A Massive List of Sales and Marketing Acronyms

January 21, 2022  |  
By Majda Anwar
January 21, 2022
By Majda Anwar

Acronyms are an essential part of business culture, and marketing is no stranger to this. With so many long phrases used, it makes sense… unless you have no idea what they mean! The last thing anyone wants to do is admit they need a list of marketing acronyms for a conversation that just occurred.

As a consultant, this has been a fairly regular occurrence with my clients. I used to make glossaries of customer-specific acronyms because every business had its own. Over the years, I’ve found there are a few (okay, way more than a few) that are standard across organizations – and this is my list so you’re not stuck wondering what they are!

Click to jump to a section:

Channels & Campaigns | Compliance | Concepts & Models | Lead Management | Metrics | Time | Technology | Web | General Business

Channels & Campaigns

Acronym MeaningDefinition
CMGRCommunity Manager Person dedicated to engaging the social community for a brand using their own voice
DMDirect Mail Marketing channel where tangible items are sent via postal service
DMDirect MessagePrivate message sent on a social media platform, such as Instagram
FBFacebookSocial networking giant where users can share and engage with others
IGInstagramMobile-first social platform that focuses on photos and video
LILinkedInBusiness-focused social platform focused on networking and career
NPLNew Product LaunchThe launch of a new product
PRPublic RelationsA company’s engagement with media and the public as a whole
RTRetweet Share someone else’s tweet
SMSocial MediaWebsite or app that encourages user content and networking
SMMSocial Media MarketingEngage customers and promote a product /service on social networks
TWTwitterSocial platform where users post with a limit of 280 characters
WOMWord-of-MouthProcess of actively influencing organic discussion of your brand or product
YTYouTubeVideo platform that’s the world’s third most-popular search engine

Compliance & Deliverability

CAN-SPAMControlling the Assault of Non-Solicited Pornography and Marketing ActPrivacy compliance legislation for the US signed in 2003
CASLCanada Anti-Spam LegislationPrivacy compliance legislation for Canada that has high standards.
CCPACalifornia Consumer Privacy Act Privacy compliance legislation for California only.
COIConfirmed Opt-InA status for a user in your database where they have confirmed they’d like to receive your emails
GDPRGeneral Data Protection RegulationPrivacy compliance legislation for the European Union
SPFSender Policy FrameworkA record that specifies which IPs can send emails from a domain, i.e. allows your MAP to send your emails
DKIMDomainKeys Identified MailSimilar to SPF, but adds proof the message has not been tampered with, adding more credibility
DMARCDomain-based Message Authentication, Reporting and ConformanceAuthentication method that verifies if an email was actually sent by the owner of the domain the user sees

Concepts & Models

ABMAccount-Based MarketingMarketing and sales model targeting full accounts, not single contacts
ABSAccount-Based SellingSales concept of going after target accounts in a holistic way, instead of targeting individual people
ABXAccount-Based Experience / EverythingReferences the combination of ABM and ABS into a more holistic, unified experience for target accounts. Why call it ABX?
AIDAAttention or Awareness, Interest, Desire, and ActionEarly model created to demonstrate the buyer’s journey
BANTBudget, Authority, Need, TimingTypical sales criteria used to determine if a prospect actually has a need that can lead to a sale
CJMCustomer Journey ManagementMeans by which a marketer maps out lifetime engagement of a customer
CXCustomer ExperienceHow companies go to market across channels to engage with customers
DGDemand GenerationMarketing focus to create demand for a product or service
DLDeep LearningA subset of machine learning where networks learn unsupervised
DTXDigital TransformationProcess of changing processes, tech, and team structure / skills to adapt to evolving customer demand
IoTInternet of Things A network of connected objects able to collect and share data
LGLead GenerationProcess of identifying, engaging and qualifying new leads
LOOPThe LoopOkay, it’s not an acronym … we’re just seeing if you’re paying attention 🙂
MOPsMarketing OperationsFunction of marketing dedicated to data, process, and tech.
RevOpsRevenue OperationsTightly-collaborative efforts between sales, marketing, and customer success. Read more here.
RMRevenue MarketingThe idea that marketing is a contributing, strategic business driver
RM6Revenue Marketing 6 A model that outlines the six components a company needs to realize revenue marketing
RTPReal-Time PersonalizationMeans to deliver tailored experiences on your website in real time.
UIUser Interface DesignThe design of any front-end digital property or software
UXUser Experience How a person experiences and reacts to a brand, produce or service

