---
title: "Sales Vocabulary"
space: "Handbook"
url: "https://frappe.io/handbook/sales-vocabulary"
updated: "2026-05-07"
---

1. **ICP** - Ideal Customer Profile

1. **BANT** - Budget, Authority, Need, Timeline

1. **MQL** - Marketing Qualified Lead

1. **SQL** - Sales Qualified Lead

1. **SAL** - Sales Accepted Lead

1. **Process** Prospect -> Marketing Qualified Lead -> Sales Qualified Lead -> Sales Accepted Lead -> Client

1. **Customer Journey** Marketing Department -> Sales Department -> Onboarding (Customer Success) -> Account Management

1. **ARR** - Annual Recurring Revenue

1. **MRR** - Monthly Recurring Revenue

1. **BDR** - Business Development Representative

1. **BDE** - Business Development Executive

1. **SDR** - Sales Development Representative

1. **AE** - Account Executive

1. **AM** - Account Manager

1. **MVP** - Minimum Viable Product

1. **CVP** - Customer Value Proposition - your key hooks/benefits for the customer

1. **Founder Selling** - People want to hear founder story, so they are enthusiastic

1. **Opener-Closer** - SDR is opener and AE is closer

1. **Draw** - New-hires are paid a commission even when they don’t have/meet their quota during the initial period when they are ramping up

1. **Value Prop** - Value proposition

1. **LTV** - Life Time Value

1. **Top-down Sales** - Salespeople will need to appeal to the key decision-makers and executives from a prospective customer. This kind of strategy is well-known in the business-to-business sales world.

1. **Bottom-up Sales** -> To approach lower-level management or just directly potential users of the product

1. **Key skills of SDR/AE** -> Navigate Decision Hierarchy, Find the buyer quickly (BANT), Articulate value proposition, Handling objections, Position your product and deposition competitor, Know how to handle IT,

1. **Pipeline Velocity Rate** = Open opportunity * Sales cycle * Avg deal size * Win Rate

1. **ARPU** - Average Revenue Per User or Customer = Total Revenue/No. of Customers. Typically measured for a year's time. 

1. **TAM** - Total Addressable Market