Marketing & Acronyms

ROI (Return on Investment)

Quick Definition

ROI is profit generated relative to investment, typically expressed as a percentage.

In context

Different from ROAS — ROI accounts for costs beyond just ad spend. SEO ROI is harder to calculate but typically delivers 5–22x over 12–24 months for well-executed campaigns.

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Related terms

API (Application Programming Interface)

An API is a defined interface that lets software applications communicate with each other.

B2B (Business-to-Business)

B2B refers to businesses selling to other businesses rather than direct consumers.

North Star Metric

A North Star Metric is the single metric a company chooses as its primary indicator of customer-value delivery — used to align all teams around a shared goal.

NPS (Net Promoter Score)

NPS is a customer satisfaction metric (0–10 scale) measuring how likely customers are to recommend your business.

CES (Customer Effort Score)

CES measures how much effort customers had to expend to complete a task — easier experiences correlate with stronger loyalty.

SQL (Sales Qualified Lead)

An SQL is a lead that sales has independently qualified as worth pursuing — usually after initial discovery conversation.

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