Marketing Operations Glossary
The Marketing Operations Glossary is a plain-language reference to the metrics, funnel stages, and acronyms marketers use daily, from MQL and SQL to CAC, LTV, ROAS, ABM, and RevOps. Each term links to a short, standalone definition so you can settle the meaning fast and move on.
Terms
Every term below links to its own definition page. They cover the four areas marketing operations teams argue about most: lead and lifecycle stages, cost and return metrics, funnel and demand concepts, and revenue and retention math. Browse alphabetically by topic or jump straight to the acronym you came for.
- Marketing Qualified Lead
- Sales Qualified Lead
- Sales Accepted Lead
- Customer Acquisition Cost
- Customer Lifetime Value
- Return on Marketing Investment
- Return on Ad Spend
- Cost Per Lead
- Cost Per Acquisition
- Cost Per Click
- Click-Through Rate
- Conversion Rate
- Ideal Customer Profile
- Account-Based Marketing
- Business Development Representative
- Sales Development Representative
- Top of Funnel (TOFU)
- Middle of Funnel (MOFU)
- Bottom of Funnel (BOFU)
- Lead Nurturing
- Lifecycle Stage
- MarTech
- Revenue Operations
- Churn Rate
- Monthly Recurring Revenue
- Annual Recurring Revenue
- Sales Pipeline
- Marketing Attribution
- UTM Parameter
- Demand Generation
Last updated: 14 June 2026