Can’t Tell Your ACV From Your ACL? Not Sure What CRM vs CRR Is? Let’s Breakdown The Most Common SaaS Marketing Acronyms 👇

There are many — and I mean — many. And sometimes they can be a little confusing.

Don’t be afraid to ask whoever you’re talking with to explain what the acronym is, but if you would prefer not to, here’s a list👇


  • ABM: Account Based Marketing
  • ACL: Average Customer Lifespan
  • ACV: Average Contract Value
  • ARPA: Average MRR Per Account (We’ll get to MRR below)
  • ARR: Average Recurring Revenue


  • B2B: Business to Business
  • B2C: Business to Consumer
  • BDR: Business Development Representative


  • CAC: Customer Acquisition Cost
  • CLTV: Customer Lifetime Value
  • CMO: Chief Marketing Officer
  • CPL: Cost Per Lead
  • CRM: Customer Relationship Manager
  • CRR: Customer Retention Rate
  • CTA: Call to Action
  • CX: Customer Experience


  • EDM: Electronic Direct Mail


  • GTM: Go to Market


  • ICP: Ideal Customer Profile
  • ILV: Inbound Lead Velocity
  • IPO: Initial Public Offering


  • KPI: Key Performance Indicator


  • LTV: Lifetime Value
  • LVR: Lead Velocity Rate


  • MAC: Marketing Acquisition Cost
  • MRR: Monthly Recurring Revenue
  • MQL: Marketing Qualified Lead


  • NPS: Net Promoter Score


  • PMF: Product Market Fit


  • R&D: Research and Development
  • RFP: Request for Proposal
  • ROI: Return on Investment


  • SaaS: Software as a Service
  • SAL: Sales Accepted Lead
  • SDR: Sales Development Representative
  • SEM: Search Engine Marketing
  • SEO: Search Engine Optimisation
  • SERP: Search Engine Results Page
  • SLA: Service Level Agreement
  • SMB: Small to Medium Sized Business
  • SOM: Serviceable Obtainable Market
  • SQL: Sales Qualified Lead
  • SWOT: Strengths, Weaknesses, Opportunities, Threads


  • TAM: Total Addressable Market
  • TCV: Total Contract Value


  • USP: Unique Selling Proposition


  • VC: Venture Capitalist

What did I forget? Tell me in the thread 👇

This post was created with Typeshare




Hi. I’m Em 👋. I write about b2b SaaS marketing, ideas and thoughts 💭, all the way to learnings from business & productivity books ✏️.

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Em Downham

Em Downham

Hi. I’m Em 👋. I write about b2b SaaS marketing, ideas and thoughts 💭, all the way to learnings from business & productivity books ✏️.

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