Understand market vocabulary and how different teams apply it
ROI, backlog, lead, Kanban… what on earth is that? Here we break down these confusing words and acronyms, and show examples of how different teams use them. Sometimes you already get the idea — you just don't know the technical term or the name of the methodology.
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ROI
Return on Investment
How much money came back relative to what was invested, as a percentage.
ROI also shows up in
Used to justify investing in a new tool, hire, or sales campaign.
Used to prioritize which features are worth building first, comparing team effort against expected impact.
Backlog
The organized list of everything still to be done, prioritized by importance.
Backlog also shows up in
Finance teams also keep a backlog of process improvements, reports, and automations.
Used to prioritize which analyses, dashboards, or data pipelines to build first.
Churn
Cancellation / drop-off rate
The share of customers (or revenue) that leave the company in a given period.
Churn also shows up in
Analyzed through usage behavior to spot signs a customer is about to cancel before they actually do.
Used to project future revenue and to calculate the real LTV of the customer base.
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See all →Product Manager
Defines what to build, prioritizes the backlog, and connects product, data, and business.
Project Manager
Coordinates deliverables across different teams, keeping timeline, scope, and outcome on track.
Marketing Analyst
Plans and runs actions to attract, convert, and retain customers.
Financial Analyst
Tracks and projects the business's financial health.
Growth / Traffic
Chases measurable growth through acquisition and conversion experiments.