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A Service Level Agreement (SLA) is a document that defines what the sales and marketing teams will commit to accomplishing in order support each other in reaching a shared revenue goal. The purpose of an SLA is to formalize the measurement and monitoring of marketing and sales activities in order to ensure progress and results.

An equation of sorts, churn rate is determined by taking the number of participants that have recently stopping using a certain service and dividing that number by the average number of participants in all. This outcome will provide information relating to how successful a current business or marketing plan is.

In this process, sales team will report back to the marketing team the results of their leads. The point of this is so a marketing team can better understand what the best and the worst leads are and changes can be made accordingly. Marketing can also communicate back to the sales department in order to generate more leads and follow up.

Outbound marketing, also known as traditional or interruption marketing, is the method of pushing a message out with the intent of reaching your target audience. This contrasts with inbound marketing, which seeks to bring leads in by creating content that matches the interests and needs of prospective customers.

A whitepaper is an in depth, educational report that takes a persuasive approach at presenting a problem and a corresponding solution. Whitepapers are used by organizations to help build authority and trust with an audience.

A long tail keyword is a specific search phrase that contains at least three words. Long tail keywords are important because they contain terms that individuals are more likely to use when they are closer to making a purchase. To create a long tail keyword, start with a one or two word head term  a more generic search term, which alone is hard to rank on in search due to its broad nature. An example of a head term is the word uniforms. Next, add more specific words or phrases to the head term to clarify and provide additional detail. Adding the words children’s and soccer result in the long tail keyword of children’s soccer uniforms.

A workflow, also known as marketing automation and drip marketing, is a series of automated actions that are triggered by an individual’s interactions with your content. Workflows are a critical component to fully utilizing the inbound marketing methodology because of their ability to meet the needs of your audience in real-time, provide ongoing lead nurturing and identify and deliver qualified leads to sales.

A/B testing is the act of simultaneously testing specific elements of your marketing to determine which performs or converts best. The purpose of A/B testing is to continuously improve the performance of your marketing in order to increase your success in converting visitors and leads into customers.

A soft bounce occurs when an email isn’t delivered because there is a temporary problem with the receiving email address, such as an inbox being full or an email attachment being too large.

Dynamic content, also known as smart content, is content that adapts to the interests or past behavior of the person viewing it. The goal of dynamic content is to create a more relevant and personalized experience than could be achieved through the use of static content.