Glossary Terms

Lead generation is inclusive of outbound and inbound lead generation. At SalesReply, we offer all forms of b2b lead generation at the fraction of the price of building an internal team, inbound and outbound.

Marketing Budget

The marketing budget for a company is the amount of marketing dollars that have been approved for the fiscal year. Marketing budgets can also be set quarterly. Most companies generate their marketing budget by looking at their ROI, by marketing channel they have used previously, or by doing other research to find out cost estimates for campaigns they will initiate during the coming year.

Marketing Channel

A marketing channel describes different marketing techniques, sometimes through different platforms or communication methods, by which to gain sales through customer engagement. Examples of marketing channels are cold calling, email marketing, LinkedIn, direct mail, advertising, social media, SEO on a website, and through events. Marketers often use multiple channels within their campaigns to increase their effectiveness and to reach more customers.

Meeting Setting

Meeting setting is the process of setting sales meetings that encompass the entire lead generation process. Meeting setting, also known as appointment setting, is typically referred to regarding outbound lead generation and encompasses all the processes within it. Those qualifications include strategy, list building, copyrighting, campaign optimization, and meeting setting.

Meeting Setting Company

A meeting setting company is a company that performs meeting setting as a service. These companies are optimized to book sales meetings at scale, and they make it easy to increase output without having to hire internally. Meeting setting companies are also known as sales development companies or lead generation companies. They execute every process within the meeting setting and sales development functions, such as list building, copyrighting, campaign creation and optimization, meeting scheduling, and reporting.

Objection Handling

Objection handling is the process of replying to objections with a thoughtful response that is ideally uncounterable. The goal of objection handling is to refute the objection and demonstrate an immediate need for the value of a product and service. An example of objection handling would be if a prospect replies that they don’t have time to manage a project like this, the possible objection handling would be to say we have an account services team that does all the work. Thus, the prospect wouldn’t need to use any of their time, so their objection is now null, and they are more likely to do business with you.

Outbound Marketing

Outbound marketing is the field of marketing that is defined by directly reaching out to prospects, as opposed to, drawing them into the website. Outbound marketing channels include email marketing, cold calling, and direct mail. The goal of outbound marketing is to identify quality prospects and set meetings with them to sell a company’s services or products.

Outbound Sales

Outbound sales is the field of sales that is defined by reaching out to prospects, as opposed to, drawing them into the website. Outbound sales channels include email, cold calling, and direct mail. The goal of outbound sales is to identify quality prospects and set meetings with them to sell a company’s services or products.

Outsourced Sales Development

Outsourced sales development (OSD) is the process of hiring a sales development agency to handle all of your sales development related tasks including list building, strategy, copyrighting, optimization, objection handling, meeting setting, and reporting. OSD firms hire and train sales development reps (SDRs) on behalf of their clients and can be a more affordable option compared to hiring and building an internal sales development team. Although they may be called outsourced, most employees are US based except for research teams.

Outsourced Sales Teams

Outsourced sales teams are hired to hold sales meetings and close deals on behalf of a company. These outsourced sales reps can be much less expensive than internal sales reps, as they may work with several other clients. Their primary goals are to hold meetings, create urgency, and get deals signed.


Pay-per-meeting (PPM) is a type of deal in which the client only pays for meetings that are held. They are also known as pay-per-performance. There are two ways to structure a pay-per-meeting sales development agreement. The first is to pay for meetings that have been held by spending weekly or monthly invoices for held meetings. The second way is to purchase a bucket of meetings at the beginning of the engagement, of which the sales development agency needs to fulfill those purchased meetings in a specified period of time. PPMs typically have a higher CPM (cost per meeting) because they are guaranteed to be qualified and helpful.