The Metrics Glossary
Master the technical and strategic vocabulary of B2B cold email metrics.
Glossary Categories
ACV
Annual Contract Value is the average annualized revenue generated from a single customer subscription contract, excluding one-time onboarding and implementation fees.
Read definitionBounce Rate
Bounce rate is the percentage of sent emails that could not be delivered to recipient mailboxes and were returned as failed deliveries by receiving servers.
Read definitionCAC
Customer Acquisition Cost is the total sales and marketing expenditure required to win a single new paying customer.
Read definitionClick-Through Rate (CTR)
Click-Through Rate is the percentage of delivered emails where the recipient clicked on one or more hyperlinks included in the message body.
Read definitionHard Bounce
A hard bounce is an email message returned to the sender as permanently undeliverable due to an invalid, non-existent, or closed recipient address.
Read definitionICP Coverage
ICP coverage is the percentage of total qualifying accounts and buying committee stakeholders within your Total Addressable Market (TAM) that your sales team has mapped, enriched, and sequenced.
Read definitionKPI (Key Performance Indicator)
A Key Performance Indicator is a quantifiable metric used by sales organizations to evaluate performance and track progress toward core pipeline and revenue targets.
Read definitionLead Coverage
Lead coverage is the ratio of verified, reachable decision-maker contacts identified within a target account relative to the total buying committee.
Read definitionLTV (Lifetime Value)
Customer Lifetime Value is the total estimated revenue or gross profit that a single customer account will generate throughout their entire business relationship with your company.
Read definitionMRR (Monthly Recurring Revenue)
Monthly Recurring Revenue is the total predictable subscription revenue generated by a business each month.
Read definitionNPS (Net Promoter Score)
Net Promoter Score is a standardized customer loyalty metric measuring how likely existing customers are to recommend your product to industry peers on a scale from 0 to 10.
Read definitionOpen Rate
Open rate is the percentage of delivered emails opened by recipients, calculated by dividing opened emails by total delivered emails.
Read definitionPipeline Coverage
Pipeline coverage is the ratio between the total dollar value of qualified sales opportunities in a rep's pipeline relative to their assigned revenue quota target.
Read definitionPipeline Velocity
Pipeline velocity is the mathematical calculation measuring the speed at which qualified opportunities move through your sales cycle to generate recognized revenue.
Read definitionReply Rate
Reply rate is the percentage of delivered cold emails that receive an incoming response from recipients, serving as the core benchmark of messaging relevance and deliverability.
Read definitionRetention Rate
Retention rate is the percentage of customers or recurring subscription revenue that a company retains over a specified time period (monthly or annually).
Read definitionROI (Return on Investment)
Return on Investment is a financial performance measure evaluating the net profitability of outbound sales campaigns relative to the total cost invested in infrastructure, data, software, and labor.
Read definitionSoft Bounce
A soft bounce is a temporary email delivery failure caused by transient issues such as a full recipient inbox, server downtime, or temporary ISP rate-limiting.
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