Glossary of Terms

Marketing Cloud: Marketing Management system, commonly referred to as “Marketing Cloud.” It is an integrated set of marketing tools or solutions provided by a single Supplier. A Marketing Cloud provides marketers and marketing applications with unified access to audience data, content, workflow triggers, and operational analytics. It automates and optimizes multi-channel Campaigns, supports user engagement and experiences, and collects related data across online and offline channels.

MA: Marketing Automation (product). Full name: Marketing Automation, abbreviated as MA.

MarTech: Marketing technology—digital marketing from a technology perspective.

SCRM: Social CRM (Social Customer Relationship Management). A bilateral interaction-based CRM system. For example, enterprise WeChat-based SCRM is a Social CRM built on the enterprise WeChat ecosystem.

ABM: Account-Based Marketing—personalized marketing focused on target Accounts.

CDP: Customer Data Platform—a system for acquiring, managing, and applying an organization’s unified customer data.

DMP: Data Management Platform—consolidates disparate third-party and first-party data onto a single technical platform, standardizes and segments that data.

SOP: Standard Operating Procedure—a standardized, formatted description of the steps and requirements for executing a given task.

BPM: Business Process Management.

BI: Business Intelligence—BI Reports combine existing enterprise data and present the results as Reports.

Form: A collection of fields used to gather user information, e.g., name, phone number, company, job title, email.

Record: A record consists of collected user information fields and their values. Example: a submitted Form might produce a Record with Name: Wang XX; Phone: 130xxxx0027; Company: Shenzhen ShareCRM; Title: Operations.

Field: A Field describes a single attribute within a Record, such as Name, Phone, or Company Name.

Mapping: Linking form fields to corresponding CRM database Fields. For example, to store form submissions into CRM Leads, you must map each Form Field to the appropriate Lead Field.

Object: Core CRM Objects include Account, Leads, Contact, and Opportunity.

Record Type: Record Type classifies the business category to handle differences across industry processes. The system’s default is “Default/Unclassified.” When classification is required, map incoming Records to the appropriate Record Type. For example, a company with domestic and international business lines may define two Record Types; users must select the applicable Record Type when creating Leads, Accounts, or Opportunities so the system follows the corresponding process.

Member: In Marketing (ShareMarketing) a Member is a Lead who has submitted a Form at least once. Assigning Member status allows that Lead to participate in activities without re-submitting the Form.

Leads: Refers to Leads or Lead Pool. A Lead Pool organizes Leads into groups for different Lead nurturing strategies.

Raw Leads: Unqualified or raw Leads.

MQL: Marketing Qualified Lead.

SQL: Sales Qualified Lead (typically represented as an Account or Contact).

Opportunities: Opportunity (business deal).

Order: Order.

Cash: Cash (revenue/monetary value).

L2C: The conversion process from Leads to Cash (transaction revenue).

SDR: Sales Development Representative / Lead qualification team responsible for cleansing initial Leads (for example, Leads collected by Marketing from Campaigns or channels) according to qualification rules to identify and nurture valuable MQLs.