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A decision-making unit (DMU) is a team of people within an organisation who play a role in the business-purchase decision-making process for products and services. It is sometimes referred to as the 'buying centers' of an organisation. The term decision-making unit originates in B2B (business to business) marketing but has now spread into consumer and service applications.

A critical strategic document, the Product Innovation Charter (PIC) is the heart of any organized effort to commercialize a new product. It contains the reasons the project has been started, the goals, objectives, guidelines, and boundaries of the project.

A content management system (CMS) is an application that is used to manage web content, allowing multiple contributors to create, edit and publish. Content in a CMS is typically stored in a database and displayed in a presentation layer based on a set of templates.

A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take. The CTA can have a direct link to sales. For example, it can instruct the reader to click the buy button to complete a sale, or it can simply move the audience further along towards becoming a consumer of that company's goods or services. The CTA can suggest that the reader subscribes to a newsletter that contains product updates, for example. To be effective, a CTA should be obvious and should immediately follow the marketing message.

A backlink for a given web resource is a link from some other website (the referrer) to that web resource (the referent). A web resource may be (for example) a website, web page, or web directory.

A sales accepted lead (SAL) is a marketing qualified lead (MQL) that is passed along to the sales team. When a prospect demonstrates all the positive signs to become a lead and the marketing team measures the qualification score based on the upon-agreed criteria, that lead becomes a marketing qualified lead (MQL). As per the journey in the sales funnel, MQL should go through the SAL stage before becoming a SQL (Sales Qualified Lead).

A point of purchase (POP) is a term used by marketers and retailers when planning the placement of consumer products, such as product displays strategically placed in a grocery store aisle or advertised in a weekly flyer.

A permanent account number (PAN) is a ten-character alphanumeric identifier, issued in the form of a laminated "PAN card", by the Indian Income Tax Department, to any "person" who applies for it or to whom the department allots the number without an application. It can also be obtained in the form of a PDF file.

A Marketing Qualified Lead (MQL) is a lead who has indicated interest in what a brand has to offer based on marketing efforts or is otherwise more likely to become a customer than other leads. Often an MQL is a lead who has intentionally engaged with your brand by performing actions like voluntarily submitting contact information, opting into a program, adding e-commerce items to a shopping cart, downloading materials, or repeatedly visiting a website.

A Marketing Accepted Lead (MAL) is any lead that is determined to be valid, someone who can at some point become a customer.

A subject matter expert (SME) is an individual with a deep understanding of a particular job, process, department, function, technology, machine, material or type of equipment.

A small and medium business (SMB) is a business that, due to its size, has different IT requirements - and often faces different IT challenges - than do large enterprises, and whose IT resources (usually budget and staff) are often highly constrained. For the purposes of its research, Gartner defines SMBs by the number of employees and annual revenue they have. The attribute used most often is number of employees; small businesses are usually defined as organizations with fewer than 100 employees; midsize enterprises are those organizations with 100 to 999 employees.

A simulated test market, or STM for short, is a specific type of qualitative research that attempts to mimic a real-life purchase experience. It involves recruiting participants for one-on-one interviews with a market research professional. The interviews may take place at a specific store, location, or at a market research facility.

A search engine results page, or SERP, is the page you see after entering a query into Google, Yahoo, or any other search engine. Each search engine's SERP design is different, but since Google is the most popular it holds over 80% of the market share.