📖 Glossary
CRM key terms · toggle English / 한글
Core Entities
Lead
A prospective customer whose sales qualification has not yet been completed. Converted into Account + Contact + Opportunity via the Convert action.
Account
A B2B customer company (e.g. Nike, Hugo Boss). One Account can hold multiple Contacts and Opportunities.
Contact
An individual contact at the customer company. Marked as Champion (internal advocate) or Contact (general).
Opportunity
A specific sales deal that can lead to a contract. Includes Stage, ACV, Close Date, and Owner — the base unit for license issuance.
Sales Stages
Prospect
Initial contact before ICP review. Exploring whether a deal is feasible.
Qualified
ICP criteria confirmed. Budget, decision-maker, and adoption need are validated.
Proposal
Quotation or proposal sent. Customer is reviewing price and terms.
Negotiation
Negotiating terms, price, or contract scope. Closest stage before close.
Won 🏆
Deal confirmed. License issuance is automatically triggered in Clover Admin at this point.
Lost
Deal lost this cycle. Reason is logged for future strategy improvement.
Lead Status
New
Recently registered Lead. No first contact yet.
Contacted
First outreach complete. Assessing interest and budget range.
Qualified
ICP criteria passed. Ready to Convert to an Opportunity.
Disqualified
Currently doesn't meet ICP criteria. Kept on file for potential re-engagement.
Converted
Successfully converted. Account + Contact + Opportunity have been auto-created.
Lead Source
Event
Met at a conference, seminar, or trade show.
Referral
Introduced by an existing customer, partner, or internal staff. Highest conversion channel.
Inbound
Reached out through the website or contact form on their own initiative.
Cold Outreach
BD-initiated outreach to discover the lead. Used for new market development.
Key Metrics & Terms
ACV
Annual Contract Value
Contract value normalized to one year (for multi-year deals). A core metric for investor reporting and revenue forecasting.
ARR
Annual Recurring Revenue
Annual sum of subscription-based revenue. A key input for the Finance team's forecasting.
ICP
Ideal Customer Profile
Definition of the customer type that gets the highest value from our product. The basis for Lead → Opportunity conversion decisions.
Sales Cycle
Average days from Lead creation to Closed Won. Shorter = higher sales efficiency.
Pipeline
All Opportunities currently in progress. Amount and count per stage are visualized for revenue forecasting.
Owner
BD responsible for the Account/Opportunity. Each BD can only view/edit their own records (Row-level Access).
Convert
Automatically transforms a qualified Lead into Account + Contact + Opportunity. Existing Account search runs first to prevent duplicates.
License Stub
In the POC stage, the system only sends an issuance Request to CLO Admin instead of issuing the actual license. Triggered automatically at Won.
New vs Expansion vs Renewal
Deal type classification. New = first-time customer, Expansion = existing customer license growth, Renewal = existing license renewal. Used for Pipeline analysis and ARR change tracking.
Deal
UI synonym for Opportunity. "Recent Deals", "Deals tab", "Deal Velocity" — same object. Data model uses Opportunity; UI labels say Deal.
Discovery
Early-stage sales motion: BD gathers requirements, pain points, budget, and decision-makers. The Pain Points field on the Account Panel is the persistent output. SF "Discovery Call" equivalent.
Dashboard KPIs
Total Pipeline
Sum of Amount + count for in-progress Opportunities (excluding Won/Lost).
Won QTD
Quarter-to-Date Closed Won total + count.
Win Rate
Won / (Won + Lost) ratio among closed deals, this quarter.
Avg. Sales Cycle
Average days from Lead creation to Opp Won.
Active Leads
Count of Leads in the Kanban (excluding Disqualified and Converted).
Forecast Commit
Total of deals BD commits to close this quarter. POC v1 approximates as sum of Negotiation-stage Opps.
Forecast Category
SF-standard 4 levels: Pipeline (early, excluded) / Best Case (optimistic) / Commit (committed) / Closed (done). POC v1 maps from stage; explicit field is Phase 2.
Account Health
Health Score
Account health badge — 4 levels: High (green) / Medium (yellow) / Low (orange) / At Risk (red). Shown on Accounts List and Account Panel header. POC v1 uses mock/manual values; computation formula (MAU trend, seats used, last login, etc.) is Phase 2.
CLO Admin Metrics
Plan
Product tier label shown on the Account (e.g., CLO3D Enterprise / Pro / Standard). Sales-facing label, not a formal CLO Admin field.
Seats / Seats Used
Total License IDs held by the Account (= Seats) and how many are actively used (= Seats Used). The sales term for "seat".
MAU
Monthly Active Users
License IDs that logged in or worked during the month. Aggregated per Account in the CLO3D Admin tab.
License Status (Phase 2)
Per-License-ID status enum: Stable / Expanding / Reducing. Definition pending the LicenseAggregate read API (R22).
TS · TS-MAU · MAU per License (Phase 2)
CLO Admin usage metrics surfaced in Account Panel ⑧ Roadmap. Exact formulas TBD.
Organizations
CSM
Customer Success Manager
Owns customer adoption, expansion, and renewal after Won. Monitors Health Score and identifies Renewal/Expansion triggers. POC v1: BD plays both roles; CSM split is Phase 2.
Industry Standard (Reference)
SaaS/CRM standard vocabulary. Not implemented in POC v1 — listed so the team can map our terms to industry language.
MQL / SQL / SAL
Funnel stages. MQL = Marketing-Qualified Lead, SQL = Sales-Qualified Lead, SAL = Sales-Accepted Lead (handoff between the two). Our "Qualified" Lead stage corresponds to SQL.
MRR
Monthly Recurring Revenue
Monthly view of recurring revenue (= ARR ÷ 12). We use ARR as the SoT.
TCV
Total Contract Value
Full value of a multi-year contract (ACV × years + one-time). Distinct from ACV.
NRR / GRR
Net / Gross Revenue Retention. ARR retention rate vs one year ago. NRR includes Expansion; GRR excludes it. Phase 2 — needs Renewal Pipeline + R22.
Churn
Customer or revenue attrition. Logo Churn = customers; Revenue Churn = revenue. Tied to Renewal Pipeline (Phase 2).
Pipeline Velocity / Deal Velocity
Speed at which pipeline converts to revenue. Formula: (Opps × Win Rate × ACV) / Sales Cycle. Phase 2 widget on Dashboard.
Quota / Attainment
Quota = BD/team sales target per quarter or month. Attainment = Won ÷ Quota %. The "Goal" line in Quarterly Performance = Quota.
Clover Admin
CLO Virtual Fashion · Internal
POC v1 · System picker after login
Change Stage
🏭 🌍 🌐 👤 BD: 👤 DnI:
🏢 — 👤 BD: