B2B revenue terms, plainly defined
What each term means, why it exists, and how it differs from the thing it is usually confused with. The answer is in the first paragraph of every page.
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The terms teams ask about
A shared, dated list of the steps a buyer and a seller both take to reach a decision.
A private web page a seller shares with one buyer's team, holding everything for that deal.
One number or colour that sums up how likely a customer is to renew, grow or leave.
The people inside a company who together decide a B2B purchase.
What a customer wants to achieve with a product, how it is measured, and the steps to get there.
The transfer of a new customer from the person who sold the product to the team that looks after them.
The point at which a customer gets the business result they bought a product to achieve.
Giving a buying group what it needs to complete its own purchase process.
The cornerstone essay
The trust protocol for AI-to-AI B2B buying
B2B buying is moving toward AI on both sides of the table. When software evaluates software — a buyer's agent reading a vendor's claims — the scarce resource isn't information. It's state the buyer's agent can verify. This essay describes the protocol we've built for that moment, exactly as far as it exists today.
Read the essayOur own words
The vocabulary of confirmed truth
A business outcome both sides signed: co-authored, countersigned by the customer, and relied on downstream.
A customer's identity-assured confirmation that a specific outcome is true, kept as an immutable record.
Two kinds of evidence kept side by side: what the customer countersigned and what systems observed.
The layer of a revenue stack where countersigned facts live.
A forecast split by evidence: what the buyer countersigned, and what only the seller asserted.
An in-room assistant that works for the buyer: it keeps none of the buyer's questions and shares none with the seller.
A shared buyer and seller room that a person's own AI assistant can connect to and read.
A hosted front door where a prospect states the outcome they want, and the evaluation is built around it.
Enforced, not just promised. The records-nothing lane, append-only attestation and the buyer-side firewall are enforced in code and checked by automated tests. Read the live trust protocol