Marketing Operations Glossary
Marketing Operations Terms Explained in Plain English
Welcome to the RevOps Glossary by RevScore™.
Revenue Operations brings together concepts from Sales, Marketing, Customer Success, CRM, Analytics, Business Intelligence, GTM Strategy, Automation, and Data Management.
This glossary explains the most important terms using clear, practical language—making Revenue Operations easier to understand whether you're just getting started or already working in the field.
Marketing Operations
Marketing Operations
Marketing Operations focuses on managing marketing technology, campaign execution, lead management, marketing automation, reporting, and operational efficiency.
Attribution
Attribution identifies which marketing activities contributed to generating leads, opportunities, or revenue.
UTM Parameters
UTM Parameters are tracking tags added to URLs that help identify where website traffic and campaign performance originate.
Campaign
A Campaign is a coordinated marketing initiative designed to generate awareness, leads, customer engagement, or revenue.
Lead
A Lead is a person or organization that has expressed interest in a company's products or services.
Marketing Qualified Lead (MQL)
An MQL is a lead that has demonstrated enough interest or matches predefined criteria to be considered ready for sales evaluation.
Sales Qualified Lead (SQL)
An SQL is a lead that has been reviewed and accepted by the sales team as ready for direct sales engagement.
Lead Scoring
Lead Scoring is the process of assigning numerical values to leads based on characteristics and behaviors to estimate their likelihood of becoming customers.
Conversion Rate
Conversion Rate measures the percentage of people or organizations that complete a desired action, such as becoming a customer.
Funnel
A Funnel represents the stages prospects move through before becoming customers, typically beginning with awareness and ending with purchase.
Account-Based Marketing (ABM)
ABM is a go-to-market strategy that focuses sales and marketing efforts on a carefully selected group of high-value accounts instead of broad audience targeting.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost represents the average cost required to acquire a new customer, including marketing and sales expenses.
Learn the Language of Modern Revenue Operations
Master the concepts, terminology, and best practices that power today's highest-performing revenue teams—all explained in clear, practical language.
Revenue Operations is one of the fastest-growing business disciplines, but it's also one of the newest.
Because RevOps brings together multiple departments, professionals are often expected to understand terminology from sales, marketing, customer success, analytics, finance, automation, and technology.
Finding clear explanations isn't always easy.
That's why we created this glossary.
Whether you're preparing for a RevOps interview, implementing a CRM, working on GTM strategy, or simply learning the discipline, you'll find practical definitions you can actually use.