Glossary
The words, defined.
This product uses a handful of terms precisely, and the precision is the point — a motion is not a sequence, a hold is not a wait, and collected is not won. Here is what each one means here.
- Revenue motion
- A commercial goal with everything needed to pursue it: an audience, an offer, ordered channels, a qualification bar, an agent with bounded authority, a named human owner and a success condition. A motion succeeds when revenue or a meeting arrives. A sequence succeeds when it has finished sending — which is the whole difference.
- Next action
- What should happen next on one opportunity, with four parts: what, who (an agent or a person), why now in checkable evidence, and when. Every open opportunity has one at all times, including the ones where the action is to wait until Friday.
- Hold
- A next action of deliberately doing nothing, because something else about the relationship says so — most often an unresolved support case. Different from waiting: waiting has a date, a hold has a condition, and the condition releases it automatically.
- Qualification
- A set of questions with recorded answers — property count, renewal date, decision maker, current cost — rather than a score. The bar is set per motion, because what counts as qualified for a €5,000 deal is not what counts for a €50,000 one.
- Commercial authority
- What an agent may offer, as distinct from what it is technically able to do. Holding the tool that sends a proposal does not mean being allowed to discount it. Two checks, both enforced outside the model, and both have to pass.
- Handoff
- An agent stopping mid-conversation and giving it to a person, with the transcript, the browsing history, the competitor quote and what was already offered and declined. A handoff that arrives as a notification rather than a context transfer makes the customer repeat themselves.
- Commercial promise
- Something somebody committed to in conversation — a revised price by Friday, a reference call next week — captured from the transcript, given an owner and a date, and attached to the opportunity. “I'll send that tomorrow” is where most deals quietly stop.
- Buying signal
- Something the prospect did that changes what should happen next: a second visit to a pricing page, a proposal opened four times, a reply asking about terms. Recorded as an event with a time, never blended into a score.
- Objection
- A reason a prospect gave for not proceeding, recorded as raised rather than inferred. Aggregated across the pipeline, which is how a pattern — such as prospects mid-contract with an incumbent — becomes a motion worth building.
- Attribution
- The chain from an advert or a source through the website visit, the engagement and the human conversation to the invoice and the payment. Kept whole rather than reduced to first or last touch, and stated as partial where it genuinely is.
- Collected
- Money that actually arrived, read from finance records. Deliberately shown next to invoiced and next to won, because a deal signed and unpaid is not revenue and conflating the three is how a good quarter becomes a cash-flow problem.
- Playbook
- Your sales process written down: target customer, the problem, qualification questions, approved claims, common objections and the answers your best salesperson gives. Used by people and agents alike, which is the only way their answers stay consistent.
- Progression
- A forecast stated as evidence and named risks rather than a percentage. “Strong progression, because the decision maker is engaged and the proposal has been opened four times. Risk: a competitor quote is outstanding.” The risk line is the only part anybody can act on.
- Reactivation
- Returning to a relationship that stopped — a lost deal, a dormant lead, a former customer. Distinct from prospecting because the previous conversation exists and the agent opens by referring to it rather than introducing the company again.
- Suppression
- A contact or an account that must not be engaged: an opt-out, a do-not-call entry, a consent state that does not permit a channel, or an account held during a service issue. Applied at the moment of sending across every motion at once, not at the moment an audience was built.
Make sure every opportunity gets a next action.
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