Marketing Automation Platform (MAP)
The system executing marketing programmes — email, nurture, forms, scoring — and the entry point for most lead data.
Why RevOps owns its design
Data quality at the point of capture determines quality everywhere downstream. Form field design, normalisation rules and the sync contract with the CRM decide whether routing and scoring can function at all.
Fix the form first
RELATED TERMS
Data Hygiene
The continuous practice of keeping records accurate, complete and current — as distinct from data quality, which is the state that practice produces.
Integration Layer
The connections moving data between systems, and the rules governing direction, timing and conflict.
Lead Scoring
A model assigning a numeric value to leads based on fit and behaviour, so attention goes to the ones most likely to convert.
Marketing Qualified Lead (MQL)
A lead that marketing considers ready for sales attention, according to a definition both teams have agreed. Without that agreement it is a marketing activity metric wearing a pipeline costume.
Learn how to apply this: CRM Admin 101
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
See the course