The Complete Guide to Marketing Automation Acronyms

BY: Michelle Miles | Chief Client Strategy Officer at MERGE

PUBLISHED: 8/4/2015

New to the sales and marketing industry or marketing automation? Ever try to have a conversation with a newbie without using acronyms… or just tell your mom what you did today? Bet you use more acronyms than you think!


Here’s a short list:


Marketing Automation Acronyms


AQL: Automation Qualified Lead

BT: Behavioral Targeting

CPL: Cost per Lead

CPO: Cost per Opportunity

CTA: Call to Action

FT: First-touch attribution

LTV: Lifetime Value

MAL: Marketing Accepted Lead

MAP: Marketing Automation Platform

MT: Multi-touch attribution

: Marketing Qualified Lead

SAL: Sales Accepted Lead

SGL: Sales Generated Lead

SQL: Sales Qualified Lead

SRL: Sales-Ready Leads

TAL: Teleprospecting Accepted Lead

TGL: Teleprospecting Generated Lead

TQL: Teleprospecting Qualified Lead

General Marketing and Business Acronyms


AIDA: Attention/Awareness, Interest, Desire, Action

BANT: budget, authority, need, timeline

BI: Business Intelligence

CRM: Customer Relationship Management

RTD: Real Time Data

SLA: Service-level agreement

WIIFM: What’s in it for me

Digital Marketing Acronyms


CPC: Cost Per Click

CTOR: Click to Open Rate

CTR: Click Through Rate

DM: Direct Message

ESP: Email Service Provider

GA: Google Analytics

GAW: Google AdWords

ISP: Internet Service Provider

PPC: Pay per Click

RSS: Really Simple Syndication

SEM: Search Engine Marketing

SEO: Search Engine Optimization

SERP: Search Engine Results Page

SMM: Social Media Marketing

SMO: Social Media Optimization

UX: User Experience

WYSIWYG: What you see is what you get

Techie Acronyms


API: Application Programming Interface

CMS: Content Management System

DKIM: Domain Keys Identified Mail

DNS: Domain Name System

SPF: Sender policy framework

Marketo Acronyms


MCC: Marketo Certified Consultant

MCE: Marketo Certified Expert

MFM: Marketo Financial Management

RCA: Revenue Cycle Analytics

RCE: Revenue Cycle Explorer

RCM: Revenue Cycle Model

RTP: Real-Time Personalization

Generally Marketo acronyms aren’t a problem, but the icon’s might be! Check out Marketo’s icon glossary.