Customer relationships don’t fail all at once—they weaken through small signals: lower usage, slower renewals, fewer purchases, more support friction, and reduced engagement with lifecycle messaging. A **Customer Health Score** is a structured way to quantify those signals into a single, actionable view of how “healthy” a customer relationship is right now.

Customer expectations are shaped by every interaction they have with a brand: website visits, emails, purchases, support chats, returns, app usage, and even in-store behavior. **Customer 360** is the discipline of bringing those signals together into a coherent, usable view of each customer—so your team can make better decisions in **Direct & Retention Marketing** and run more relevant, measurable **CRM Marketing** programs.

A **Customer** is more than someone who has paid once. In **Direct & Retention Marketing**, the Customer is the central unit you aim to understand, serve, and keep—across email, SMS, push, direct mail, in-app messaging, loyalty programs, and post-purchase experiences. In **CRM Marketing**, the Customer becomes a measurable relationship: identifiable, segmentable, and addressable with relevant messages over time.

A **Custom Property** is one of the simplest ideas in data-driven marketing—and one of the most powerful. In **Direct & Retention Marketing**, a Custom Property is a field you create to store information about a customer, lead, account, or interaction that your default CRM or analytics schema doesn’t include. In **CRM Marketing**, it’s how you capture the details that make your audience unique, measurable, and actionable for segmentation, personalization, lifecycle automation, and reporting.

Cross-sell Propensity is the likelihood that an existing customer will purchase an additional, complementary product or service. In Direct & Retention Marketing, it’s a core idea because most sustainable growth comes from improving customer lifetime value, not only from acquiring new customers. In CRM Marketing, Cross-sell Propensity becomes actionable: it helps teams decide *who* to target, *what* to offer, *when* to message, and *which channel* to use.

CRM Marketing is the discipline of using customer data, relationship insights, and lifecycle messaging to turn one-time buyers into repeat customers—and repeat customers into loyal advocates. In **Direct & Retention Marketing**, it’s the engine that powers timely, relevant communication across channels like email, SMS, push notifications, in-app messaging, and even coordinated paid media audiences.

A **Contact Property** is a single piece of information stored about an individual contact in your customer database—such as email address, lifecycle stage, last purchase date, consent status, or product interest. In **Direct & Retention Marketing**, these properties are the levers that turn generic outreach into timely, relevant messages across email, SMS, push, and other owned channels. In **CRM Marketing**, they act as the structured profile data that makes segmentation, automation, and measurement possible.

In **Direct & Retention Marketing**, every email, SMS, direct mail touch, or in-app message is ultimately a relationship decision: who is responsible for moving a person forward, and how consistently will that happen over time? The **Contact Owner** concept answers that question by assigning clear accountability for a specific contact (lead, customer, subscriber, partner) within your database.

Consent Status is the operational record of whether a person has permitted you to contact them—and how, why, and under what conditions. In **Direct & Retention Marketing**, it’s the difference between sending a relevant message at the right time and sending an unwanted message that harms trust, deliverability, and compliance. In **CRM Marketing**, Consent Status becomes a core field (or set of fields) that determines which contacts are eligible for email, SMS, push, phone outreach, retargeting, and other lifecycle programs.

A **Communication Policy** is the set of rules and standards that determines *who* you communicate with, *what* you say, *when* you say it, *where* you say it (channel), and *how often*—while respecting consent, brand guidelines, and legal requirements. In **Direct & Retention Marketing**, where outcomes depend on timely, relevant outreach, a clear Communication Policy turns messaging from “ad hoc campaigns” into a consistent customer experience. In **CRM Marketing**, it becomes the operating system for lifecycle messaging across email, SMS, push, in-app, direct mail, and even customer service touchpoints.

Cohort Segmentation is the practice of grouping customers into meaningful “cohorts” based on a shared attribute or experience over time—then analyzing and activating those cohorts differently. In Direct & Retention Marketing, it’s one of the most reliable ways to understand *why* customers behave differently after signup, purchase, or renewal, and to design messaging that fits each group’s lifecycle reality rather than treating your entire list like a single audience.

A **Churned Customer** is someone who used to buy from you, subscribe to your service, or actively use your product—but has stopped. In **Direct & Retention Marketing**, this isn’t just a historical label; it’s a signal that something in the customer experience, value perception, or lifecycle management broke down. In **CRM Marketing**, a Churned Customer is also a data object: a record with prior engagement, prior value, and clear clues that can guide win-back, prevention, and smarter segmentation.

Churn Propensity is the likelihood that a customer will stop buying, cancel a subscription, or become inactive within a defined period. In Direct & Retention Marketing, it functions as an early-warning signal that helps teams intervene before revenue is lost. In CRM Marketing, it becomes a prioritization layer—guiding who should receive save offers, onboarding support, education, and relationship-building messages.

Channel Eligibility is the discipline of determining whether a specific person (or account) can and should be contacted through a specific channel—such as email, SMS, push notifications, in-app messages, direct mail, or paid retargeting—at a specific moment. In **Direct & Retention Marketing**, it’s the difference between coordinated customer communications and noisy, risky outreach that harms trust and performance.

Modern B2B buying rarely happens between one marketer and one buyer. It happens inside a **Buying Group**: a set of people who collectively influence, evaluate, approve, and renew a purchase. In **Direct & Retention Marketing**, recognizing and marketing to the Buying Group changes how you segment audiences, design journeys, measure impact, and allocate budget. In **CRM Marketing**, it also changes what “a lead,” “a customer,” and even “a lifecycle stage” really mean—because the unit of decision-making is often a team, not an individual.

