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Definitions of CRM terms and concepts

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A

Activity
A logged interaction with a contact or company, such as a phone call, email, meeting, note, or task. Activities are recorded on the timeline of the associated record and contribute to reporting metrics.
Archive
A soft-delete operation that hides a record from default list views without permanently destroying it. Archived records retain all associated data and can be restored at any time by managers or admins.
Auto-Tag Rule
An automated rule that applies tags to records based on email events or other triggers. For example, a rule can tag contacts as "engaged" when they open a campaign email.

B

Billing Period
The recurring interval at which your organization is charged for CRM usage. Common billing periods include monthly, quarterly, and annual.
Bounce
An email that failed to deliver to the recipient. A hard bounce indicates a permanent delivery failure (invalid address), while a soft bounce indicates a temporary issue (full mailbox, server down).

C

Campaign
An organized email outreach effort targeting a group of contacts. Campaigns can include multiple emails, A/B testing, scheduling, and detailed analytics for open rates, click rates, and conversions.
Contact
A person record in the CRM, typically associated with a company. Contacts store personal details, communication history, and activity timelines.
Contact Group
A saved list of contacts used for bulk operations such as campaigns, exports, or targeted outreach. Groups can be static (manually curated) or dynamic (automatically updated based on filter criteria).
Custom Field
A user-defined data field added to entities (companies, people, opportunities) beyond the default system fields. Custom fields support text, number, date, dropdown, and other types.

D

Deal
See Opportunity. The terms "deal" and "opportunity" are used interchangeably to refer to a potential sale being tracked through pipeline stages.

E

Enrichment
The process of automatically enhancing contact and company records with data from third-party sources, such as company size, industry, social profiles, and job titles.

F

Forecast Category
A classification bucket used for sales predictions. Standard categories include Pipeline (early stage), Best Case (likely), Commit (highly confident), and Closed (completed).
Funnel
A visual representation of conversion rates through sequential stages, showing how many records progress from one step to the next. Used in reports to identify drop-off points in your sales process.

K

Kanban
A board-based view where columns represent stages and cards represent individual records (typically opportunities). Records are moved between columns by dragging and dropping to update their stage.

L

Lead
A potential customer who has shown interest but has not yet been qualified. Leads are often the earliest stage in the sales process before becoming a prospect or opportunity.
Lifecycle Stage
The phase of a company's journey through your sales process. Common lifecycle stages include Prospect, Lead, Customer, and Churned. Lifecycle stage helps segment your accounts for targeted outreach.
Line Item
An individual product or service entry on a quote or invoice. Each line item includes the product name, quantity, unit price, discount, and total amount.

O

Opportunity
A potential sale being tracked through a series of pipeline stages. Opportunities have an estimated value, close date, probability, and associated company and contacts.

P

Pipeline
A defined sequence of stages that represent the steps in your sales process. Each pipeline has an ordered set of stages with associated probability percentages used for revenue forecasting.
Probability
The likelihood percentage of closing a deal, typically tied to the opportunity's current pipeline stage. Used to calculate weighted value for more accurate forecasting.
Prospect
An early-stage potential customer who has been identified as a fit but has not yet entered active sales conversations. Prospects are typically companies or contacts being researched or nurtured.

Q

Quote
A formal pricing proposal sent to a potential customer. Quotes include line items with products, quantities, pricing, discounts, and terms. They can go through approval workflows before being sent.

R

RLS (Row-Level Security)
A database-level security mechanism that ensures users can only access records belonging to their organization. RLS enforces data isolation automatically on every query, preventing cross-tenant data leaks.

S

SKU
Stock Keeping Unit — a unique identifier assigned to each product in the product catalog. SKUs are used to reference products on quotes, invoices, and line items.
Stage
A step in a pipeline representing a phase of deal progression. Stages are ordered sequentially (for example: Qualification, Proposal, Negotiation, Closed Won) and each has an associated probability percentage.
Suppression
An email address that has been blocked from receiving further outbound messages. Suppressions can result from hard bounces, spam complaints, or manual blocking by an admin.

T

Tag
A label applied to records for categorization and filtering. Tags are freeform text and can be used to organize contacts, companies, and opportunities by any criteria relevant to your business.
Template
Reusable content for emails, quotes, or tasks that standardizes communication and saves time. Email templates support merge fields for personalization with contact and company data.
Territory
A geographic or logical grouping used for sales assignment and reporting. Territories help distribute accounts among team members and track regional performance.

U

Unsubscribe
A contact's opt-out from receiving marketing emails. Unsubscribed contacts are automatically excluded from campaigns. Respecting unsubscribes is required for email compliance.

V

Validation Rule
A data quality rule that enforces field format or value requirements. For example, a validation rule can require that phone numbers match a specific format or that certain fields are not left empty.

W

Webhook
An HTTP callback triggered by events in the CRM, such as record creation, updates, or stage changes. Webhooks allow external systems to receive real-time notifications and react to CRM events.
Weighted Value
The opportunity amount multiplied by the close probability percentage. For example, a $100,000 deal at 40% probability has a weighted value of $40,000. This metric is used in pipeline reports and forecasting.
Workflow
An automated sequence of actions triggered by specific events or conditions in the CRM. Workflows can send notifications, update fields, create tasks, apply tags, and perform other actions without manual intervention.

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