Finance / Purchasing

AFSAnnual Financial Statement
ARRAnnual Recurring RevenueRevenue realized on a yearly basis
CCGCorporate Controllers GroupGroup within Finance that typically provides key records, such as financial statements for investors
CFOChief Financial OfficerC-Suite executive responsible for all accounting / financial initiatives within the company.
CRRCapped Retention RateIs based on a capped renewal bookings number for each order number
CVContract ValueTypically used as a moment-in-time measurement of active contracts a company has with customers
EBITDAEarnings Before Interest, Taxes, and AmortizationMetric typically used to evaluate a company’s performance. 10% or more is considered good. More info here.
EPSEarnings Per ShareHow much $ a company made / how many shares it has outstanding. Used to determine corporate value and how profitable a company may be by investors.
P&LProfit & LossExpressed in a statement (P&L statement), a summary document showing a company’s financial health
POPurchase OrderDocument that binds a sales between buyer / seller. Used by purchasing departments to control costs.

Lead Management (Sales & Marketing Alignment)

Related: Read about key stages of effective lead management

ABCAlways Be ClosingMindset used to motivate a sales person to meet their revenue quota
AEAccount Executive Main sales contact for a particular account or business
AQLAutomated Qualified Lead Lead qualified via lead scoring by a marketing automation platform
ASPAverage Sales PriceAverage contract price of a deal marked closed-won in the CRM
BANTBudget Authority Need TimelineShorthand methodology to describe a qualified lead for sales.
BDRBusiness Development RepresentativeAn individual who qualifies leads before passing them to sales
BOFUBottom Of FunnelStage in a funnel where content / ads focus on conversions
CROChief Revenue OfficerA C-level position that typically heads both marketing and sales. Has been growing in popularity.
KYCKnow Your CustomerOften used to start conversation for updates on a given customer / prospect
KYDKnow Your DealsMantra for sales (and marketing!) to always know latest updates on current opportunities in pipeline
MAMajor AccountDesignation for high-value account that is crucial to company’s success
MALMarketing Accepted Lead A lead that is accepted by marketing
MOFUMiddle Of FunnelStage in a funnel where content / ads focus on building greater engagement
MQLMarketing Qualified LeadA lead qualified via lead scoring by a marketing automation platform
NAMNamed Account ManagerThe main sales contact for a particular account
RFPRequest for Proposal Formal request from a business for vendors to submit a project proposal
SALSales Accepted Lead A lead that sales has accepted from marketing as valid
SDRSales Development RepresentativeAn individual who qualifies leads before passing them to sales
SLAService Level AgreementIn a lead management context, rules of engagement between sales and marketing for lead processing
SQLSales Qualified LeadLead identified by sales team as having potential to buy
TALTarget Account ListIdeal set of companies / targets your sellers could pursue in tandem with targeted marketing efforts
TAMTotal Addressable MarketList of companies (or users) to whom you could market your products and services.
TOFUTop of FunnelStage where content / ads focus on initial engagement with target audience
TQLTele-Qualified LeadA lead qualified over the phone by an inside sales person

Want to start applying winning marketing principles into your strategy and tactics?

Our introduction to revenue marketing is for you!


Related: Our marketing KPIs course – it’s free!

ARRAnnual Recurring RevenueRevenue realized on a yearly basis
CPACost Per AcquisitionAverage advertising spend per new customer gained
CPCCost Per ClickTotal Cost / Total Clicks
CPLCost Per Lead Average ad spend per lead gained
CRConversion Rate % of people who clicked on an ad and took an action you wanted them to (i.e. filled out contact form)
CTRClick-Through RateTotal Clicks / Total Impressions
KPIKey Performance IndicatorStandards by which you measure success. Can vary.
LTVLifetime ValueMonetary value of a customer over the span of all their purchases
MRRMonthly Recurring RevenueRevenue realized on a monthly basis, mainly for subscription-based billing
PPCPay Per ClickTerm referencing paid digital advertising industry, including Google / Bing Ads and social advertising
ROASReturn on Ad SpendRevenue impact of advertising budget specifically
ROIReturn On Investment Ratio between the net profit and the original cost of investment
ROMIReturn On Marketing Investment Ratio between net bookings and original cost of marketing


