Handbook › CRM Standard › Appendix. Glossary 한국어 English Appendix. Glossary An appendix organizing CRM operating terms, abbreviations, and metrics (NRR, LTV, CAC, ICP, SLA, QBR, RevOps) by area across the handbook.
Key takeaways
Terms, abbreviations, and metrics used across the handbook are grouped into seven areas: metrics, lifecycle states, data objects, segmentation, process and operations, ownership, and automation levels.
NRR is (start ARR + expansion - contraction - churn) / start ARR, and LTV:CAC is lifetime value / acquisition cost, the core revenue and efficiency metrics.
The customer lifecycle spans nine states from Unknown to Dormant, and the data model is built from Account, Contact, Lead, Opportunity, Activity, Subscription, and Consent objects.
Each term carries an English and Korean label plus the chapters where it appears, so it cross-references the body text.
This document organizes the main terms, abbreviations, and metrics used across the handbook by area.
When teams use the same term differently, data drifts, so the goal is to pin every definition in one place.
Abbr. English Korean Description Chapters NRR Net Revenue Retention 순매출유지율 (start ARR + expansion - contraction - churn) / start ARR x 100. Above 100% grows without new logos Metrics ARR Annual Recurring Revenue 연간 반복 매출 Recurring revenue annualized on a subscription/contract basis Metrics, Strategy LTV Lifetime Value 고객 생애가치 Total value a customer creates over the entire relationship Metrics, Segmentation CAC Customer Acquisition Cost 고객 획득비용 Marketing and sales cost to acquire one customer Metrics LTV:CAC — 생애가치 대비 획득비용 비율 LTV / CAC. Roughly 3x or higher is healthy; below 1x is loss-making Metrics KPI Key Performance Indicator 핵심 성과 지표 A quantitative metric that measures operating performance Metrics, Strategy ROI Return on Investment 투자수익률 Return relative to investment; used to judge automation viability Automation & AI — Retention 리텐션(유지율) Share of existing customers retained. Churn = 100 - retention Metrics, Lifecycle — Churn 이탈(처닝) Customers or revenue leaving Metrics, Lifecycle — Conversion Rate 전환율 Share that moved from one stage to the next Metrics, Process — Sales Cycle 세일즈 사이클 Time from Qualified to close Metrics, Process — Health Score 헬스 스코어 Weighted customer health score from usage, adoption, support, and relationship signals Lifecycle
English Korean Description Chapters Unknown 미식별 Unidentified visitor or latent demand Lifecycle Lead 리드 Contactable potential customer Lifecycle, Data Model Qualified 검증 리드 A prioritized opportunity Lifecycle, Process Opportunity 영업 기회 A deal in active buying or adoption discussion Lifecycle, Data Model Customer 고객 Contract or purchase completed Lifecycle Active 활성 Repeated usage or repurchase Lifecycle, Metrics Expansion 확장 Additional purchase or expansion is possible Lifecycle, Segmentation Risk 위험 Churn or contraction is possible Lifecycle, Process Dormant 휴면 Long-term inactive Lifecycle
English Korean Description Chapters Account 계정 The larger unit of relationship: company, org, household, store Data Model Contact 연락처 An actual person or user Data Model Lead 리드 Latent demand not yet validated as an opportunity Data Model, Lifecycle Opportunity 기회 A deal with purchase/contract potential Data Model Activity 활동 Interaction records: meetings, emails, calls, tickets Data Model Subscription / Order 구독 / 주문 A contract or purchase fact Data Model Consent 동의 Privacy and marketing collection/use consent status Data Model, Governance
Abbr. English Korean Description Chapters ICP Ideal Customer Profile 이상적 고객 프로필 The definition of the customer that fits us best Strategy, Segmentation, Data Model — Fit 적합도 How well a customer matches the ICP Segmentation — Intent 의도 A signal of current buying or adoption interest Segmentation — Priority Score 우선순위 점수 Fit + Intent + Value - Risk, ranking where to act first Segmentation — Upsell 업셀 Expansion sale to a higher tier or larger quantity Segmentation, Metrics — Cross-sell 크로스셀 Cross sale into a related product or service Segmentation
Abbr. English Korean Description Chapters SLA Service Level Agreement 서비스 수준 약속 An internal/customer promise on response and resolution time Process, Operations QBR Quarterly Business Review 분기 비즈니스 리뷰 A quarterly meeting to review results and plans with a customer Automation & AI, Segmentation GTM Go-To-Market 시장 진입 전략 The strategy and system for taking a product to market Operations, Strategy RevOps Revenue Operations 매출 운영 Marketing, sales, and CS operations unified around revenue Strategy, Metrics CS Customer Success 고객 성공 The team accountable for customer value, retention, and expansion Multiple chapters — Pipeline 파이프라인 The flow of opportunities by stage Process, Metrics — Lead Routing 리드 라우팅 Assigning new leads to owners by rule Process, Automation & AI — Onboarding 온보딩 The post-contract path to initial value realization Process — Closed Won / Lost 성사 / 실패 The end-state result of a deal Process — Playbook 플레이북 A set of standard responses by situation Process, Automation & AI
English Korean Description Chapters Executive Sponsor 임원 스폰서 The executive who ties CRM to revenue/customer strategy and sets priorities Strategy CRM Owner CRM 오너 Owns fields, process, automation, permissions, and operating meetings Strategy, Governance Data Steward 데이터 스튜어드 Manages data quality, duplicates, consent, and attribute definitions Strategy, Data Model Process Owner 프로세스 오너 Manages sales/marketing/CS stages and SLAs Strategy, Process Tool Admin 도구 관리자 Manages tool settings, permissions, integrations, and change deployment Strategy, Governance
English Korean Description Chapters Suggest 제안 AI/automation only recommends; a human executes Automation & AI Draft 초안 AI drafts; a human approves before sending Automation & AI Execute with Guardrail 가드레일 실행 Low-risk work runs automatically; exceptions are reviewed Automation & AI Fully Automated 완전 자동 Proven repeated work runs fully automated Automation & AI
Term updates
This glossary is updated alongside handbook revisions. Missing terms are tracked through the updates page.
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