CRM: Sales, Marketing & HR Terminologies

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CRM Terminology, different terms for each sector (Sales, Marketing, HR…)

As every analysis tool, CRM has also its own generic terms which vary according to the context: the terms that are used for marketing actions are not the same as for HR or IT operations.

It can also change depending on if it covers a SMB or big company. Because of course, each of them will not use the same terminologies.

In this article, we will see the most appropriate terms for a CRM, whether it is for Sales, Marketing or HR. Let’s get started first with those related to Sales activity.

1. Sales terminologies

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Sales cycle:

Series of steps followed by a company in order to convert a prospect into a client.

Pipeline:

Sales volume forecast or prediction on a given period, from the first contract to the final sale. It is a key element that allows us to identify the treatment process and lead transformation.

Prospect:

It is a potential customer who is interested in your company. It can also be someone that you decide to follow, in order to conclude a sale, even though this client does not know your company yet.

Client :

A client is basically every contact in the database, who was brought to subscribe to a service or a product offered by the company.

Scoring prospect:

This system allows us to give a positive or negative mark to some prospects, depending on their activity and personal details on the web. The goal is to determine if they are “ready for sales” or not.

The score is generally established based on a percentage, color code or a simple mark (out of 10 or based on a number of stars).

List view:

A list view allows salesmen to check their contacts, customers, tasks… that are in general listed under a table or graphic.

Prospect generation:

It is a process through which a company identifies new accounts or key contact targets (in other words new potential customers).

This target has to be in adequation with the company’s offer.

Sales qualified lead:

Sales Qualified Leads are leads that mostly come from marketing. They usually are detected by the salesman, who then turns them into opportunities.

More precisely, it is a prospect who is willing to know more about your products or services. He then has been redirected to a salesman.

2. Marketing terminologies

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Analytics:

Analytics represent data around project performances or marketing campaigns.

Targeting:

Based on personas, targeting will allow us to identify key contacts and companies to call in the case of marketing and sales campaigns.

Data mining:

It is about extracting information that is potentially used from databases.

To do that, data mining gives us the possibility to analyse, through complex processes, this extracted information. Then, we will be able to anticipate customer’s behavior (eg: a churn score gives us the probability of a client to switch to our competitor the next month).

Outsourcing:

It is about contacting an external company to get some help managing our internal activity.

There are several kinds of outsourcing: database hosting, marketing campaign executions, call center, etc.

Contact channel:

It is all of the customer’s mediums of communication : offline (mail, fax), and online (face to face, phone, internet, e-mail, SMS).

Cold prospect:

It is somebody who has never been contacted and who did not respond to any offer presentation.

Qualifed prospect:

A qualified prospect is a prospect on whom we have enough information or data. This will allow us to see if he belongs to our target or not, but also to see his potential within the target.

Prospect to call back:

It is a prospect who has to be recontacted after a first conversation. He may want a new meeting after a first call.

KPI (Key Performance Indicator):

KPIs or key performance indicators are used to measure the global efficiency of a sales or marketing measure.

3. HR terminologies

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Recruitment:

It includes the different actions that are set to find candidates. These candidates evidently have to fit the company’s needs.

Candidate:

Someone who applies for a job in a company.

Selected candidate:

He is the chosen candidate who is allowed to pass the final steps of the recruitment. He is the one whose knowledge and experience fit the job’s needs.

Interviewed candidate:

It is the candidate who will be chosen for an interview and to pass a professional aptitude test.

It is important to know that certain terms can change between companies.

Each company is going to have their own terminologies. For instance, a company in the automotive sector, is not going to use the same terms as a telecom company.

In the same way, a SMB is probably not going to use the same definitions as a big company.

These terminologies can also differ from a department to another within the same company.

For instance, the marketing department is not going to use the same terms as the sales department, despite their management proximity.

It happens that companies create their own terminologies as well, while adapting them to their activities.

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