Glossary

Glossary

Terms we use in growth, operations and compliance work, defined the way we apply them.

A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

A

Attribution modelAn attribution model is the rule a company uses to decide how much credit for a sale or a lead goes to each marketing touchpoint the customer interacted with before converting.

C

CAC payback periodCAC payback period is the number of months it takes for the gross margin from a new customer to cover the cost of acquiring that customer.

F

Fractional executiveA fractional executive is a senior leader, such as a CMO, CFO or COO, who works for a company part time and on contract instead of as a full-time hire, usually a set number of days a week.

H

HADI loopA HADI loop is a four-step cycle for testing a growth idea: Hypothesis, Action, Data, Insight, run in that order so a team learns something specific from every test instead of just running it.

K

KPI treeA KPI tree is a diagram that breaks one top-level goal, such as revenue, down into the smaller metrics that drive it, so each team can see which number they own.

M

O

Operations auditAn operations audit is a structured review of how work, money and decisions actually move through a company, done to find where a process breaks down before deciding what to fix.

R

Revenue operationsRevenue operations is the function that aligns marketing, sales and customer success on one set of data, one set of definitions and one process for moving a lead to a paying, renewing customer.

U

Unit economicsUnit economics is the revenue and cost of a single customer or transaction, isolated from the rest of the business, so a company can see whether that one unit is profitable on its own.