Sales Glossary

Presenting you the A-Z of sales, revenue, and more.

With the rise of AI, new sales technology and automation at the forefront of the sales echo chamber these days, we thought we’d take a moment to bring it back to BASICS – that’s why we’ve rounded up this complete glossary of sales terms and definitions to help you remember where it all started.

This practical sales glossary is meant for anyone in sales who needs to refresh their memory on the most commonly used sales terms – especially new reps who are still learning the playing field.

We’d also recommend this guide for any sales managers or business development leaders who are onboarding new reps. This sales glossary is meant to reduce ramp time for new reps that are getting immersed in B2B sales jargon for the first time.

Words By Letters


Glossary: A

A/B Testing

A/B Testing is an experiment to compare two versions of an email, web page or app against each other to see which one performs better.


Account comprises the sum of all the background information about a client, be it an individual or a corporation, together with contact details, preferences, behavioral patterns, and purchasing history.

Account-Based Everything

Account-Based Everything is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement with, and conversion of, a targeted set of accounts.

Account-Based Marketing

Account-based marketing (ABM) is a business marketing strategy that concentrates to create a personalized buying experience for a set of target accounts within a market.

Account-Based Selling

An account-based selling strategy treats each account as a market of one. Instead of one salesperson targeting a single contact within a company, an entire team is dedicated to targeting multiple stakeholders at the prospective customer’s company.

Account Executive (AE)

An Account Executive (AE) is a salesperson. They are usually responsible for serving the needs of existing customers and closing sales deals to create new customers.


AIDA stands for Attention, Interest, Desire and Attention. It is a model used in marketing that describes the steps a customer goes through the process of purchasing the product.

Always Be Closing

Always Be Closing is an antiquated sales strategy that says everything a sales rep does throughout the sales process is in pursuit of the singular goal of closing a deal.

Annual Contract Value

Annual contract value (ACV) is an average annual contract value of subscription revenue from each contracted customer.

Annual Recurring Revenue

Annual Recurring Revenue is a SaaS business metric that refers to revenue, normalized on an annual basis, that a company expects to receive from its customers for providing them with the product and services.

Artificial Intelligence in Sales

Artificial intelligence tools can help salespeople fill pipelines fast. There are AI tools today that find new leads for you within your databases

Average Customer Life

The average customer lifespan (ACL) is the average number of days between the first order date and last order date of all of your customers.

Average Revenue Per User

Average Revenue Per User or ARPU is the measure of the revenue generated per user or unit.

Average Selling Price

Average Selling Price (ASP) refers to the price at which a certain product or service is to be sold. Selling price can also be known as market price, list price, or standard price.

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