Overview
This article defines critical marketing terminology used within SalesExec to help teams segment, track, and measure lead generation and campaign performance. Understanding these terms ensures accurate reporting, better attribution, and smarter decision-making.
Key Functionality and Key Terms
Major marketing concepts you should know when working with SalesExec:
Marketing Channel — Broad category of how leads are sourced (e.g., paid ads, organic search, affiliates).
Lead Source — Specific provider or origin of the lead (e.g., a PPC provider, lead broker, or form).
Campaign — A defined marketing effort with its own budget, timeline, and performance metrics.
Cost-Per-Lead (CPL) — The cost to acquire a single lead through a marketing channel or campaign.
Conversion — When a visitor or prospect completes a desired action, like filling out a form.
Lead Generation — The process of attracting and capturing contact information from potential customers.
Lead Magnet — An incentive offered (like an ebook or discount) to encourage someone to give their contact info.
Lead Nurturing — Series of marketing touches (emails, ads, content) to move leads closer to conversion.
Lead Qualification — The criteria used to determine if a lead is “good” based on fit and intent.
Sales Funnel / Marketing Funnel — Stages a lead goes through from initial interest to becoming a customer (e.g., Awareness → Consideration → Decision).
How to Use This Feature
In SalesExec, when creating or analyzing marketing campaigns, refer to these terms to properly name and organize Channels, Sources, and Campaigns.
Use the definitions to bolster reporting — make sure each Campaign or Lead Source in SalesExec maps correctly to the marketing terms above.
When reviewing lead metrics, leverage CPL and Conversion definitions to assess ROI and optimize spend.
Apply Lead Qualification criteria in your workflow setup to segment and route only quality leads.
Use Lead Nurturing strategies to engage leads before routing them to sales, leveraging SalesExec’s email or SMS functions where appropriate.
Best Practices
Keep Marketing Channels, Lead Sources, and Campaign names consistent and unique for clear attribution.
Align your Lead Qualification criteria between marketing and sales to avoid misrouting bad leads.
Regularly calculate CPL to evaluate the health and ROI of marketing investments.
Use Lead Magnets strategically — match them to your ideal customer profile to attract quality leads.
Implement Lead Nurturing workflows to stay top-of-mind with leads who are not yet ready to buy.
Troubleshooting
Confusing Campaign Names or Overlaps → Standardize naming across marketing and SalesExec to avoid attribution mistakes.
CPL Seems Too High → Review which costs are included in the calculation; check tracking and lead volume.
Leads Don’t Convert Even with Nurturing → Reevaluate your nurturing content, cadence, and qualification thresholds.
Mismatched Lead Qualification → Align qualification rules in SalesExec with your marketing team’s definitions to avoid inconsistencies.