTM.
Use Case
Sets valuation benchmarks for later rounds.
Related Terms
Seed RoundSeries B
Series B
FinanceDefinition
VC round focused on scaling GTM and international expansion.
Use Case
At this stage, investors expect proof of strong NDR and efficiency.
Related Terms
Series ASeries C
SLA (Service Level Agreement)
Security & ComplianceDefinition
Commitments to service performance and support response/resolution times.
Use Case
Used to set expectations and penalties for downtime or slow support.
Related Terms
Incident ManagementSLOSupport Tiers
SLO (Service Level Objective)
Security & ComplianceDefinition
Internal reliability targets that define desired performance levels.
Use Case
Used to manage error budgets and release risk.
Related Terms
Error BudgetSLASRE
SOC 2
Security & ComplianceDefinition
Security and compliance framework focusing on controls for service organizations.
Use Case
Used to unlock enterprise sales and reduce security review friction.
Related Terms
DPAISO 27001Pen TestSSO/SAML
SOM (Serviceable Obtainable Market)
StrategyDefinition
The portion of SAM you can realistically capture.
Use Case
Shows practical growth scope.
Related Terms
TAMSAM
SOPs (Standard Operating Procedures)
OperationsDefinition
Documented step-by-step procedures for recurring activities.
Use Case
Used to improve consistency, quality, and onboarding speed.
Related Terms
PlaybooksProcess DebtQuality Management
Source of Truth
OperationsDefinition
Designated system where a data entity is mastered.
Use Case
Used to prevent duplication and reconcile reports.
Related Terms
BIData HygieneRevOps
Span of Control
People & CultureDefinition
Number of direct reports per manager.
Use Case
Used to balance managerial load with autonomy and speed.
Related Terms
Operating ModelOrg Design
SQL (Sales-Qualified Lead)
ProductDefinition
Lead accepted by sales as meeting criteria for an opportunity.
Use Case
Used to begin opportunity management and forecasting.
Related Terms
MQLPQLQualification Frameworks
SRE (Site Reliability Engineering)
EngineeringDefinition
Discipline applying software engineering to infrastructure and operations problems.
Use Case
Used to achieve reliable and scalable services.
Related Terms
Error BudgetIncident ManagementSLO
SSO/SAML
Security & ComplianceDefinition
Single Sign-On and SAML protocol support for enterprise identity.
Use Case
Used to meet security and IT requirements for larger customers.
Related Terms
RBACSCIMSOC 2
Stickiness (DAU/MAU)
MetricsDefinition
Engagement ratio calculated as DAU ÷ MAU.
Use Case
Used to gauge habitual usage; higher indicates stronger product-market fit signals.
Examples
0.20 (20%) - Good for B2B SaaS
0.30 (30%) - Excellent for B2B SaaS
0.50 (50%) - Consumer app standard
0.70+ (70%+) - Habit-forming products
Related Terms
Activation RateDAU/WAU/MAURetention Rate
Talent Density
People & CultureDefinition
Concentration of high performers relative to team size.
Use Case
Used to drive output and cultural standards.
Related Terms
CompensationHiring PlanPerformance Management
TAM (Total Addressable Market)
StrategyDefinition
Total revenue opportunity for a product/service.
Use Case
Used in pitch decks to show growth potential.
Related Terms
SAMSOM
TAM/SAM/SOM
ProductDefinition
Total Addressable Market / Serviceable Available Market / Serviceable Obtainable Market.
Use Case
Used for market sizing and prioritization during planning and fundraising.
Related Terms
ICPPositioningSegmentation
Technical Debt
ProductDefinition
Future cost of shortcuts in development.
Use Case
Must be managed to scale sustainably.
Related Terms
Scalability
Term Sheet
FinanceDefinition
Agreement outlining investment terms.
Use Case
Step before definitive agreements.
Related Terms
Due DiligenceValuation
Time to First Value (TTFV)
Customer SuccessDefinition
Time until a new customer first realizes concrete value.
Use Case
Used to predict retention and focus onboarding efforts.
Related Terms
Activation RateOnboardingTTV
Time to Value (TTV)
MetricsDefinition
Elapsed time until a new customer realizes first meaningful value.
Use Case
Used to optimize onboarding and drive activation and retention.
Related Terms
Activation RateOnboardingPQL
Total Contract Value (TCV)
MetricsDefinition
Sum of all revenue over the life of a contract including recurring and one-time fees.
Use Case
Used for enterprise deal evaluation and services load planning.
Related Terms
ACVARRBookingsMRR
Unicorn
FinanceDefinition
Private startup valued at $1B+.
Use Case
Badge of prestige; not a goal in itself.
Related Terms
Hockey Stick Growth
Unit Economics
MetricsDefinition
Per-customer profitability (LTV vs CAC).
Use Case
Determines scalability.
Related Terms
CACLTV
Upsell
Customer SuccessDefinition
Selling more of the same product (seats, usage, tier upgrades).
Use Case
Used to increase NRR and maximize account value.
Related Terms
Cross-sellExpansion RevenueNRR
Usage Score
Customer SuccessDefinition
Quantitative measure of engagement and depth of product usage.
Use Case
Used to identify at-risk customers and expansion opportunities.
Related Terms
CSMHealth ScoreProduct Adoption Rate
Valuation
FinanceDefinition
Estimated company worth, negotiated in fundraising.
Use Case
Determines dilution.
Related Terms
ARRRevenue Multiple
Valuation Cap
FinanceDefinition
Maximum valuation at which a SAFE/note converts.
Use Case
Used to reward early investors for risk taken.
Related Terms
Convertible NoteDiscountSAFE
Vesting
FinanceDefinition
Earning equity over time or milestones (e.g., 4 years vesting with 1-year cliff).
Use Case
Used to align incentives and limit early departures.
Related Terms
CliffESOPOption Pool
Viral Coefficient
GrowthDefinition
Number of referrals generated per customer. >1 means viral growth.
Use Case
Used in consumer/SaaS virality analysis.
Related Terms
Network EffectsGrowth Hacking
Voice of Customer (VoC)
Customer SuccessDefinition
Systematic collection and analysis of customer feedback.
Use Case
Used to drive roadmap, CX, and retention improvements.
Related Terms
CSATChurnNPSProduct Discovery
Win Rate
MetricsDefinition
Percentage of closed-won deals out of qualified opportunities.
Use Case
Used to assess deal quality and sales effectiveness.
Related Terms
Pipeline CoverageQualification FrameworksSales Cycle Length
Workforce Planning
People & CultureDefinition
Forecasting skills and roles needed to deliver strategy.
Use Case
Used to align recruiting with roadmap and revenue goals.
Related Terms
Headcount PlanningOrg Design
Working Capital
FinanceDefinition
Current assets minus current liabilities.
Use Case
Used to monitor short-term liquidity and operating health.
Related Terms
Cash Conversion CycleCollections
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