GLOSSARY

Marketing that proactively distributes messages to selected audiences through channels such as advertising, direct outreach or events.

It supports forecasting, prioritisation and cross-functional decisions when definitions and source data are consistent.

A cross-functional team applies Outbound Marketing in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.

The measure or method can mislead when definitions, cohorts, margins, periods or source systems differ. It should not be interpreted without context.

Marketing that proactively distributes messages to selected audiences through channels such as advertising, direct outreach or events. It should be defined with an explicit population, period, data source and calculation rule. Revenue teams should govern lifecycle stages, ownership and reconciliation so the value is comparable over time and connected to commercial decisions.