Definition
The activities that turn prospects into paying customers and existing customers into more revenue, from pipeline generation and outreach through to closing and expansion.
It's the outcome the rest of this glossary feeds into: leads become pipeline, and pipeline becomes closed revenue. Measuring outbound by revenue rather than by emails sent or leads gathered keeps a team honest, because activity that never reaches a signed deal doesn't count, however impressive the dashboard looks.
Where this comes from
Read the related term: Vanity Metrics