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.
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).
Marketing Account Developer (MAD) — the marketing-based role that develops AIR-flagged target accounts into Qualified Opportunities before handoff to sales.
Four-stage operating model — the account progression discipline that structures Phase 3 (Orchestrate): Target → Spotted → Qualified → Accepted, with defined transition criteria that keep marketing and sales aligned at each step.
Persona × maturity matrix (coming soon) — the Phase 4 (Convert) messaging framework that pairs buyer persona with organisational maturity level (A–E), so content matches the buyer’s actual context, not the assumed one.
Dark funnel (coming soon) — the research activity buyers do outside your visibility (AI Search, peer conversation, community reads) — reframed in the Revenue Motion Framework™ as a coordination problem, not a mystery.