Glossary
Marketing and technology glossary
Short, honest definitions of the terms that appear in most proposals you'll receive.
MACROW Editorial · 22 October 2025 · 10 min read
Marketing
- CAC — the total cost of acquiring one paying customer
- LTV — the total gross profit one customer produces over time
- CRO — improving the percentage of visitors who take the intended action
- Attribution — the method used to credit revenue to channels
Technology
- MVP — the smallest build that tests the core assumption
- API — a defined way for two systems to exchange data
- CRM — the system of record for customers and pipeline
- ERP — the system of record for operations and finance