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
Am I missing something? Let me know! Channels & Campaigns
Acronym Meaning Definition CMGR Community Manager Person dedicated to engaging the social community for a brand using their own voice DM Direct Mail Marketing channel where tangible items are sent via postal service DM Direct Message Private message sent on a social media platform, such as Instagram FB Facebook Social networking giant where users can share and engage with others IG Instagram Mobile-first social platform that focuses on photos and video LI LinkedIn Business-focused social platform focused on networking and career NPL New Product Launch The launch of a new product PR Public Relations A company’s engagement with media and the public as a whole RT Retweet Share someone else’s tweet SM Social Media Website or app that encourages user content and networking SMM Social Media Marketing Engage customers and promote a product /service on social networks TW Twitter Social platform where users post with a limit of 280 characters WOM Word-of-Mouth Process of actively influencing organic discussion of your brand or product YT YouTube Video platform that’s the world’s third most-popular search engine Compliance & Deliverability
Acronym Meaning Definition CAN-SPAM Controlling the Assault of Non-Solicited Pornography and Marketing Act Privacy compliance legislation for the US signed in 2003 CASL Canada Anti-Spam Legislation Privacy compliance legislation for Canada that has high standards. CCPA California Consumer Privacy Act Privacy compliance legislation for California only. GDPR General Data Protection Regulation Privacy compliance legislation for the European Union SPF Sender Policy Framework A record that specifies which IPs can send emails from a domain, i.e. allows your MAP to send your emails DKIM DomainKeys Identified Mail Similar to SPF, but adds proof the message has not been tampered with, adding more credibility DMARC Domain-based Message Authentication, Reporting and Conformance Authentication method that verifies if an email was actually sent by the owner of the domain the user sees
Concepts & Models
Acronym Meaning Definition ABM Account-Based Marketing Marketing and sales model targeting full accounts, not single contacts AIDA Attention or Awareness, Interest, Desire, and Action Early model created to demonstrate the buyer’s journey CJM Customer Journey Management Means by which a marketer maps out lifetime engagement of a customer CX Customer Experience How companies go to market across channels to engage with customers DG Demand Generation Marketing focus to create demand for a product or service DL Deep Learning A subset of machine learning where networks learn unsupervised DT Digital Transformation Process of changing processes, tech, and team structure / skills to adapt to evolving customer demand IoT Internet of Things A network of connected objects able to collect and share data LG Lead Generation Process of identifying, engaging and qualifying new leads MOPs Marketing Operations Function of marketing dedicated to data, process, and tech. RM Revenue Marketing The idea that marketing is a contributing, strategic business driver RM6 Revenue Marketing 6 A model that outlines the six components a company needs to realize revenue marketing RMJ Revenue Marketing Journey Maturity model to measure a company’s path to revenue marketing RTP Real-Time Personalization Means to deliver tailored experiences on your website in real time. UI User Interface Design The design of any front-end digital property or software UX User Experience How a person experiences and reacts to a brand, produce or service
Lead Management (Sales & Marketing Alignment)
Acronym Meaning Definition ABC Always Be Closing Mindset used to motivate a sales person to meet their revenue quota AE Account Executive Main sales contact for a particular account or business AQL Automated Qualified Lead Lead qualified via lead scoring by a marketing automation platform ASP Average Sales Price Average contract price of a deal marked closed-won in the CRM BANT Budget Authority Need Timeline Shorthand methodology to describe a qualified lead for sales. BDR Business Development Representative An individual who qualifies leads before passing them to sales BOFU Bottom Of Funnel Stage in a funnel where content / ads focus on conversions MAL Marketing Accepted Lead A lead that is accepted by marketing MOFU Middle Of Funnel Stage in a funnel where content / ads focus on building greater engagement MQL Marketing Qualified Lead A lead qualified via lead scoring by a marketing automation platform NAM Named Account Manager The main sales contact for a particular account RFP Request for Proposal Formal request from a business for vendors to submit a project proposal SAL Sales Accepted Lead A lead that sales has accepted from marketing as valid SDR Sales Development Representative An individual who qualifies leads before passing them to sales SLA Service Level Agreement In a lead management context, rules of engagement between sales and marketing for lead processing SQL Sales Qualified Lead Lead identified by sales team as having potential to buy TOFU Top of Funnel Stage where content / ads focus on initial engagement with target audience TQL Tele-Qualified Lead A lead qualified over the phone by an inside sales person
