Term
Definition
Why It Matters
Burn Multiple
Net burn divided by new ARR.
It's the most important post-2022 SaaS metric.
Buyer Journey
The complete experience a prospect has from awareness to decision, including all touchpoints with your brand.
Mapping it helps teams tailor messaging, timing, and tactics to buyer needs, increasing conversion.
CAC
The cost to acquire a customer.
Cash efficiency, especially in low-margin models.
Customer Success
A proactive function focused on helping customers achieve their goals with your product or service.
It drives retention, loyalty, expansion, and long-term revenue growth.
Demand Generation
Marketing programs that drive awareness and interest in a product or service to create a pipeline of qualified leads.
It fuels the top of the funnel and sustains predictable revenue growth.
Enablement & Onboarding
The training, tools, and support provided to ramp new employees and ensure continuous performance improvement.
It reduces ramp time, boosts productivity, and sets the foundation for long-term success.
Forecast Accuracy
The percentage of predicted revenue that actually closes in a given period.
Reliable forecasts enable better planning and resource allocation across the business.
Go-To-Market (GTM) Strategy
A company's tactical plan to deliver its unique value proposition to customers and achieve competitive advantage.
It aligns product, marketing, sales, and customer success around a common objective—driving revenue efficiently and effectively.
Ideal Customer Profile (ICP)
A detailed description of the type of customer that would gain the most value from your offering and deliver the highest value in return.
It sharpens targeting and prioritizes high-fit, high-value opportunities across teams.
Lead-To-Close Conversion Rate
The percentage of leads that turn into closed deals.
It measures the overall effectiveness of your GTM funnel.
Magic Number
New ARR vs. GTM spend.
It's a fast check on growth efficiency.
Marketing Qualified Lead (MQL)
A lead that has shown enough engagement or fit to be passed from marketing to sales for further qualification.
It bridges the gap between marketing efforts and revenue results by defining clear handoff points.
Messaging & Positioning
How a company articulates its value and differentiates itself in the market.
It ensures consistency and clarity in communication across all customer-facing teams and channels.
Operating Rhythm & Governance
The cadence of strategic and tactical meetings, reviews, and reporting that keeps teams aligned and accountable.
It ensures cross-functional alignment, drives focus, and maintains execution discipline.
Packaging & Pricing
How a product is structured and priced to capture value and drive adoption.
It directly impacts customer acquisition, retention, and overall profitability.
Partner & Channel Strategy
A plan to grow revenue by leveraging third-party partners to market, sell, and support products.
It expands reach, reduces cost of acquisition, and creates new growth opportunities.
Product-Market-Fit
The stage where a product meets the needs of a well-defined market and gains traction.
It’s a prerequisite for scaling effectively and investing in growth.
Revenue Enablement
The process of equipping all customer-facing teams with the tools, content, training, and processes they need to drive consistent and predictable revenue.
It ensures everyone influencing revenue is aligned and empowered to engage customers effectively.
Revenue Operations
The unification of sales, marketing, and customer success operations to drive alignment and efficiency.
It creates a streamlined, data-driven engine for scalable growth.
Rule of 40
Growth + profit margin
It's the PE standard for sustainable value creation.
Sales Enablement
The process of providing sales teams with the resources they need to close more deals, such as content, tools, and training.
It improves rep performance, accelerates deal velocity, and increases win rates.
Sales Playbook
A structured guide outlining how your sales team should sell, including tactics, messaging, and objection handling.
It drives consistency, shortens ramp time, and increases rep confidence.
Sales Process
A defined series of steps a rep follows to convert a prospect into a customer.
Standardizing the process improves forecasting, coaching, and scalability.
Sales Qualified Lead (SQL)
A lead that has been vetted by sales and meets the criteria for a sales conversation.
It indicates readiness to buy, improving sales productivity and forecasting accuracy.
Sales Velocity
A metric that measures how quickly deals move through the pipeline to generate revenue.
Faster sales cycles mean more efficient GTM execution and greater revenue growth.
Talent & Team Assessment
A systematic evaluation of team structure, capabilities, and gaps relative to business goals.
It informs hiring, development, and restructuring decisions to optimize performance.
Win Rate
The percentage of closed deals out of total opportunities.
It’s a key indicator of deal quality, team effectiveness, and GTM strategy alignment.
Big Wheel Performance Glossary
A shared language keeps go-to-market teams aligned and focused on what drives revenue. This glossary defines the key terms behind strategy, execution, and measurement—so everyone from sales to success speaks the same language.
Want help putting these concepts into practice? Let’s talk.
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