Glossary
B2B Lead Gen Sales & Appointment-Setting Glossary
198 terms, defined in plain language for b2b lead gen owners and operators, not adjusters or installers.
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Marketing Agencies
Agency of Record (AOR)AGI (Adjusted Gross Income, Agency Finance)Audit-as-Lead-MagnetBillable Rate & Blended RateCapacity Utilization RateDiscovery-to-Close RatioFoot-in-Door OfferHolding CompanyIncumbent AgencyMRR (Monthly Recurring Revenue), Agency ContextNiching DownPitch & Spec WorkProductized ServiceReferral PartnerRepitch / Review CycleRetainer vs. Project-BasedRFP & RFI (Request for Proposal / Request for Information)Scope CreepSOW & MSA (Statement of Work / Master Service Agreement)White Label
Commercial Insurance
Account RoundingAdmitted vs. Non-Admitted CarrierAgency Management System (AMS)Bind / BinderBook of BusinessBOP (Business Owner's Policy)Broker of Record (BOR) LetterCaptive vs. Independent AgentCarrier AppetiteCertificate of Insurance (COI)Combined RatioContingency CommissionE&S / Surplus LinesExperience Mod (E-Mod)Hard Market vs. Soft MarketLoss RunMGA (Managing General Agent)NCCI Class CodeNUPP (Net Unvalidated Producer Payroll)Premium FinancingProducerQuote vs IndicationRenewal RatioRetention RateSIR (Self-Insured Retention)SubmissionUmbrella / Excess LiabilityWholesale BrokerWorkers' Comp X-DateX-Date
Business Funding (MCA)
ACH vs. Split (MCA Remittance)Advance AmountAged MCA LeadsApp-InBackdooringBank Statements UnderwritingBuy RateConfession of Judgment (COJ)Decline (MCA)Exclusive MCA LeadFactor RateFunderHoldbackISO (MCA)MCA BrokerMCA Live TransferMCA SubmissionNSF (Non-Sufficient Funds)Points / CommissionRenewal / ReloadReverse ConsolidationRTR (Right to Receive)StackingStips (Stipulations)SyndicationTIB (Time in Business)True-UpUCC FilingUCC Leads
Merchant Services
Basis PointsBatch Processing (Batch Out)Cash Discount ProgramChargebackCNP (Card-Not-Present)Dual PricingEffective RateEMVETF (Early Termination Fee)Free Terminal ModelGateway FeeHigh-Risk Merchant AccountInterchangeInterchange-Plus PricingISO (Independent Sales Organization)ISV (Independent Software Vendor)MCC (Merchant Category Code)Merchant AttritionMerchant BoardingMID (Merchant ID)MLS (Merchant Level Salesperson)Monthly Minimum FeeMSP (Member Service Provider)Next-Day FundingNon-Cash AdjustmentPayFac (Payment Facilitator)PCI Compliance FeeResidual BuyoutResidualsRolling ReserveSponsor BankStatement AnalysisSub-AgentSurchargingUnderwriting (Merchant Account)
Shared Outbound
Appointment SettingBANT (Budget, Authority, Need, Timeline)BDR (Business Development Representative)Buying SignalCadenceCold CallCold EmailConnect RateDeliverabilityDiscovery CallDouble-Confirmed AppointmentEmail WarmupFirmographic DataFull-Cycle vs. Partial-Cycle Sales RepGatekeeperICP (Ideal Customer Profile)Intent DataLead EnrichmentLive TransferMEDDICMeeting Held RateMQL (Marketing Qualified Lead)Multi-ThreadingNo-Show RateOutbound vs. InboundParallel DialerPay-Per-MeetingPipeline CoveragePower DialerQuota AttainmentRamp TimeRep TenureSAL (Sales Accepted Lead)Sales Engagement PlatformSales PlaybookSDR (Sales Development Rep)Sender ReputationSignal-Based SellingSPF, DKIM, DMARCSQL (Sales Qualified Lead)
SaaS
Staffing
ATS (Applicant Tracking System)Bench (IT Staffing)Bill RateContingency RecruitmentCredentialing (Healthcare Staffing)Direct HireDirect SourcingEOR (Employer of Record)Exclusive Job OrderFill RateGross MarginHot ListJob OrderLight Industrial StaffingMarkupMPC (Most Placeable Candidate)MSP (Managed Service Provider, Staffing)Pay RatePEO (Professional Employer Organization)Perm Fee (Placement Fee)Preferred Vendor List (PVL)RedeploymentRetained SearchRPO (Recruitment Process Outsourcing)Splits NetworkTemp-to-HireTier 1 VendorTime-to-FillVMS (Vendor Management System)
FAQ
Glossary questions, answered.
Who writes these definitions?
VA Horizon's team writes them based on how the terms are actually used in B2B sales conversations and contracts, not generic dictionary copy.
How are terms picked for this glossary?
From questions owners and reps actually ask on calls, plus the vocabulary that shows up in vendor contracts, compliance rules, and industry reporting.
What if a term is missing or a definition looks off?
Email youssef@vahorizon.site. Definitions get corrected quickly, and genuinely useful missing terms get added to the index.
What does VA Horizon charge in B2B?
There is no monthly retainer in B2B. You pay per booked, qualified meeting, with per-industry rates in the $200 to $600 range confirmed on a fit call. No-shows are replaced free.
Not sure where to start?
Book a 15-minute call and we will map the terms that actually apply to your pipeline.
Book a B2B CallPay per booked meeting · No retainer · Free no-show replacement
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