Английский для продаж и маркетинга: ключевая лексика

"cold outreach"

Contacting prospects with whom you have had no prior relationship.

"Our cold outreach campaign generated 40 qualified leads this quarter."

"lead generation"

The process of attracting and capturing potential customers' contact information.

"The new landing page doubled our lead generation rate overnight."

"ideal customer profile (ICP)"

A detailed description of the type of company or person most likely to buy your product.

"We refined our ICP to focus on mid-market SaaS companies with 50–200 employees."

"pain point"

A specific problem or challenge that a prospect experiences and wants to solve.

"Her biggest pain point was spending three hours a day on manual data entry."

"buyer persona"

A semi-fictional profile of your target buyer based on research and data.

"We created three buyer personas to guide our messaging for each segment."

"pipeline"

The set of all deals at various stages of the sales process at any given time.

"The sales manager reviewed the pipeline every Monday to forecast the week's revenue."

"qualified lead"

A prospect who meets criteria indicating they are a good fit and have buying intent.

"Only qualified leads get passed to the account executives for a demo."

"outbound sales"

A strategy where the sales team proactively reaches out to potential customers.

"Our outbound sales team makes 80 calls per day targeting enterprise decision-makers."

"elevator pitch"

A very short, compelling summary of your product or offer delivered in under 60 seconds.

"She practiced her elevator pitch until she could deliver it confidently at networking events."

"value proposition"

A clear statement explaining how your product solves a problem and why it's better than alternatives.

"Our value proposition centers on saving operations teams 10 hours a week."

"product demo"

A live or recorded walkthrough showing how a product works and its key benefits.

"The product demo converted 65% of prospects into paying customers last month."

"discovery call"

An initial conversation focused on understanding a prospect's needs and challenges.

"Every deal starts with a 30-minute discovery call to qualify the opportunity."

"proof of concept (POC)"

A limited trial or pilot to demonstrate that a solution works in the customer's environment.

"The enterprise team ran a 30-day proof of concept before signing the annual contract."

"objection handling"

The technique of addressing and overcoming a prospect's concerns or hesitations.

"He practiced objection handling until price concerns no longer stalled his deals."

"USP (unique selling point)"

The one feature or benefit that makes your offer distinctly better than competitors.

"Our USP is the only platform that integrates with all major CRMs out of the box."

"social proof"

Evidence such as customer testimonials and case studies that validates your claims.

"Adding social proof from Fortune 500 clients increased our conversion rate by 30%."

"best and final offer"

The last price or terms a seller is willing to accept, with no further room for negotiation.

"After three rounds of negotiation, we submitted our best and final offer."

"BATNA"

Best Alternative To a Negotiated Agreement — your fallback option if talks fail.

"Knowing your BATNA gives you the confidence to walk away from a bad deal."

"concession"

Something you give up or offer to the other side in order to reach an agreement.

"We made a concession on payment terms in exchange for a two-year commitment."

"discount threshold"

The maximum percentage reduction from list price a sales rep is authorised to offer.

"The rep stayed within the 15% discount threshold without escalating to management."

"anchor price"

The first price stated in a negotiation, which sets the reference point for further discussion.

"By setting a high anchor price, the team left room for a generous-seeming discount."

"win-win outcome"

A negotiated result where both parties feel they have gained value.

"The extended support package created a win-win outcome for both sides."

"scope creep"

The gradual expansion of a project's requirements beyond the original agreement.

"The contract was renegotiated after scope creep added three extra deliverables."

"mutual NDA"

A non-disclosure agreement signed by both parties to protect confidential information.

"We signed a mutual NDA before sharing detailed pricing models with the prospect."

"closing the deal"

Successfully finalising a sale by getting the customer's formal agreement or signature.

"After six months of negotiation, she finally closed the deal on Friday afternoon."

"CRM (Customer Relationship Management)"

Software used to track interactions, deals, and customer data throughout the sales cycle.

"All call notes must be logged in the CRM within 24 hours of the meeting."

"upsell"

Persuading an existing customer to buy a more expensive or higher-tier product.

"The account manager identified an upsell opportunity worth $15,000 annually."

"cross-sell"

Suggesting a related or complementary product to an existing customer.

"After the initial purchase, the rep successfully cross-sold the analytics add-on."

"churn rate"

The percentage of customers who cancel or do not renew their contract over a period.

"Reducing churn rate by 5% had a bigger impact on revenue than acquiring new logos."

"renewal rate"

The percentage of customers who continue their subscription or contract at the end of a term.

"The customer success team drove the renewal rate to 94% this year."

"sales velocity"

A measure of how quickly deals move through the pipeline and generate revenue.

"Automating follow-up emails increased sales velocity by shortening the average cycle by two weeks."

"deal stage"

A defined step in the CRM pipeline representing how far a deal has progressed.

"Move the opportunity to the proposal deal stage after sending the quote."

"go-to-market (GTM) strategy"

The plan for launching a product to market, covering target audience, messaging, and channels.

"The VP of Marketing presented the go-to-market strategy for the Q3 product launch."

"demand generation"

Activities designed to create awareness and interest in a product or service.

"The demand generation team runs webinars and paid ads to fill the top of the funnel."

"content marketing"

Creating and distributing valuable content to attract and retain a target audience.

"Content marketing through long-form blog posts drove 40% of inbound leads last year."

"MQL (Marketing Qualified Lead)"

A lead that marketing has deemed likely to become a customer based on engagement data.

"Any contact who downloads two or more whitepapers is automatically tagged as an MQL."

"SQL (Sales Qualified Lead)"

A lead that the sales team has vetted and accepted as ready for direct sales follow-up.

"The team converts about 30% of MQLs into SQLs after initial qualification calls."

"funnel"

The staged journey a prospect takes from first awareness to becoming a paying customer.

"The marketing funnel narrows sharply at the consideration stage for enterprise deals."

"brand awareness"

The extent to which a target audience recognises and recalls your brand.

"The sponsorship deal significantly boosted brand awareness in the European market."

"account-based marketing (ABM)"

A B2B strategy that focuses marketing and sales resources on a specific set of target accounts.

"Our ABM programme targeted 50 enterprise accounts with personalised outreach sequences."

"conversion rate"

The percentage of prospects who take a desired action, such as making a purchase.

"Changing the CTA button colour lifted the landing page conversion rate from 2% to 3.5%."

"CAC (Customer Acquisition Cost)"

The total cost of acquiring one new customer, including marketing and sales expenses.

"Our CAC dropped by 20% after we shifted budget from events to inbound content."

"LTV (Lifetime Value)"

The total revenue a business can expect from a single customer over their entire relationship.

"The LTV to CAC ratio of 4:1 indicated healthy unit economics for the product."

"ROI (Return on Investment)"

A measure of the profitability of an investment relative to its cost.

"The trade show delivered a 3x ROI when all closed deals were attributed to the event."

"quota"

The revenue or activity target assigned to a sales rep for a given period.

"She hit 120% of her quarterly quota by focusing on enterprise renewals."

"win rate"

The percentage of sales opportunities that result in a closed-won deal.

"Shortening the demo to 30 minutes improved our win rate by 8 percentage points."

"average deal size"

The mean value of all closed deals within a specific period.

"Moving upmarket increased our average deal size from $5,000 to $22,000."

"NPS (Net Promoter Score)"

A customer loyalty metric measuring how likely customers are to recommend your product.

"Our NPS rose from 32 to 61 after we launched the new onboarding flow."