The terms used across the episodes, each with a short definition and a link to the page where it is explained.
- Big rocks and small rocks
- Big rocks are the large projects such as pricing or a new CRM. Small rocks are the small process improvements that are cheaper, less risky and easier to reverse. Commercial Excellence, episode 1
- Builder Method
- Four steps for improving any system: understand the existing system, turn it into a model, identify the leverage, and only then build a better system. Commercial Excellence, episode 1
- Circle of concern
- Everything you care about but cannot control, such as revenue, bookings, market conditions and competitors. Sales Management, episode 4
- Circle of influence
- What you can actually change: the quality of your opportunities, how your people are coached, how deals get qualified and how your pipeline is built. Sales Management, episode 4
- Commercial Excellence
- The discipline of understanding commercial systems, turning them into models, identifying leverage, and building better ways of working. Commercial Excellence, episode 1
- Conversion rate
- Conversions divided by opportunities. It is not a lever but an indicator of whether the things you are changing are actually improving the system. Sales Management, episode 4
- Cost of understanding
- The effort it takes to understand a commercial process before you can improve it. It used to be the expensive part, and it is what AI changes. Commercial Excellence, episode 1
- Dominant force
- The pricing force your daily decisions naturally gravitate toward, which is not necessarily the strategy on the slide. Pricing, episode 3
- Entry point
- A way a customer enters a business, such as the company website, a webinar, a trade fair, a distributor or a referral. Lead Management, episode 2
- Gießkannenprinzip
- The watering-can principle: the same treatment poured evenly over everyone, regardless of need, such as raising every price by three percent. Pricing, episode 3
- Lead
- A placeholder, a variable: one box built for many different customer intentions, which means what you define it to mean. Lead Management, episode 2
- Leverage map
- An example model that assesses possible improvements by impact, effort and risk or reversibility. It tells you where to look first. Commercial Excellence, episode 1
- Long-tail distributor markets
- Many small markets that look unattractive one by one but form one scalable segment when grouped by commercial model. Segmentation, episode 5
- Management influence budget
- The roughly forty hours a week every sales manager gets, split between work that explains yesterday and work that improves tomorrow. Sales Management, episode 4
- Pricing Profile Canvas
- A self-assessment across four pricing decisions in which each instinctive answer is a vote for cost, competition or value. Pricing, episode 3
- Pricing Triangle
- Cost, competition and value as three forces that act on every pricing decision at once. Every company sits somewhere inside the triangle. Pricing, episode 3
- Pricing hierarchy
- The stack of price, price list, calculation, assumptions and strategy, in which each layer comes from the one below. Pricing, episode 3
- Process Design Record
- Three fields written down after a process workshop: the objective, the constraints that were true at the time, and the decision made because of them. Lead Management, episode 2
- Requirements
- The documented why behind a process, from which the process is derived again whenever requirements or conditions change. Lead Management, episode 2
- Scheinkonsens
- German for illusory consensus: everyone agrees on the word, no one agrees on the meaning. Lead Management, episode 2
- Segmentation
- A model of reality that groups many customers into a few segments you can decide on. It is a choice, not a discovery. Segmentation, episode 5
- Segmentation drift
- The slow gap that opens when a segmentation stays fixed in systems and reports while markets, customers and strategy change. Segmentation, episode 5
- Segmentation lens
- The dimension through which the same customers are grouped, such as industry, application or commercial model. Every lens reveals something and hides something else. Segmentation, episode 5
- The part of a customer's spend in a category that goes to you. It only works where the customer universe is fixed and countable. Segmentation, episode 5
- One answer to the question of when something becomes an opportunity, so that everyone draws the line in the same place. Sales Management, episode 4
- Value-based pricing
- Pricing on the value a customer receives, so that the price differs where the value differs. Moving toward it is organisational change, not a switch. Pricing, episode 3
- Verschlimmbessern
- A German word for making something worse while trying to improve it. Commercial Excellence, episode 1