Revenue Motion Framework™ Glossary

Canonical definitions of the vocabulary used in the Revenue Motion Framework™ — the terms, roles, and operating concepts that make the framework work in practice.

The Revenue Motion Framework™ introduces vocabulary that doesn’t exist elsewhere in the B2B demand generation literature at the same specificity. This glossary is the canonical source for those terms — used in the framework, the ebook, and in every article, post, and podcast that references the methodology. Each entry defines the term, explains what problem it solves, and links to the operating context where it lives.

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Glossary

Account Interest Rating (AIR) — A 0–100 per-account score that combines intent signals, first-party behaviour, and role-level engagement into a single actionable number. The operational heart of Phase 2 (Sense).