A system of record for leads, accounts, opportunities, and activities used to manage pipeline.

Keeping CRM data accurate, complete, and up to date by regularly reviewing, cleaning, and standardising contact and deal records.

A technical connection between your CRM and another tool that allows data to sync automatically, reducing manual entry and improving accuracy.

An automated process that appends missing or updated data to contact and company records from external sources.

Keeping lead and account data accurate and consistent so targeting, routing, and reporting work.

The process of identifying and merging or removing duplicate records in a CRM or database to maintain data accuracy.

Appending additional data — job title, company size, tech stack — to existing contact or account records to improve targeting and context.

A system that feeds performance data back into a process to enable continuous improvement over time.

Matching fields between tools so data flows correctly and does not break routing or reporting.

Enforcing consistent values and formats across CRM data fields to enable accurate reporting, filtering, and automation.

An automated or structured process for following up with prospects or customers after a defined trigger or action.

A deliberate improvement cycle in which a process, message, or campaign is tested, evaluated, and refined based on results.

Leads that enter your funnel but fall through the gaps due to poor routing, slow follow-up, or lack of nurture, resulting in lost pipeline.

Automatically assigning new leads to the correct sales owner based on predefined rules such as territory, segment, or account ownership.

A method to rank leads by fit and intent so sales focuses on the most likely opportunities.

A defined system that assigns numerical values to lead attributes and behaviours to rank prospects by their likelihood to buy.

A label applied to a contact in the CRM indicating where they are in the lead lifecycle — new, working, qualified, or dead.

Documenting the stages a buyer moves through and aligning sales and marketing activities to each stage to improve conversion.

The defined phases a contact moves through from first awareness to customer and beyond, used to coordinate marketing and sales actions.

The function that manages marketing systems, data, and processes to support pipeline.

A lead that has met a defined engagement or fit threshold, indicating they are ready to be passed to the sales team.

A defined milestone in the sales process used to track deal progression and generate revenue forecasts.

The assignment of a specific contact, account, or deal to a rep or team member, determining responsibility for follow-up and progression.

Quality assurance — the systematic process of checking copy, targeting, tracking, and compliance before a campaign goes live.