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Acronym Meaning Definition ARR Annual Recurring Revenue Revenue realized on a yearly basis, mainly for subscription-based billing CPA Cost Per Acquisition Average advertising spend per new customer gained CPC Cost Per Click Total Cost / Total Clicks CPL Cost Per Lead Average ad spend per lead gained CR Conversion Rate % of people who clicked on an ad and took an action you wanted them to (i.e. filled out contact form) CTR Click-Through Rate Total Clicks / Total Impressions KPI Key Performance Indicator Standards by which you measure success. Can vary. LTV Lifetime Value Monetary value of a customer over the span of all their purchases MRR Monthly Recurring Revenue Revenue realized on a monthly basis, mainly for subscription-based billing PPC Pay Per Click Term referencing paid digital advertising industry, including Google / Bing Ads and social advertising ROAS Return on Ad Spend Revenue impact of advertising budget specifically ROI Return On Investment Ratio between the net profit and the original cost of investment ROMI Return On Marketing Investment Ratio between net bookings and original cost of marketing
Acronym Meaning COB Close of Business EOD End of Day EOW End of Week FQ Fiscal Quarter LOE Level of Effort MoM Month Over Month QoQ Quarter Over Quarter QTD Quarter to Date YoY Year Over Year YTD Year to Date
Acronym Meaning Definition AEM Adobe Experience Manager Software by Adobe that facilitates website, app and form management AI Artificial intelligence Theory and development of computer systems able to perform tasks that normally require human intelligence AR Augmented Reality Tech that uses some elements of virtual reality but integrates them to seamlessly work with the “real world” ASP Application Service Provider Company who provides access to an application (Example: Google is the ASP for Gmail) AWS Amazon Web Services An on-demand cloud services provider from Amazon often used for websites and apps CDP Continuous Data Protection Real-time backup, a method of ensuring data is not lost CMS Content Management System Software application used to create and modify content. WordPress is one well-known example. CRM Customer Relationship Management Software that manages interaction with current and potential customers DAM Digital Asset Management System that houses digital assets, such as images, in a central location DMP Data Management Platform Software used for collecting and managing data DSP Demand Side Platform Typically, a software used to purchase ad space through an SSP (see below) on a variety of networks ESP Email Service Provider A vendor that provides mass electronic mail services, i.e. Mailchimp or Constant Contact GA Google Analytics Commonly-used program to track how users interact with your website GMB Google My Business System for local businesses to claim and manage their Google Maps listing GSC Google Search Console Free service that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results ISP Internet Service Provider A vendor that provides their customers with internet access, i.e. AT&T, Comcast, etc. LMS Learning Management System A software application that manages educational courses MAP Marketing Automation Platform A software platform that programs tasks for marketing campaigns and lead management ML Machine Learning Algorithms and models computers use to complete tasks without explicit instructions QR Code Quick-Response Barcode Barcode that can be scanned by a mobile device for instant information SaaS Software as a Service Software purchased on a subscription model and hosted centrally SFDC Salesforce.com A customer relationship management vendor SFMC Salesforce Marketing Cloud Campaign management tool native to Salesforce. Not to be confused with Pardot. SMS Short Message Service Format of text messages that are less than 160 characters. Used in mobile marketing campaigns SRP Social Relationship Platform Software that helps brands manage their presence and engagement on social media platforms SSP Supply-Side Platform Software that allows websites/apps to offer ad space on networks for purchase through a DSP UID Unique Identifier Data point to differentiate your set – for example, email address is a UID for email and social marketing VR Virtual Reality Computer-generated simulation of a 3D image or environment.
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Acronym Meaning Definition B2B Business to Business Shorthand for a business that sells directly to other businesses B2B2C Business to Business to Consumer Often, method of a company leveraging a network of dealers / sellers to sell products to customers B2C Business to Consumer Shorthand for a business that sells directly to consumers B2G Business to Government Shorthand for a business that sells to the government CDO Chief Digital Officer Executive responsible for digital transformation at a company CDO Chief Data Officer Executive responsible for all data management CMO Chief Marketing Officer Executive responsible for all marketing at a company CSO Chief Sales Officer Executive responsible for revenue at a company, may roll up to CRO CTO Chief Technology Officer The executive in charge of all technology and sometimes R&D within a company EM Engagement Manager An individual that is responsible for growing a relationship with a client LOE Level of Effort Estimate of how much time, money and resources a task will take NDA Non-Disclosure Agreement Written agreement about sharing confidential information from one party to another OOO Out of Office Typically seen in an automated email to refer to vacation time PM Project Manager An individual who manages a project PTO Paid Time Off Vacation time an employee takes off with pay R&D Research and Design What a company does to create and produce new products SMB Small and Mid-size Businesses Categorization of businesses by total revenue earned. Often referenced as SME SME Small and Mid-Size Enterprises In the US, there is no set definition for the revenue figures for each. TLA Three Letter Acronym An irritating concept to confuse those new to the corporate world TOS Terms of Service A written agreement between two parties on how a product or service will be used
WHEW! What a list!
Check back often as we plan on adding acronyms as they keep getting created.
What are we missing?
Let me know on LinkedIn or send us a note!