Glossary

The B2B pipeline glossary.

Plain-language definitions of the terms that matter when you build qualified pipeline, from ICP to cost per qualified meeting.

B

B2B Appointment SettingB2B appointment setting is the process of reaching target prospects, qualifying their interest and booking meetings for a sales team. It usually combines prospecting, outreach, reply handling and calendar booking.

Buying SignalsBuying signals are observable events that suggest a company may need a solution soon, such as hiring in a function, a new leader, funding, expansion or a technology change.

C

Conversion RateA conversion rate is the share of items at one stage that move to the next, for example replies to meetings or meetings to opportunities. It is only meaningful when the denominator and period are stated.

Cost per Qualified MeetingCost per qualified meeting is the total cost of generating pipeline divided by the number of qualified meetings it produced. It makes different outbound models comparable.

D

Decision-MakerA decision-maker is the person with authority, or real influence, over a purchase. In B2B buying this is often a group: an economic buyer, a functional owner and sometimes a technical or risk stakeholder.

I

Ideal Customer Profile(ICP)An ideal customer profile is a description of the type of company that gets the most value from your product or service and is most valuable to you. It usually combines industry, company size, geography, buying roles and the situations that trigger a need.

L

Lead QualificationLead qualification is the process of checking a prospect against agreed criteria to decide whether they should move forward to sales. Criteria often include ICP fit, role, company size, budget and active intent.

M

Meeting No-ShowA meeting no-show is a booked meeting that the prospect does not attend. Clear confirmation, relevant context and good timing all reduce no-shows.

O

Outbound ProspectingOutbound prospecting is proactively reaching out to potential customers who have not contacted you yet, using channels such as email, LinkedIn or phone, based on a defined target list.

P

Performance-Based Lead GenerationPerformance-based lead generation is a commercial model where the client pays for defined outcomes, such as qualified leads or qualified meetings, instead of paying for time, seats or activity.

Personalized OutreachPersonalized outreach is messaging built around a specific prospect's context, such as their role, company situation or a recent event, rather than a generic template with a name inserted.

Q

Qualified LeadA qualified lead is a prospect that meets criteria agreed in advance, such as fitting the ICP, holding the right role, working at a company of the right size and actively exploring a solution.

Qualified MeetingA qualified meeting is a scheduled conversation with a decision-maker who meets agreed qualification criteria. Attendance is often part of the definition: the meeting has to actually take place.

S

Sales PipelineA sales pipeline is the set of active opportunities moving through the stages of a sales process, from first qualified conversation to closed deal.

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