Term

Definition

B2B

Business-to-Business. A transaction model in which businesses sell products or services to other businesses.

B2C

Business-to-Consumer. A transaction model in which businesses sell products or services directly to individual consumers.

BANT Model

A qualification framework that assesses whether a potential customer has Budget, Authority, Need, and a defined Timeline.

Bid Manager

A role responsible for coordinating and submitting proposals in response to customer tenders or procurement processes.

Bill of Materials

A detailed list of all hardware and software components required to deliver the solution, including type, quantity, cost, and associated assumptions.

Business Initiative

A strategic action undertaken by a customer organization to achieve a defined business goal.

Business Outcome

A measurable result that the customer organization wants to achieve, typically expressed with an action verb.

Buying Group

The set of customer stakeholders involved in the decision-making process for a specific solution or service.

Collective Learning

A collaborative process where stakeholders align by exploring different perspectives, debating, and co-constructing decisions.

Commercial Insight

A Vendor-generated perspective that challenges the customer’s assumptions and reframes their understanding of a problem in a way that favors the Vendor’s strengths.

Customer

The individual or organization receiving the Vendor’s offering.

Customer Business Case

The quantified value that the Vendor delivers to the customer, typically used to justify the investment decision.

Customer Current Situation

The state of the customer’s operations, pain points, or context before adopting the proposed solution.

Customer Persona

A semi-fictional representation of a key stakeholder within the Buying Group, capturing roles, goals, and decision drivers.

Customer Purchase Price

The price paid by the customer for adopting the Vendor’s solution or service.

Customer ROI

The financial return that the customer receives from the Vendor’s solution, relative to the Customer Purchase Price.

Delivery Plan

A structured schedule that outlines how the Vendor will implement the solution, including timelines and responsibilities.

Demand Generation

The set of marketing and outreach activities designed to generate qualified leads and initiate customer conversations.

D2C

Direct-to-Consumer. A model where companies sell directly to end-users without intermediaries.

Ideal Customer Profile (ICP)

The set of firmographic and behavioral characteristics that define a high-fit customer for the Vendor’s offering.

KPI

Key Performance Indicator. A metric used to measure progress toward defined goals.

Lead Generation

The process of identifying and attracting potential customers to initiate the sales engagement.

Learning Journey

A sequence of messages and content designed to guide the customer through a new perspective, based on the SIC framework.

Marketing Qualified Lead (MQL)

A lead that meets predefined criteria indicating readiness for sales engagement, typically based on intent signals or qualification questions.

Milestone

A defined stage in the Value Accelerator Framework with specific activities, objectives, and quality gates.

Mobilizer

A stakeholder who drives change within the customer organization by validating the Commercial Insight and engaging other decision-makers.

Offering

The combination of products and services proposed by the Vendor to address customer needs.

Pilot Project

A small-scale implementation of the proposed solution to validate impact and prepare for broader deployment.

Pre-Engagement Phase

The phase of the Value Accelerator Framework focused on designing the Vendor’s go-to-market system before engaging with customers.

Product

The specific software, hardware, or digital solution that forms part of the Vendor’s offering.

Project

A temporary collaboration between the Vendor and the customer, focused on implementing the solution against economic compensation.

Quality Gate

A binary and objective check that determines whether a Milestone is complete and whether the team can move to the next one.

Quantitative Value Proposition

A data-backed estimate of the value delivered by the Vendor’s offering, expressed in measurable terms.

RASCI Matrix

A responsibility assignment model used to clarify roles across activities: Responsible, Accountable, Supportive, Consulted, Informed.

RFI

Request for Information. A customer-issued document used to gather information from Vendors in the early stages of procurement.

RFQ

Request for Quotation. A document used to request detailed pricing from Vendors for defined goods or services.

RFP

Request for Proposal. A document inviting Vendors to submit formal proposals based on predefined customer requirements.

Sales Enablement Artifacts

Tools, templates, and materials that support the Sales Rep in executing each Milestone of the Framework.

Sales Opportunity

A potential engagement where the Vendor’s offering is under consideration by a customer Buying Group.

Sales Rep

The individual responsible for managing the Vendor-customer interaction and executing the Framework’s Milestones.

Scope of Works

A detailed list of services activities needed to implement the Vendor’s solution.

SIC Framework

“Spark, Introduce, Confront.” A messaging model used to design impactful Learning Journeys and marketing content.

SME (Subject Matter Expert)

An expert with in-depth knowledge of a specific domain, contributing technical or business input to the engagement.

Solution

A service or system proposed to address the customer’s specific business problem.

Stakeholder

An individual or group within the customer organization affected by or involved in the solution decision.

Success Criteria

The measurable outcomes used to evaluate the effectiveness of a solution or Pilot Project.

Technical Deep Dive

A meeting or activity focused on evaluating the technical feasibility of the solution with customer SMEs.

Value Accelerator Academy

The official training and enablement platform for learning the Value Accelerator Framework. Includes video lessons, real-life examples, and downloadable resources.

Value Accelerator Framework

A structured commercial approach developed to help Vendors drive predictable revenue by executing repeatable value-based customer engagements.

Value Design Workshop

A collaborative workshop where the Vendor and customer co-identify challenges, business objectives, and potential solutions.

Value Hypothesis

A working assumption about the measurable value that the Vendor can deliver to the customer.

Value Proposition

A statement summarizing the unique value that the Vendor’s offering provides to the customer.

Vendor

The organization or individual offering the solution and executing the Value Accelerator Framework.

Vendor Cost of Delivery

The internal cost incurred by the Vendor to implement and support the proposed solution or service.