COBClose of Business
EODEnd of Day
EOMEnd of Month
EOTEnd of Term (often used in regards to contracts)
EOWEnd of Week
FQFiscal Quarter
LOELevel of Effort
MoMMonth Over Month
QoQQuarter Over Quarter
QTDQuarter to Date
YoYYear Over Year
YTDYear to Date


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AEMAdobe Experience ManagerSoftware by Adobe that facilitates website, app and form management and offers a cloud service
AIArtificial intelligenceTheory and development of computer systems able to perform tasks that normally require human intelligence
ARAugmented RealityTech that uses some elements of virtual reality but integrates them to seamlessly work with the “real world”
ASPApplication Service ProviderCompany who provides access to an application (Example: Google is the ASP for Gmail)
AWSAmazon Web ServicesAn on-demand cloud services provider from Amazon often used for websites and apps
CDPContinuous Data ProtectionReal-time backup, a method of ensuring data is not lost
CMSContent Management System Software application used to create and modify content. WordPress is one well-known example.
CRMCustomer Relationship ManagementSoftware that tracks interactions with and interests of with current and potential customers. Salesforce and Hubspot are two major CRMs.
DAMDigital Asset ManagementSystem that houses digital assets, such as images, in a central location
DMPData Management Platform Software used for collecting and managing data
DSPDemand Side Platform Typically, a software used to purchase ad space through an SSP (see below) on a variety of networks
ESPEmail Service ProviderA vendor that provides mass electronic mail services, i.e. Mailchimp or Constant Contact
GAGoogle Analytics Commonly-used program to track how users interact with your website
GA4Google Analytics 4The iteration that succeeded Universal Analytics; forced adoption by Summer 2023.
GMBGoogle My BusinessSystem for local businesses to claim and manage their Google Maps listing
GSCGoogle Search Console Free service that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results
ISPInternet Service Provider A vendor that provides their customers with internet access, i.e. AT&T, Comcast, etc.
LMSLearning Management SystemA software application that manages educational courses
MAPMarketing Automation Platform A software platform that programs tasks for marketing campaigns and lead management. Examples are Marketo, Pardot, SFMC, and Eloqua.
MLMachine LearningAlgorithms and models computers use to complete tasks without explicit instructions
QR CodeQuick-Response Barcode Barcode that can be scanned by a mobile device for instant information
SaaSSoftware as a ServiceSoftware purchased on a subscription model and hosted centrally
SFDCSalesforce.comA customer relationship management vendor
SFMCSalesforce Marketing CloudCampaign management tool native to Salesforce. Not to be confused with Pardot.
SMSShort Message ServiceFormat of text messages that are less than 160 characters. Used in mobile marketing campaigns
SRPSocial Relationship PlatformSoftware that helps brands manage their presence and engagement on social media platforms
SSPSupply-Side Platform Software that allows websites/apps to offer ad space on networks for purchase through a DSP
UAUniversal AnalyticsKnown as the “standard” Google Analytics from 2005 – 2023 until deprecated in favor of GA4
UIDUnique IdentifierData point to differentiate your set – for example, email address is a UID for email and social marketing
VRVirtual Reality Computer-generated simulation of a 3D image or environment.
WPWordPressPopular website platform builder.

Have enough trouble keeping up? We can help! Learn about our Marketing Operations services.


