- Activation TERM07
- Delivery of an intervention; “customer activation” means first experienced product value
- Automatically an email or a signup
- Agent TERM16
- A bounded system selects permitted next steps and tools dynamically using feedback
- A scheduled prompt or fixed workflow
- Automation TERM15
- Software performs specified repeatable work
- Necessarily AI or autonomous judgement
- Autonomy TERM17
- Delegated authority for a defined action without per-action approval
- A whole agent’s unlimited mandate
- Closed loop TERM21
- Evaluated outcomes feed the next decision under an objective and controls
- Proof of improvement or maximum autonomy
- Contribution LTV TERM11
- Expected discounted customer contribution over a declared horizon and cost scope
- Guaranteed value or a treatment effect
- Control Plane TERM19
- Optional technical shorthand for shared controls and coordination
- A required custom product
- Customer value TERM03
- Value experienced by the customer; use “customer contribution” for enterprise economics
- An unqualified synonym for revenue LTV
- Decision TERM06
- An accountable choice among alternatives under constraints
- A recommendation or a dashboard
- Experiment TERM09
- A planned comparison designed to inform a stated uncertainty and decision
- Any campaign change
- Growth TERM02
- Improvement in economically useful customer and commercial outcomes over a stated horizon
- More activity or revenue at any cost
- GTM TERM01
- The work of identifying, reaching, serving and growing customers through a viable proposition and economics
- Marketing channels alone
- GTM memory TERM20
- Reviewed evidence and decision records with context, ownership and expiry
- An unlimited AI database or automatic truth
- Incrementality TERM10
- Difference caused by an intervention relative to an explicit counterfactual
- Credited or correlated outcomes
- Lifecycle TERM13
- Governed customer relationship states and transitions
- An email schedule
- Marginal CAC TERM12
- Additional expense per additional incremental customer in a defined tranche
- Historical average CAC
- Next-best-action TERM14
- Choice among eligible useful treatments, including no action, under evidence and constraints
- Necessarily individual AI optimisation
- Opportunity TERM05
- An evidenced possibility for a feasible intervention to create value
- An alert or idea without an owner and action
- Optimise TERM22
- Improve a declared objective within constraints; may include stopping
- Constant automated adjustment
- Orchestration TERM18
- Sequencing, state and recovery across workflow steps
- A strategic brain
- Play TERM08
- A repeatable commercial intervention with trigger, workflow, rights, measurement and learning
- A prompt, tactic or vendor feature
- Signal TERM04
- A dated observation potentially relevant to a decision
- A verified explanation