# Glossary — Market to Lead (M2C)
> Source: PDD - M2C - 001 Market to Lead (v.0.19, Jun 2025) §15

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| Term | Definition |
|---|---|
| **GDPR** | General Data Protection Regulation |
| **MCAE** | Marketing Cloud Account Engagement (Salesforce's marketing automation platform, formerly Pardot) |
| **SFAE** | Salesforce Account Engagement — used interchangeably with MCAE/Pardot in this project |
| **M2C** | Market to Cash — the end-to-end process from marketing a prospect to closing a sale |
| **PDD** | Process Design Document |
| **Prospect** | Any individual represented in the SFAE database with a prospect record, regardless of whether they have been converted to a lead/contact in CRM or whether they are a current customer. Tracked via engagement history, scoring, and CRM sync. |
| **Lead** | A Salesforce standard Lead object. Represents an individual potential customer or business who has shown interest but is not yet sales-ready. Created from a qualified prospect. |
| **Project Lead** | A custom Salesforce object that captures construction or development projects sourced from public databases (e.g. ConstruDatos, Dodge, iBau). Not individuals or companies. Uploaded via API, bypassing marketing automation. |
| **MQL** | **Marketing Qualified Lead** — a lead vetted by Marketing and determined to have shown enough interest and/or to meet demographic/firmographic/behavioral criteria to be more likely than others to become a customer. Handed off to sales for follow-up. |
| **SQL** | **Sales Qualified Lead** — a lead vetted by both Marketing and Sales and deemed ready for active sales engagement. Represents a later stage than MQL, with clear purchase intent and sufficient fit for a salesperson's time. |
| **ICP** | **Ideal Customer Profile** — for dormakaba, defined by several Persona Clusters. Reflects the accounts with the highest revenue potential. |
| **Persona Cluster** | A grouping of dormakaba customer personas used to define nurturing content, scoring criteria, and grading logic. See [prospect-management.md](prospect-management.md). |
| **Mailable** | Refers to whether a prospect is eligible to receive marketing emails. A prospect is mailable = TRUE when they have a valid email address, have given consent, have not unsubscribed, have not bounced, are not blacklisted, and their profile is active. |
| **Prospect Nurturing** | The process of engaging and building relationships with prospects through personalized, automated communication to move them through the sales funnel. |
| **Prospect Routing** | The automated process of directing prospects to the appropriate sales rep or team based on predefined criteria (score, territory, product interest). |
| **Prospect Scoring** | A system to evaluate and rank prospects based on their engagement and fit, helping to prioritize leads for sales follow-up. |
| **Progressive Profiling** | The process of requesting small pieces of information from prospects over time, based on information not yet known about them. |
| **Behavioral Segmentation** | Dividing business customers into distinct groups based on their observed behaviors in relation to dormakaba's products, services, or marketing efforts. |
| **Campaign** | In Salesforce, a structured way to track marketing and outreach efforts, grouping related activities to measure their impact on leads and contacts. Central object in Sales Cloud. |
| **Campaign Member** | The link between a specific Lead, Contact, or Account and a Salesforce Campaign. Tracks engagement and status within that campaign. One Lead/Contact can be a member of multiple campaigns, each with its own status record. |
| **Preference Center** | A tool that allows prospects to select topics of interest or communication frequency instead of opting out entirely. Increases engagement while maintaining regulatory compliance. |
| **Marketing Consent** | Explicit permission given by a prospect to receive marketing communications. Must be collected separately from Privacy Policy Acceptance. |
| **Privacy Policy Acceptance** | Confirmation that a user understands how their personal data will be handled. Must be collected separately from Marketing Consent. |
| **Engagement Score** | A numeric score reflecting a prospect's behavioral engagement with dormakaba's digital assets (website visits, email clicks, form submissions, event attendance, etc.). |
| **Marketing Grading Index** | dormakaba's custom grading mechanism (replacing standard SFAE grading). Applied via Automation Rules per Persona Cluster. Reflects prospect fit on an A–F scale. |
| **WRICEF** | Workflows, Reports, Interfaces, Conversions, Enhancements, Forms — categories of custom development items in a Salesforce/SAP implementation. A WRICEF requires a developer; simple configuration does not. |
| **MoSCoW** | Prioritization method: **Must** (essential), **Should** (important but not vital), **Could** (desirable), **Would/Won't** (nice to have, not planned). |
| **IP Warming** | A process required when using a dedicated sending IP — gradually increasing email volume over ~1 month to build sender reputation. Required if sending > 100,000 emails/month. |