Sales, GTM & CRM glossary

What Syntiqa does when it cannot tell which record an interaction belongs to. It writes nothing to the uncertain record and flags the item for review.

The company you sell to, as a record in your CRM. Its contacts, deals and activities hang off it.

The seller who owns a deal from qualification to signature.

Marketing aimed at a chosen list of companies, with a message written for each one.

A line on a record's timeline, such as a logged email, a meeting or a task.

The yearly value of the subscriptions a company has under contract.

A qualification method that checks budget, authority, need and timing before a deal moves on.

A seller who opens conversations with new prospects and books first meetings for account executives.

A short portrait of someone who typically buys from you: their role, what they care about and what makes them act.

The group of people at a customer who weigh in on a purchase, from the user to the person who signs.

Something a prospect does that suggests they may be ready to buy, such as asking for pricing or hiring for a related role.

A qualification method that starts from the prospect's challenges, then checks authority, money and priority.

A person at the customer who wants your deal to happen and pushes for it.

Channel

One of the ways an interaction reaches Syntiqa. The same rules apply on every channel.

The final stage of an opportunity that did not turn into a sale. A good record keeps the reason.

The final stage of an opportunity your team has won.

A short briefing on a new account: what the company does, its size, recent news and market position. Syntiqa writes it in the account description.

How sure Syntiqa must be before it changes a field, set for each customer. Below it, the field stays as it was.

A person at an account, with their role and the ways to reach them.

The share of records that move from one step to the next, for example from lead to opportunity.

Customer relationship management: the system where a sales team keeps its accounts, contacts, deals and activities.

How complete, current and correct your CRM records are.

Adding missing information to CRM records, such as a company's size or a contact's role, from outside sources.

Routine upkeep that keeps CRM records up to date, so reports match the latest exchange with each customer.

A field your company adds to the CRM for its own process, beyond the fields the CRM ships with.

What it costs, in sales and marketing spend, to win one new customer.

Finding records that describe the same company or person and merging them into one.

Deal

Another word for an opportunity. HubSpot uses it as the name of the record.

One step of a pipeline, such as proposal or negotiation. Each stage shows how far a deal has come.

Marketing work that makes more of the right companies aware of a problem and of your answer to it.

An early meeting where the seller learns the prospect's situation, needs and way of buying.

The person at the customer who can approve the spend.

What Syntiqa attaches to each field it changes: the sentence from the interaction, a confidence level and a link to the source.

A line you write beside a CRM field to explain what it means in your business and what evidence fills it.

Facts that describe a company, such as industry, size, location or revenue.

What Syntiqa does with an update it cannot settle: it files the activity and alerts a person.

A team's estimate of the revenue it will close in a period, built from the deals in its pipeline.

The plan for how a company reaches its customers and sells to them: who to target, through which channels and with which message.

A description of the companies most likely to buy and to get value from what you sell.

A lead who came to you first, for example by filling in a form or booking a demo.

Signs that a company is researching a topic, used to spot accounts that may be in a buying cycle.

Any meeting, call, email or voice note between your team and a customer or prospect.

A first contact who is not yet qualified. With "lead first" switched on, every first contact starts as a lead.

The rules that decide which seller or team a new lead goes to.

Giving each lead a score from their profile and behaviour, so sellers know who to call first.

A field you put off-limits, such as a forecast or a negotiated amount. Syntiqa leaves it alone and raises an alert if something tries to change it.

A lead that marketing judges worth passing to sales, based on fit and interest.

A sales qualification method. Each letter names something a deal should show, such as metrics, the economic buyer or the decision criteria.

The monthly value of the subscriptions a company has under contract.

The agreed action that moves a deal forward, with a date. Many CRMs keep it in its own field.

Next step→Send a quote for 40 cases9:14 AM

A bot that joins calendar meetings by itself and captures transcripts and action items.

A concern a prospect raises before signing, such as price, timing or a competitor.

The rules Syntiqa follows for your company, in 18 areas, from stage requirements to the fields it may update. You change them without an engineering project.

Opportunity

A potential sale being worked in a pipeline. HubSpot calls it a deal.

A CRM field with a fixed list of values to choose from, such as a stage or an industry.

The stages a deal goes through in your CRM, and the open deals in each one.

The value of open pipeline compared with the target for the same period.

The contact a seller marks as the main one on a deal.

One product on an opportunity's product list, also called a line item. It comes from your price book.

Live help during a video call. When the prospect objects, a suggested answer appears on the seller's screen, drawn from documents you supply, such as a product sheet or a competitor battlecard.

Your own criteria, in your words, that a first contact must meet to become an opportunity.

An object in your CRM, such as a lead, a contact, an account, an opportunity or a task.

The person a CRM record belongs to, usually the seller who works the account or the deal.

A deal with an existing customer whose contract is coming to an end.

A CRM field your process expects to be filled, often before a forecast review.

The team that runs the sales process, the CRM and the reports behind them. RevOps or the CRM owner usually writes the rules Syntiqa follows.

The time a deal takes from first contact to signature.

A shared way of qualifying and running deals, such as MEDDPICC, BANT or CHAMP.

A lead that sales has qualified as a real potential deal.

A planned series of emails, calls and messages sent to a prospect over several days.

What a deal needs before it moves to a stage, such as a named decision-maker or an agreed next step.

A picture of the people involved in a deal at the customer, their roles and how they relate.

A follow-up item for the seller, such as scheduling a meeting a customer asked for.

The full revenue available if every company that could use your product bought it.

The filter that sets automatic replies, bounces and newsletters aside before Syntiqa processes a message. Each skipped message keeps its reason.

One saved state of your rules, with its author, date and note. Versions are never overwritten.

A short note a seller records, for example after a visit. Syntiqa turns it into updates on the right record.

Pipeline value where each deal counts according to how likely it is to close.

The share of closed opportunities that were won.

An open deal that has stopped moving but still sits in the pipeline and the forecast.