Service Level Agreement (SLA)
A documented commitment between teams — such as how fast sales will follow up on a marketing lead. SLAs enforce accountability and tighten sales-marketing alignment.
Related terms
Revenue Operations (RevOps)
The function that unifies the operations, systems, and data behind marketing, sales, and customer success to drive predictable revenue. RevOps aligns the full go-to-market engine around a single source of truth.
Customer Relationship Management (CRM)
The system of record for customer and prospect interactions, deals, and accounts. The CRM is the backbone of GTM data, powering forecasting, reporting, and workflow across teams.
Lead-to-Account Matching
Connecting individual leads to the correct company record in the CRM so they can be routed and reported at the account level. Accurate matching is foundational to ABM and clean pipeline data.
Multi-Touch Attribution
A model that distributes credit for a conversion across all the marketing touchpoints a buyer interacted with. Multi-touch attribution gives a fuller picture of what drives pipeline than single-touch models.
First-Touch Attribution
An attribution model that credits the very first interaction a buyer had with the brand. First-touch highlights which channels are best at creating initial awareness.
Last-Touch Attribution
An attribution model that credits the final interaction before conversion. Last-touch emphasizes the channels that close deals but ignores everything that built up to them.
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