Demand Gen
This is the (notoriously unreliable) person-based metric everyone asks for, almost no one can define consistently, and sales doesn’t actually trust.
What is an MQL?
The acronym used to describe accounts, not people, that meet marketing qualification criteria.
What is MQA?
This is the word that appears most often in B2B decks in Wpromote's Google Drive.
What is pipeline?
This LinkedIn-fueled growth tactic involves founders posting daily hot takes to generate inbound demand.
What is Founder-Led Marketing?
This is the excuse used when pipeline goals aren’t hit despite strong lead volume.
What is lead quality?
This paid channel is the last touch work horse in B2B marketing.
What is paid search?
Especially true for mobile, optimizing to this vanity metric will result in serving lots of impressions to my fat fingered grandma.
What is CTR?
This slide is almost always first after the title in a B2B pitch deck.
What is the agenda slide?
Also acceptable: What is the team slide?
This pricing and growth model relies on product-led acquisition, self-serve onboarding, and expansion revenue, and convinces founders they don’t need sales (…until they do).
What is Product-Led Growth (PLG)?
Revenue is flat, sales cycle is 9 months, win rate is 8%; clearly this team’s fault.
What is marketing?
This signal shows research activity, but is often wildly overinterpreted as ‘ready to talk to sales.’
What is 3rd party intent data?
This acronym measures the total cost to win a new customer (not just media spend).
What is CAC?
This slide appears when someone asks how success will be measured.
What is the KPIs or measurement framework slide?
A technical specialist who designs, builds, and automates systems, data pipelines, and workflows that power sales, marketing, and CS teams.
What is a GTM Engineer?
This model gives 100% credit to the channel that closed the deal.
What is last-touch attribution?
This motion replaces volume-based lead gen in mature B2B organizations.
What is account based marketing?
This acronym describes the percentage of your total addressable market that realistically fits your ICP.
What is SAM?
This slide reassures the client that other people have trusted you before.
What is the logos or case studies slide?
Former B2B guru and head of Refine Labs, he went off the deep end with his new energy-vibes company ENCODED.
Who is Chris Walker?
This metric is used as proof marketing ‘isn’t working,’ even though it’s owned by sales.
What is win rate?
This paid tactic provides cheap CPLs but rarely results in qualified leads.
What is 'in platform lead gen forms'?
This acronym measures how much existing customers grow or shrink your revenue over time.
What is NRR?
This is the rationale I give when people think I'm being nit-picky on fonts, spelling, capitalization, grammar, bullets, and alignment.
What is 'if we're missing details in our decks what other details are we missing as stewards of our clients' dollars'?
This dashboard-obsessed function has quietly become the most powerful team in modern B2B.
What is RevOps?
This is the function expected to deliver predictable revenue growth despite having zero control over product roadmap, pricing strategy, or sales execution.
What is marketing?