Glossary

Terms

Market intelligence

Information about a market's size, growth, customers, competitors and trends, collected and checked so a team can decide.

Competitive intelligence

The ongoing tracking of rivals' products, prices, hiring, messaging and moves, used to shape strategy.

Firmographics

Descriptive facts about a company, such as its size, industry, location, revenue band and ownership.

Total addressable market (TAM)

The total revenue a product could earn if it reached every customer who could use it.

Industry classification

A standard system that assigns companies to industries by main activity, which makes data comparable across sources.

Alternative data

Information from sources outside traditional filings, such as web traffic, app usage, job postings or card spending, used to infer business performance.

Battlecard

A short, one-page brief that tells sales teams how to position against a named competitor.

Deal flow

The number and pace of investment or acquisition opportunities that an investor or adviser sees over a period.

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