Glossary

CRM words, in plain language

Short definitions of the terms you’ll see in Ordyum. Look for the ⓘ next to a word to read its meaning without leaving the screen.

People and sales

Lead: Someone who has shown interest (filled in a form, wrote to you, called) but you haven’t yet confirmed they’re a real buyer.
Lifecycle: Where a person stands with you: Lead → Prospect (talking with you) → Customer, or Churned. It belongs to the contact, not to a deal.
Deal: A possible sale, with an amount. It moves through the pipeline stages until you mark it won or lost.
Pipeline and stages: The steps a deal goes through, from first contact to closing. Each column on the Deals board is a stage.
Owner: The team member in charge of a contact or deal. They get the reminders and the alerts about it.
Score: Points from 0 to 100 that a contact earns with your scoring rules (for example: asked for a quote, came from Google Ads). Higher means more likely to buy; each contact shows why.
Stale deal: A deal that has gone too long without any activity (call, email, task, stage change). It’s the first sign it may be lost.
Response time (SLA): The maximum time you commit to for first contacting a new lead, for example 15 minutes. Past it, the lead shows as late and can be reassigned.

Weighted value: Each open deal’s amount multiplied by its stage’s probability, then added up. A €1,000 deal in a 50% stage counts as €500. It’s a realistic estimate of what you’ll close.
Forecast: The weighted value of open deals, grouped by the month you expect to close them. Give each deal a close date so the forecast is accurate.
Win rate: Of the deals you closed (won or lost), the share you won. 4 won out of 10 closed is 40%.
Sales cycle: How many days, on average, pass from creating a deal until you win it. Shorter means you sell faster.
Pipeline coverage: Your open pipeline compared with an average month of sales. 3× means you have three months’ worth of sales in play: enough margin if some deals are lost.
Ordyum Score: A weekly grade from 0 to 100 of how well the team works its leads and deals: response speed, follow-up, tidy records, conversion and pipeline movement.
CRM hygiene: How complete your records are. Here: the share of open deals with an amount, a close date and an owner. Incomplete deals make reports unreliable.
Pipeline velocity: The share of open deals that keep moving instead of sitting still. A low value means many deals are stale.

Attribution: Knowing which campaign or channel each lead came from (Google Ads, Meta, a link with UTM tags…), so you can see what actually brings in sales.
UTM tags: Labels added to the end of a link (utm_source, utm_campaign…) that tell Ordyum where a visitor came from.
CPL (cost per lead): What each lead cost you in ads: ad spend divided by the leads it brought. €300 for 10 leads is a €30 CPL.
CAC (customer acquisition cost): What each new customer cost you in ads: ad spend divided by the customers won in the period. Compare it with what a customer pays you.
ROAS: Return on ad spend: revenue from won deals divided by what you spent on ads. 3× means each €1 spent brought back €3.