CRM & Marketing Glossary

It’s easy to understand CRM terminology when you work with it every day, but many clients are new to CRM systems and would like a bit more of an introduction. We’ve created this CRM & Marketing Glossary to help you understand all the features (and jargon) associated with your new CRM system, and how they relate to your business processes.

Customer relationship management (CRM):

refers to either a strategy or software designed to prioritize and monitor customer relationships based on the collected information. As a strategy, the goal of CRM is to improve both business processes and customer satisfaction scores (CSAT) through the deliberate use of customer data. Likewise, CRM software, or cloud-based CRM, is a tool that can rapidly collect and sort customer information with the ultimate goal of improving relationships.

Through the use of CRM strategies and software, companies can work to improve their overall customer experience by carefully examining the interactions and pain points that customers face when they buy and use products or services. By capturing customer data, companies can gain a unique insight into their customer at each stage of their journey — then use that data to improve upon existing service offerings and products as necessary. As a company’s CRM plan and software platforms evolve with advancing technology, they’ll continue to be able to apply and learn from the data they’ve collected to enhance each area of the business, from marketing automation to chatbot support.


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Free CRM for Microsoft Windows (64-bit). Download the CRM and install it. To get notifications on new updates, install through SHOPPING CART or use QUICK DOWNLOAD.

  1. 360-degree customer view – This is a comprehensive view of the customer that includes all contact points, communication, marketing campaigns, opportunities, incidents, acquisition history, and all other aspects of the customer relationship.
  2. Account – This is an individual or group record for each customer, company, organization, and other contact. In some cases, the term “account” will replace the name of the company in correspondence.
  3. Activities – This is a history of phone calls, emails, meetings, and other tasks taken on a lead, contact, or account. It can be logged automatically by the software or manually by your sales representatives.
  4. Analytics – This is data that gives your business deeper insights to help you make faster and more informed decisions. Customer analytics include trends and behavioral data to help you acquire and retain profitable customers, while sales analytics comprises pipeline, win-loss, financial and other analyses of sales data. Analytics can also be used for segmentation, marketing campaigns, plans for future products, and much more.
  5. Analytical CRM – Analytical CRM uses Business Intelligence (BI) and data mining to report on and predict customer behavior.
  6. Back Office – Administrative staff of a company who do not have face-to-face contact with the company’s customers such as operations, IT, and Finance.
  7. Channel – How products and services are sold to end customers. Retailers and wholesalers are examples of different channels.
  8. Channel conflict – This happens when a company tries to sell products or services to the same customer group using different channels Selling via the Internet and retail is a good example of channel conflict.
  9. Customer Churn – Customer defection or disloyalty. Can be calculated as the number of lost customers from the average number of customers within the same period, and shown as a percentage.
  10. Collaborative filtering – A feature of CRM software that allows a business to provide products or services to a customer based on what other customers with similar preferences have purchased in the past. Internet retailers use collaborative filtering to recommend popular products to you.
  11. Cross-selling – Identifying and selling additional different goods as a result of the customer’s original purchase, either at the time of purchase or after.
  12. Customer loyalty – Measured as the extent to which customers will purchase additional products or services based on a previous buying experience.
  13. Data Mining – Analyzing information to identify trends, patterns, and business opportunities.
  14. Data Warehouse – An information repository such as a database that allows companies to access and analyze data and trends.
  15. Front Office – The operations and staff of a customer-facing company. These may include customer service, customer support, call centers, and internal sales.
  16. One-to-one marketing – Learning about and developing a relationship with the customer on a personalized, interactive basis.
  17. Segmentation – Dividing customers into groups, each with common demographic attributes and assessing their value to the business.
  18. Upselling – increasing the value of a sale to the customer, for example by offering a more expensive version or add-ons, either at the time of sale or after.
  19. Application Programming Interface (API): A source code interface that a computer system or program library provides to support requests for services made via a computer program.
  20. Bug: A minor defect in a product.
  21. Campaigns: A set of marketing activities aimed at reaching potential clients and increasing sales to existing customers.
  22. Cloud CRM: All the data of an organization resides in the CRM vendor’s servers in a datacentre and is accessed via the internet from anywhere. Therefore it is said to reside in a cloud.
  23. Contact: Contacts are individual people in the organization to whom you are trying to sell your product.
  24. Connector: Software that connects two platforms.
  25. Customization: Adding features or functionalities which are not available in an application or software by default.
  26. Custom Field: Create your fields to record information that is unique to your business.
  27. Custom Report: Building your reports from scratch to meet the exact needs of your organization. Default reports in a CRM might not satisfy all your reporting needs and as a result, custom reports are built by customizing a CRM.
  28. Database: A systematically organized repository of information that allows easy retrieval, updating, and analysis of data.
  29. Dashboard: Data visualization tool that displays the current status of metrics and key performance indicators (KPIs) for an enterprise.
  30. Dashlet: An individual component that can be added to or removed from a dashboard.
  31. Deployment: The way CRM is installed in your organization. It could be On-Demand or On-Premise.
  32. Entity: Entities are used to model and manage data in a CRM. Accounts, Contacts, Leads, Opportunities are all examples of entities.
  33. Enterprise Resource Planning (ERP): Business process management software that allows an enterprise to use a system of integrated applications to manage the business and automate many back-office functions.
  34. Invoice: A commercial document issued by a seller to the buyer, indicating the products, quantities, and agreed prices for products or services.
  35. Knowledge Base: A centralized repository for information used to optimize information collection, organization, and retrieval for an organization.
  36. Lead: An early contact in the sales process who has not yet been evaluated or qualified to be an opportunity.
  37. Lead Scoring: Assigning a numeric value to a lead to measure its likelihood of qualifying into a deal.
  38. List View: A list of individual records displayed on a module’s home page.
  39. On-Premise CRM: Installing the software on your servers in your organization and having your own IT staff to manage it.
  40. Open Source CRM: The source code of a CRM is available for modifications. An organization can get CRM consultancy to determine what changes can be made in the CRM to align it with its business model.
  41. Opportunity: Potential prospects or clients who are interested in your product.
  42. Purchase Order: A document issued by a buyer to a seller that indicates types, quantities, and agreed prices for products or services.
  43. Quote: A formal offer for products or services proposed at specific prices and related payment terms that is sent to a prospective customer.
  44. Roles: A defined set of user rights or permissions that determines the tasks a particular user can perform.
  45. Sales Order: A document used by businesses to track and complete a customer order.
  46. Scalability: The ability to increase database size or the number of users without losing performance.
  47. Sharing Access: Determines what level of data sharing is enabled between users.
  48. Social CRM: A CRM software that uses social media and social media techniques to engage a business’s customer base.
  49. Task: A generic activity that represents work that needs to be done.
  50. Targets: A target, sometimes called a suspect or prospect in other CRM systems, represents an individual about whom you know little.
  51. Tickets: A record of information related to a customer issue or service request.
  52. Trigger: An action that initiates subsequent actions e.g filling out the contact form of a company can trigger a series of marketing emails.
  53. Web to Lead: A functionality in CRM that garners customer profile information on the company’s website and then generates a lead using that data.
  54. Workflows: Automatic processes set in your CRM system. They are created to eliminate the need to perform a lot of manual tasks or to oversee a set of predefined actions.