One practical question per article, answered in plain words.
A lead SLA (service level agreement) is an internal rule for how quickly every new lead must receive a first response, who is responsible for it and what happens when the deadline passes, for example: every lead gets a first call within 15 minutes during working hours, otherwise the team lead is alerted. It turns fast response from a good intention into something you can measure.
Before a new launch, go through past campaigns and write down six things: what each campaign was supposed to achieve and what happened after the lead, which angle and offer it used, which audiences it reached, where the clicks landed, what people wrote in the comments, and whether the budget and the test length were enough to draw a conclusion. The goal is a short list of lessons, not a new report.
A cost centre (in US spelling, cost center) is a part of your company to which you assign costs, such as a warehouse, a sales team, a store or the office, so that you can see what each part costs and who is responsible for it. It does not earn revenue itself. The cost category says what the money was spent on; the cost centre says where.
A quiz funnel is a lead page that asks visitors a few simple questions about their need, budget or timing before asking for contact details, then uses the answers to score the lead and show a tailored result. It usually beats a plain lead form when the offer needs qualifying, the purchase is considered and the traffic is cold; a plain form is better when visitors already know exactly what they want.
To pull pains out of reviews, ignore the stars and read the text. In each review find the situation before the purchase, the trigger that made the person look for a solution and the result after it. Give each pain a short label, keep the exact quote next to it and count how often each pain appears. The quotes, not the ratings, become the language of your ads.
A goods received note, or GRN, is the document a buyer's warehouse creates when a delivery arrives, recording what was actually received: which items, in what quantity and condition, from which supplier and against which purchase order. It is the moment goods enter your stock, and together with the purchase order and the supplier's invoice it is used to check what you should pay for.
A lookalike audience is a group of new people whom an ad platform such as Meta finds because they resemble a source audience you already have, for example your customers, website visitors or people who sent a lead form. You choose the source and the country; the platform looks for similar profiles. The quality of a lookalike depends almost entirely on the quality of its source.
AI makes things up because a language model generates the most likely continuation of text, not a checked fact. When it lacks the information, it still produces a fluent answer, and that answer can be wrong. This is called hallucination. Check AI answers by giving it your real data or documents, asking where each figure comes from, and verifying names, numbers, dates and quotes against the source.
IMAP and SMTP are the two standard protocols behind almost every business mailbox. IMAP lets a program read your mail on the server and keeps folders, read status and flags in sync across devices. SMTP sends outgoing mail. A CRM needs both to show client correspondence next to leads and contacts and to send replies from your real address, without moving you to a new mail provider.
A CMR note is the consignment note for international carriage of goods by road under the CMR Convention of 1956. It is used whenever goods are carried by truck for payment between two countries and at least one of them has joined the Convention. The document records the sender, carrier, consignee, goods and their condition at loading, and serves as evidence of the transport contract.
Cycle counting is a way of checking inventory by counting a small, planned selection of items on a rolling schedule, for example every day or every week, instead of counting the whole warehouse once a year. Valuable and fast-moving items are counted more often, slow and cheap ones less often, and every difference is corrected and investigated while the cause is still fresh.
Use a discount code when the discount is meant for a specific group, such as newsletter subscribers, a partner's audience or returning customers, and you want to see which channel brought the order. Use an automatic discount when every visitor should get the lower price without doing anything, as in a seasonal sale or clearance. Many shops combine both.
A salary band is the pay range, from a minimum to a maximum, that a company sets for one position or grade. Everyone in that role is paid somewhere inside the band: newcomers usually near the bottom, experienced people who fully meet the role around the middle, and only a few near the top. The band keeps pay decisions consistent and makes the salary budget predictable.
Economic order quantity (EOQ) is the order size that keeps the combined yearly cost of ordering and holding stock as low as possible. It is calculated as the square root of 2 × annual demand × cost per order ÷ holding cost per unit per year. Ordering more than EOQ ties up money on the shelf, ordering less means paying for too many orders.
A TTN (tovarno-transportna nakladna) is the Ukrainian waybill for carrying goods by road: it describes the cargo, the parties and the vehicle, and it travels with the truck. The shipper draws it up and signs it at loading, the driver signs for the carrier to confirm acceptance of the goods, and the consignee signs at unloading to confirm what was received.
The seal number is written on transport documents so that everyone can later prove the load compartment was not opened between loading and unloading. If the seal arrives intact and its number matches the CMR or waybill, a shortage points back to loading. If the seal is broken or the number differs, the problem happened on the way and must be recorded before unloading.
Net 30 means the customer must pay the full invoice amount within 30 days. Unless the contract says otherwise, the 30 days are usually counted from the invoice date, so an invoice dated 3 March is due on 2 April. "Net" means the whole amount, without a discount for early payment. Net 15, net 60 and similar terms work the same way with a different number of days.
M+S (mud and snow) is a marking the manufacturer applies on its own, without a standardised winter performance test. The three-peak mountain snowflake (3PMSF, often called the Alpine symbol) means the tire passed a standardised snow traction test against a reference tire. A tire can carry both; for real winter use and in countries that require it, the snowflake is the marking that counts.
Creative fatigue is the decline in an ad's results after the same people have seen it too many times. The audience stops noticing or starts ignoring it, so the click-through rate falls, frequency climbs and the cost per click and per lead rise, even though budget and targeting stayed the same. The usual fix is to refresh the creative, not to raise the budget.
Change to winter tires when temperatures stay at around 7 °C or lower, and before the first frost or snow, not after it. In much of Central and Eastern Europe that usually means from mid-October to early November. Local law can add its own rules: Germany requires winter tires in wintry road conditions, and Austria requires them from 1 November to 15 April whenever conditions are wintry.
A planogram is a diagram that shows exactly where each product goes on a shelf or display: which shelf, in which position, how many facings and next to which other products. Retailers and suppliers use it so that every store in a chain presents the range the same way, the space goes to the products that earn it and staff can refill shelves without guessing.
A lead is a request or sign of interest that nobody has checked yet. A contact is a real person you know and keep a lasting record of, usually linked to a company. A deal is one specific sales opportunity with a value, a stage and an owner. A lead is either converted or closed; a contact stays; a deal is won or lost, and one contact can have many deals over time.
A SKU, or stock keeping unit, is your own internal code for one specific variant of a product that you stock and sell, for example one colour and size of a shirt, so that stock, orders and sales can be counted per variant. Good SKUs are short, unique, built from a few fixed segments in a fixed order, and never reused.
Chargeable weight is the weight a carrier bills you for: the greater of the shipment's actual gross weight and its volumetric weight. Volumetric weight turns the space a shipment takes into kilograms using a conversion factor from the carrier's tariff, so light but bulky goods are charged by volume and heavy, dense goods by their real weight.
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