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Find the term. Understand the work.

Find clear definitions for the commercial growth, customer intelligence, acquisition and customer lifecycle terms used across GWO SEVO’s website.

Quick Reference

Most searched terms

  1. Commercial growth The combined work of acquiring customers, converting demand, improving customer experience, growing customer relationships and making better commercial decisions from data. View Definition
  2. Customer intelligence The process of organising and interpreting customer, audience and market data so teams can make informed decisions about targeting, engagement, service and customer value. View Definition
  3. Integrated Service Solution One of GWO SEVO’s seven primary offers. Each package begins with a commercial problem and intended outcome, then brings together the capabilities needed to address it. View Definition
  4. Customer lifecycle management The coordinated work across onboarding, ongoing engagement, retention, upsell, cross-sell and reactivation, supported by customer operations and intelligence. View Definition
  5. Audience monetisation Using segmentation, insight, campaign intelligence and commercial planning to identify ways customer or audience assets may support measurable value. View Definition
  6. Customer acquisition The work of finding prospective customers, creating demand and converting the right people or organisations into customers. View Definition

A–Z Directory

All glossary terms

Choose a letter to browse, or search by term, acronym or related topic.

C

Content strategy
The choices and operating plan that determine which content is created, for whom, why, where and how it is maintained.
Conversion
The point at which a person completes a defined action, such as submitting an enquiry, booking an appointment, making a purchase or becoming an active customer.
Conversion funnel
A model of the stages between initial response and completion of a defined conversion action.
Conversion optimisation
The evidence-led improvement of pages, messages or processes to help more suitable users complete a defined action.
Conversion path
The sequence of interactions recorded before a person completes a defined action.
Conversion rate
The percentage of an eligible audience, visitors or leads who complete a defined action within a stated period.
Conversion rate optimisation CRO
A structured practice of testing and improving the experience that leads users toward a defined conversion.
Conversion reporting
Reporting that connects defined funnel stages and actions so teams can see where suitable prospects progress or drop out.
Corporate affairs
The function responsible for managing an organisation’s relationships and communications with important external and internal stakeholders.
Corporate authority
Recognition that an organisation has relevant expertise and credibility within a defined market, issue or field.
Corporate communications
The planned communication an organisation uses to inform and engage employees, customers, media and other stakeholders.
Corporate content
Content published by or for an organisation to explain its work, position, expertise or responsibilities.
Corporate Content and Digital Influence
A GWO SEVO Strategic Service Line focused on corporate and executive authority through content, thought leadership, PR, digital visibility and reputation-led demand generation.
Correlation
A measured relationship in how two variables change; by itself, it does not show that one caused the other.
Cost per click CPC
The average media cost for each recorded click, calculated by dividing eligible spend by eligible clicks.
Cost per lead CPL
The average eligible campaign cost for each lead generated under an agreed lead definition.
Cost per mille CPM, Cost per thousand impressions
The media cost for one thousand eligible impressions within a stated campaign or placement.
CRM review
A structured assessment of CRM records, stages, ownership, workflows, reporting and how the system supports commercial activity.
CRM setup and reporting
The configuration of approved CRM records, stages, workflows and reports for a defined commercial process.
CRM workflow
A defined sequence of CRM actions, assignments, status changes and follow-up steps triggered by agreed events or rules.
Cross-sell Cross-selling
Offering an existing customer a relevant product or service that complements what they already use or have purchased.
Cross-sell opportunity
A supported possibility to offer an existing customer a relevant complementary product or service.
Current state
A documented view of how a process, system or performance measure works before a proposed change.
Customer acquisition Acquisition
The work of finding prospective customers, creating demand and converting the right people or organisations into customers.

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