Appendix Terms


This refers to the active, relationship management of a key influencer community - industry analysts. Analyst firms play an important role in that they provide in-depth analysis on topics, technology and companies. People turn to analyst firms for insight about trends and technologies so they can make the best possible purchase decisions for their company for large, budget items. As a marketing expert it is critically important to have strong relationships with the analyst community so that they are aware of your company’s products, services and knowledge.

How an organization responds to an internally or externally generated crisis will affect it’s short-and long-term profits. Key elements in addressing emergencies include outlining a response framework in advance, identifying key team members and spokespeople, identifying key stakeholders within and external to the organization, situation monitoring mechanisms and establishing communication channels with messaging cadence.

Often associated with new product or market launches, a go-to-market strategy is an action plan that provides a series of steps for how a company will deliver a new set of products or services to customers. Key elements include product/service positioning and description, pricing, partnerships, distribution channels, communication channels, and post-purchase support.

To better understand the preferences and needs of customers, companies conduct market research. An important element is determining the correct set of questions and survey channel. Once data is collected it must be analyzed and inferences drawn to determine customer needs and wants.

To equip Sales to win in competitive situations, companies need to understand how competitors position themselves in the market and against the others, including yourself. Battle cards provide summaries of each competitor’s strengths, weaknesses and key phrasing for how to explain them to prospects.

The Voice of the Customer (VOC) focuses on uncovering customers prioritized expectations and preferences then adapting the User Experience (UX) to reflect those needs and wants.

Win / loss analysis provides information to Sales and Marketing to better equip them with tools and tactics to win new customers. Win/loss programs establish a process to interview “lost” prospects and “won” customers to collect information about why (or why not) they selected the company or product. This feedback is collected, sorted and analyzed so that insights gathered can be applied to improving the buying cycle. Feedback helps improve marketing materials, sales training, messaging and other marketing assets.

A marketing plan complements the business plan. It articulates tools and tactics to achieve sales goals; in other words, win and keep customers. Key elements include a current situational analysis snapshot, market positioning, target customers, communication strategies and tactic highlights to support strategies.


It is important to be able to succinctly describe your company and its products so that the market understands. In addition to written prose, branding also includes key images (photos, infographics, icons) and a defined color palette that reinforces the written messages.

TnT – Creative Execution

The ideation, storyboarding and production of video and audio stories. Videos can be animated or live person productions and include quality sound elements. Audio are sound-only productions.

The design, development and delivery of apps, tools and demos to either provide functionality or demonstrate products.

Copywriting is the task of writing. The written copy (or prose) is used to explain or promote a product, service, person or company. Examples include press releases, website content, landing pages, white papers, advertising, social media posts, brochures, case studies, overviews and many more.

Presentations, pitch decks and annual company reports must have a strong visual element that reinforces messaging. The story must be focused, brief and told in images, not just written copy.

Also called Customer for Life programs, loyalty programs reward customers who frequently purchase products, have long-term relationship with a company or refer the company to new clients. It includes the design, development, delivery and measurement of these programs.


To a certain degree corporate culture is a company’s “personality.” It speaks to the common set of values, beliefs and standards that define what makes the company special. Culture initiatives help articulate, enhance and celebrate positive cultural norms within a company. Many believe that a positive corporate culture attracts quality people dedicated to serving customers. This in turn leads to a more enjoyable work and client experience, which contributes to profitability.

Often teams need an additional resource for a specific project or skill set for a short duration. Flex resources can contribute to goals as a team member for a specific duration of time.

Delivering on the marketing vision requires the team to execute on an ongoing series of discrete and often connected marketing projects. Marketing project management involves outlining specific success indicators and goals, then identifying, prioritizing, controlling and executing tasks across the team.

To extend a sales or technical reach, companies form partnerships and alliances with separate organizations. Each partner is independent and has its own set of goals, but collaborate to pursue common goals. Marketing teams can help identify and manage appropriate alliances the align the companies products, distribution and manufacturing capabilities, or technical expertise.

TnT – Marketing Enablement Platforms

A Content Management System (CMS) is a computer program or application that gives people (with minimal coding expertise) control over their website content by allowing them to quickly modify content such as text, images, video files or audio files.

A Customer Relationship Management (CRM) system is a software application that companies use to store contact information and track interactions throughout the customer lifecycle. The goal is to facilitate knowledge about client to improve long-term relationships.

Email marketing automation software is a communication tool that allows companies to broadly distribute messages, announcements, newsletters, etc. to their prospects, clients, employees, partners or investors. These communications help build awareness and loyalty across and within an organization’s key segments.

Lead Generation (Lead Gen) automation software allows companies to collect, organize, segment and prioritize inbound leads then nurture and assign them to a Sales associate. The nurturing component allows companies to automate “touches” with a contact until they are ready to purchase a product or service.

Marketing Automation Software (MAS) is a software application that facilitates execution of marketing’s digital activities, automates repetitive tasks, then tracks and measures their effectiveness. MAS enhances marketing effectiveness and is integrated with digital assets such as websites, social media, and email campaigns, etc.

Reporting, visualization and analytics software applications allow people to load, view, organize and analyze date into graphical charts and images so that they can make informed decisions.

A Customer Relationship Management (CRM) system is a software application that companies use to store contact information and track interactions throughout the customer lifecycle. The goal is to facilitate knowledge about client to improve long-term relationships.