The individual or position responsible for ultimately deciding on a purchase. This decision-maker is often protected by a gatekeeper. The sales representative's task is to turn the gatekeeper into a supporter within the company.

Demand or lead generation is a process that is focused on creating awareness and generating interest in a company's solution. It involves activities like nurturing leads, content marketing, and optimizing search engine visibility.

The initial call that a sales representative initiates with a potential customer, aiming to inquire and assess their suitability for the next phase.

The call that a sales representative and a sales engineer make where they demonstrate their product’s capabilities and answer any questions that the prospects might have before moving on to the trial and implementation stages.