Behavioral Segmentation is the practice of grouping customers based on what they do—how they browse, buy, engage, churn, renew, or respond—so you can deliver more relevant experiences. In Direct & Retention Marketing, this shifts targeting from broad demographics to observable intent and lifecycle signals, which usually leads to higher conversion rates and stronger loyalty.

Behavior Score is a way to quantify what customers and prospects *do*—across email, web, product, purchase, and support—and turn those actions into a single, interpretable number (or set of numbers). In **Direct & Retention Marketing**, that score becomes a decision tool: who should receive a win-back offer, who is ready for an upsell, who needs onboarding help, and who is likely to churn.

An **At-risk Customer** is a customer showing early signals that they may reduce usage, stop buying, cancel a subscription, or disengage from a brand. In **Direct & Retention Marketing**, identifying an At-risk Customer is less about “winning” a new audience and more about protecting future revenue by intervening before churn happens.

An **Anonymous User** is a person interacting with your website, app, or digital channels before you can confidently identify them as a known customer or lead. In **Direct & Retention Marketing**, that “unknown” stage is not a dead end—it’s the beginning of the relationship. The way you observe, segment, and message an Anonymous User determines how efficiently you can move them toward sign-up, purchase, and long-term loyalty.

An **Adoption Journey** describes the end-to-end path customers take from first exposure to a product or feature through onboarding, habit formation, and sustained usage. In **Direct & Retention Marketing**, it’s the framework that turns “signed up” or “purchased” into “actively using and renewing.” In **CRM Marketing**, it becomes the blueprint for lifecycle messaging, segmentation, and experimentation that nudges customers toward meaningful product value.

Ad Audience Sync is the practice of automatically keeping your advertising audiences aligned with the most current customer and lead data—so the right people are targeted (or excluded) as their status changes. In **Direct & Retention Marketing**, this matters because customer intent and lifecycle stages shift quickly: a prospect becomes a trial user, a first-time buyer becomes a repeat customer, and an active subscriber becomes at-risk.

Account Score is a structured way to quantify the health, value, and near-term opportunity of a customer or prospect account using data from interactions, product usage, transactions, and relationship signals. In **Direct & Retention Marketing**, it becomes a decision engine: it helps teams prioritize who to nurture, who to re-engage, who is at risk of churn, and where to invest budget and effort. Within **CRM Marketing**, Account Score is often the bridge between raw customer data and action—turning scattered signals into a single, interpretable score that can trigger personalized journeys.

In **Direct & Retention Marketing**, the quality of your targeting and personalization often depends on the data you store about the organizations you sell to—not just the individuals. An **Account Property** is a structured data field on an account (company) record that describes that account in a consistent, queryable way. It might capture firmographic details (industry, employee count), relationship context (lifecycle stage, account owner), or commercial context (plan tier, contract renewal date).

In **Direct & Retention Marketing**, an **Account Owner** is the person (or defined role) accountable for a customer or prospect account across critical moments—onboarding, nurture, renewal, upsell, and issue resolution. In practice, the Account Owner is the “named owner” in a CRM record who ensures the relationship is managed deliberately, communications are coordinated, and outcomes are measured.

Account Engagement is the practice of measuring, understanding, and improving how an entire customer or prospect **account** (not just a single person) interacts with your brand across channels and over time. In **Direct & Retention Marketing**, it helps teams move beyond one-off campaigns and toward consistent, account-level experiences that drive renewals, expansion, advocacy, and predictable revenue.

A **Sales Qualified Lead** (often shortened to **SQL**) is a prospect your team has validated as ready for a sales conversation. In **Direct & Retention Marketing**, this concept matters because the fastest growth often comes from turning known audiences—subscribers, trial users, repeat visitors, and existing customers—into revenue efficiently. In **CRM Marketing**, a Sales Qualified Lead is the bridge between marketing engagement (emails, lifecycle campaigns, lead nurturing) and sales action (outreach, demos, proposals).

A **Sales Accepted Lead** (often shortened to **SAL**) is a turning point in the revenue journey: it’s the moment a lead transitions from “marketing thinks this is worth pursuing” to “sales agrees and will actively work it.” In **Direct & Retention Marketing**, where success depends on timely, relevant outreach across email, SMS, paid retargeting, and lifecycle programs, that handoff moment is crucial. A clear **Sales Accepted Lead** definition reduces wasted follow-ups, speeds response times, and improves customer experiences by ensuring people get contacted with the right message at the right time.

Recency, Frequency, Monetary—often shortened to **RFM**—is a classic, highly practical framework for understanding customer value and engagement based on transaction behavior. In **Direct & Retention Marketing**, it helps teams move from “one-size-fits-all” promotions to targeted outreach that reflects where each customer is in their relationship with the brand.

A **Product Qualified Lead** is a lead that has demonstrated meaningful value-based intent *inside the product itself*—not just through clicks, form fills, or meetings booked. In **Direct & Retention Marketing**, this matters because the fastest path to revenue often comes from identifying users who are already experiencing the product’s “aha moment” and guiding them toward the next step: upgrade, expansion, or sales-assisted onboarding. In **CRM Marketing**, a Product Qualified Lead becomes a powerful segmentation and lifecycle signal that shapes messaging, timing, and channel choice.

A **Marketing Qualified Lead** is a prospect your marketing team has determined is more likely to become a customer than a typical lead—based on clear signals such as fit, intent, and engagement. In **Direct & Retention Marketing**, that “qualification” step is critical because it decides who should receive deeper nurturing, more personalized outreach, and ultimately a handoff to sales (or a self-serve conversion path). In **CRM Marketing**, the Marketing Qualified Lead is the bridge between audience engagement and revenue operations: it turns behavioral and profile data into a shared, operational definition of “ready for the next step.”