Glossary

Annual Recurring Revenue (ARR) – is a subscription economy metric that shows the money that comes in every year for the life of a subscription (or contract). More specifically, ARR is the value of the recurring revenue of a business’s term subscriptions normalized for a single calendar year.

Example: “In the last 12 months, the company’s paying customer base increased by 62% and ARR (Annual Recurring Revenue) reached R$ 60 million”.

Average Revenue Per User (ARPU) – average monthly revenue per client – An indicator used by companies that offer subscription services to measure their revenue per user.
Example: “Our ARPU increased by 10%, we are doing well”.

Business to Business (B2B) – A term used to define the negotiation of a product or service between two companies.
Example: “Our company is focused on B2B”.

Call centers – A contact center that receives calls from clients who use our brands.
Example: “There are no waiting lines at the call center”.

Churn – A metric used to determine loss in revenue or clients.
Example: “Our churn rate was 1% this year. We are losing few clients”.

CRM (Customer Relationship Management) – An acronym that represents processes, software and client relationship strategies.
Example: “An efficient CRM is able to build client loyalty.”

Cross-selling – A technique used to sell more than one service, in a complementary manner, to the same client.
Example: “We can cross-sell website hosting and development products”.

ERP (Enterprise Resource Planning) – A system developed to consolidate control of several departments and processes.
Example: “We need to change our ERP software, the current one does not meet our needs.”

Feedbacks – A response provided after certain stimulus, such as advertising campaigns or delivery of a project.
Example: “We are receiving very positive feedback from the public on our new product”.

Hot sites – A website focused on disclosing actions or products of a brand.
Example: “It would be great if we created a hot site for this new product”.

Inside Sale – A sales structure that uses an internal team of employees.
Example: “Our Inside Sales team easily met its goals”.

Layouts – A model used for distributing information or objects in a given space or digital environment.
Example: “The layout of this website is very intuitive; we don’t need instructions on how to make an online purchase”.

LTV/CAC (Life-Time Value/Customer Acquisition Cost) – Metrics used to measure overall business performance.

CAC – Determines how much the company is spending to acquire a new customer.

LTV – A business metric that estimates the net profit for the duration of each client in the company.
Example: “We will analyze the LTV and CAC results in order to plan for next year”

Market share – The share of the market held by a given company.
Example: “The leading company in this market has a 40% market share”.

Marketplaces – A platform, controlled by a company, which gathers products and services from several other brands.
Example: “The main market players are present in this marketplace”.

Mobile – A term used to define technology devices that can be easily transported, such as cell phones and tablets.
Example: “70% of accesses to our website are done through mobile devices”.

Pipeline – A process that focuses on sellers’ actions, mapping out a client’s journey until the actual purchase.
Example: “This client has been in our pipeline for a long time but has not yet closed any deals. We need to take action to change this!”

Players – Companies operating in a specific market.
Example: “The key players in this market are investing in technology”.

Private Cloud – A private cloud computing service, where resources are virtualized and accessed remotely with more safety.
Example: “Our data is more secure in a Private Cloud”.

Push notifications – Communication sent to users without being requested.
Example: “This application always sends notifications (push notifications) during lunch time”.

Remarketing – A tool used to send ads to people who are interested in a product/service. These ads are disclosed on blogs, social media, content sites and online newspapers, websites that are linked to the Google display network, the so-called partners.
Example: “I’m getting a lot of mobile ads on the cell phone I’m interested in buying, it must be because of remarketing”.

Remarketing para leads – The use of remarketing strategies to generate new business opportunities (leads).
Example: “Remarketing investment brought us over 100 new leads”.

Score (reputational) – A metric used to measure the financial health or reputation of a company or consumer.
Example: “The reputation score of this brand is great”.

SMB (Small and Medium Sized Businesses) – Classification used to determine the size of the organization according to its number of employees. In the case of SMB, we are referring to small and medium-sized companies.
Example: “SMBs have needs that differ from large companies.”

Softphone – Software used to make phone calls over the internet.
Example: “Telephone costs decreased significantly after we began to use softphone”.

Status – A description of how a product, service, or task is performing.
Example: “The status of this solution is good, it is always online”.

Setup Fee – An amount initially charged by a company for the installation or configuration of a particular service.
Example: “The company does not charge a setup fee for any of its products”.

Templates – A document with visual instructions, indicating where each type of content should be placed.
Example: “This company has several good templates for us to use on our online store”.

Upgrade – The act of improve something to make it better. It is also interpreted as improvement.
Example: “This product has been upgraded; it now has several new features”.

Up-selling – A strategy used to encourage clients to purchase a more sophisticated or robust version of a service/product.
Example: “We must explain to the client the advantages of hiring a larger hosting plan, instead of the basic one. That way, we can get an up-sell”

White Label – A business model in which a product can be resold by other companies without disclosing who developed it. In this case, the brand that appears is the one who is selling the product or service.
Example: “We should bet on a White Label service, as the investment is lower”.