Acronym MeaningDefinition
APIApplication Program InterfaceAllows a developer to have their system / program easily leverage another to streamline functionality
CLSCumulative Layout ShiftMetric measuring how much time is used on a page load to move elements from initial load into their proper place. Lower is better.
CROConversion Rate OptimizationProcess of examining lead funnels and making changes to increase rate of people converting
CSSCascading Style SheetsStandard markup language that describes how the HTML is presented
FCPFirst Contentful PaintTime to when first image or text is “painted” on screen and seen by the user – useful in SEO
GIFGraphics Interchange FormatA bitmap image format…debate exists on how to pronounce
HTMLHyper-Test Markup LanguageStandard markup language for documents to appear on the web. The “skeleton” of a website.
JSJavaScriptCommon programming language used on the web to control HTML and CSS in dynamic ways
LCPLargest Contentful PaintMetric denoting how long the largest item on a page (whether code, an image, etc.) takes to load. Lower is better.
NSFWNot Safe for Work Designation for content that is inappropriate for the workplace
pURLPersonal Uniform Resource LocatorTypically used in a direct mail marketing campaign; a unique landing page link for every person
PVPage ViewCounted when a page is loaded in a browser
RSSReally Simple SyndicationA web feed that accesses updates to websites in a readable format
RTBReal-Time BiddingRefers to the process of ad auctions taking place while a page loads to determine which ads show
SEMSearch Engine MarketingProcess of encouraging people to visit your website through paid digital advertising
SEOSearch Engine OptimizationProcess of making a website more relevant a user’s wants, which in turn helps your rank in Google, Bing, etc.
SSLSecure Sockets LayerOriginal method of providing secure connection for a browser to a website. Replaced by TLS
TLSTransport Layer Security TLS provides a secure connection for websites, communications, etc.
UGCUser-Generated ContentContent generated by users on a program / app, for example an uploaded image on Instagram
URLUniform Resource LocatorReference address to a specific asset found on the web, generally known as a link
XMLExtensionable Markup Language Markup that’s both human- and machine-friendly, most commonly seen for sitemaps

General Business

AMAccount ManagerPerson who handles client relationships and is the go-to for all questions relating to the client
AOBAny Other BusinessUsed for open times in meetings to address anything not on the agenda
B2BBusiness to BusinessShorthand for a business that sells directly to other businesses
B2B2CBusiness to Business to ConsumerOften, method of a company leveraging a network of dealers / sellers to sell products to customers
B2CBusiness to ConsumerShorthand for a business that sells directly to consumers
B2GBusiness to Government Shorthand for a business that sells to the government
BPUBusiness Process Improvement
BUBusiness UnitIn an enterprise, each company that operates as its own entity is referred to internally as a BU.
CDOChief Digital OfficerExecutive responsible for digital transformation at a company
CDOChief Data OfficerExecutive responsible for all data management
CMOChief Marketing OfficerExecutive responsible for all marketing at a company
CSOChief Sales OfficerExecutive responsible for revenue at a company, may roll up to CRO
CTOChief Technology OfficerThe executive in charge of all technology and sometimes R&D within a company
DRIDirectly Responsible IndividualPerson primarily responsible for a given task
EMEngagement Manager An individual that is responsible for growing a relationship with a client and ensuring healthy relationships
LOELevel of EffortEstimate of how much time, money and resources a task will take
M&AMergers and AcquisitionsRefers to process of companies combining or one buying another. Read our blog for more on M&As
MSAMaster Services AgreementLegal document that spells out the terms and conditions that govern agreements between parties.
NDANon-Disclosure Agreement Written agreement about sharing confidential information from one party to another
OOOOut of OfficeTypically seen in an automated email to refer to vacation time
PMProject ManagerAn individual who manages a project
PTOPaid Time OffVacation time an employee takes off with pay
R&DResearch and DesignWhat a company does to create and produce new products
SAMStrategic Account ManagerAccount Manager who handles high-value accounts termed “strategic” to business health and growth
SMBSmall and Mid-size Businesses Categorization of businesses by total revenue earned. Often referenced as SME
SMESmall and Mid-Size EnterprisesIn the US, there is no set definition for the revenue figures for each.
T&CTerms and ConditionsThat thing you said you read … but didn’t. #CheckboxLife
TLAThree Letter AcronymAn irritating concept to confuse those new to the corporate world
TOSTerms of ServiceA written agreement between two parties on how a product or service will be used

WHEW! What a list!

We’ll try to keep this list updated as we come across more acronyms!

What are we missing? Let me know on LinkedIn or send us a note!

You may also enjoy our Resources hub filled with blogs and more on a variety of major topics, or online marketing training with Revenue Marketing University!

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