A

• ABC Planning / ABC Activity Plan: Preparing a tactical plan where you have something in place for each of your steps at three levels of expenditure. Most businesses then opt for the middle level, giving them a step down and step up plan to respond to market conditions.
• Active Choice: The way in which you create tools that respectfully encourage action from your buyers in moving from one stage in their decision to the next at their own volition.
• Account-Based Marketing: A technique where you prepare a marketing plan for a specific high value client. 
• Adoption: The fifth stage in the Kotler model, at the top of the Bucket. This is where new customers are choosing to work with you and using what they've bought for the first time.
• Affiliate Marketing: Where you pay people for leads or a proportion of sales for customers they send your way. This is usually managed with technology that tracks custom links, etc
• Amber Leaks: Touchpoint Leaks for which you have something Functional and Not Too Embarrassing in place.
• Away From Messages: Messages that trigger an emotional response in people that means they wish to distance themselves from what is being presented, a negative trigger or pain point. Most often used early in a buying journey to create discomfort with the status quo and initiate action.

B

• Baseline Budget: The expenditure at the B level of your ABC Activity Plan.
• Baseline Marketing Rhythm: Third Flow Foundation, where you have made a commitment to a drumbeat of activity across the buying decision that you consistently undertake.
• Balanced Marketing Routine: Second Flow Foundation, Your marketing activity plan designed using The Logic Sandwich (Ch 3), The Time Triangle (Ch 4) and Influencer Icecream (Ch 5) - and where you have something at least Functional and Not Too Embarrassing in place for each of the Touchpoint Leaks.
• Brand Basics & Beauty (The): A grid to to help you create a set of visual and written brand guidelines for your business.
• Bucket: The marketing activities that come together to keep your existing customers loyal.
• Budget Shape: A visual representation of your marketing expenditure set against the stages in a buying decision.
• Buyers: The people that actually buy and consider themselves the customer or yours.
• Buyers' Guide: A key piece of content, particularly for Leak 5 - No Critical Approval - where you create a guide that walks through the buying decision from the angle of anyone with veto and against the alternatives on the market.

C

• Certified Practitioners: Experienced marketers who have trained and been licensed in the Watertight Marketing Methodology.
• Commercial Karma: The long term impression and goodwill you build up through each of your interactions with customers, prospects, strangers, employees, suppliers, etc.
• Complementary but Non-Competitive: Organisations that also have the ear of your ideal customer that complement your offering in some way but do not compete with with.
• Considered Purchase: A buying decision that is made through a series of moments of pause and reflection in which the buyer considers carefully.
• Considered Purchase Continuum: The degree to which a purchase is either made on impulse or through due consideration, displayed as a line from left to right.
• Critical Approval (No - Leak 5): Before spending a lot of money, or making a decision they consider risky, a buyer will often consult a third party, for example – a partner or colleague. In many cases, their approval is explicitly required. If that person says no to the purchase it will rarely proceed.
• Crisis Communications: A structured approach to communicating with customer, press and other stakeholders in the event of a crisis of some kind.
• Customer Characterisation: An exercise in which you create a character that you can use to give a sense of a real person in your ideal audience. You use this to sense check your ideas against. (Often also called a Persona or Avatar)

D

• Do It / Delay It / Ditch It List: Key output from a Touchpoint Leak Traffic Light where your Leaks are prioritised into things to do now, wait, or leave.
• Decision-Makers: The people with a high level of influence or even veto over a purchase decision, e.g. a finance director or a spouse.
• Decision-Making Unit (DMU): A group of people above that come together to make a purchase decision, e.g. A Board or a family.

E

• Emotional Connection (No - Leak 3): When there is limited personality or human touch in visuals and written style, or inconsistencies in experience across the organisation, trust is undermined, leading the potential customer to question whether or not to buy from you.
• Emotional Impact (No - Leak 13): If the first thing people see from you doesn’t immediately grab their attention, and isn’t meaningful in relation to the emotional context of their lives, your marketing becomes wallpaper, and goes unnoticed.
• Emotional Weight of a Decision: The degree to which a buyer engages with a buying decision emotionally, usually because it affects their sense of identity or status.
• Evaluation: The third stage in the Kotler model, where a potential customer is scrutinising your products and services and comparing them against alternatives.

F

• Fast & Forward: The appropriate tone and feeling of your marketing approach at the Trial and Adoption stages of a buying decisions.
• Flow Foundations: The four underpinning concepts that mean that your marketing efforts will pay you back in the long term.
• Forgotten Customers (Leak 1): When you do not stay appropriately in touch with customers they are likely to forget about you. When it comes to buying again, or recommending to others, you may not come to mind.
• Format Matrix (the): A grid to help you to create a suite for materials in a range of formate to reach more people.
• Functional and Not Too Embarrassing: The first bar to aim for in creating new marketing tools. When you reach this point, test and refine.
• Funnels & Filters: The activities that come together to bring prospective customers into conversation, and convert that into a first purchase from the right kind of people for your business.

G

• Gateway Offer: Where you provide a Value for Data item that encourages people to provide their data, usually email address, in return for an item of value. (Also often know as a Lead Magnet).
• Gateway Product: Where you provide a packaged and priced first purchase item to give people a taste of what you do, a Value for Money item.
• Green Leaks: Touchpoint Leaks for which you have something effective in place.

H

• How (Format - Leak 8): Different people consume information in different formats depending on who they are, and where they are. If your material is not formatted in a way they find easy, and enjoyable, they are unlikely to access it.

I

• Ideal Customer: A characterisation of the Right Kind of Work for your business, their needs, wants, demographics, etc, usually captured in a Customer Characterisation.
• Impact Gap: The delay between making the improvements and seeing the impact on your bottom line.
• Indicator: A metric that gives a sense that a tactic or technique is working, but that is taken in isolation, e.g. the number of downloads of a PDF.
• Influencer Icecream: Model that depicts the volume of third party influencers at each stage of a buying decision, depicted as either the shape of an ice cream cone or and ice cream sundae.
• Influencer Marketing: The process of actively identifying people with influence on your Ideal Customers and courting their good opinion. This can include paid advocacy where they promote your brand to their audience. 
• Information Overload (Leak 7): At the early stages of a sale, or simply when someone is curious about a topic but not ready to purchase, piling in with sales information, or deep knowledge and expertise, can be overwhelming and off-putting.
• Interest: Stage two in the Kotler model, in which you pique some curiosity or interest in your ideal customers.
• Internal Salesperson: A person within the group making the purchase decision who acts as the champion for your products and services.
• Invitation Information: Information that you put out into the world that invites people into engagement or conversation with you.
• Issues Jump: Where an issue arises in the news or consciousness of your ideal market, and you jump on it to gain Awareness.

K

• Kotler model of Rational Decision-Making: The six stage model over which the Watertight Marketing methodology is laid, originated by Dr Philip Kotler.

L

• Leak Tweaking: The process of incrementally making small changes to improve each of your Touchpoint Leaks in the sequence specified in your Touchpoint Leak Traffic Light.
• Lifetime Value: The total value of a customer for the duration that they remain a customer.
• Line of Visibility: A point on the PP Matrix that determines what you are loud and proud of, and what you might choose to do more quietly.
• Logic Sandwich (The): Model depicting the way in which people respond either emotionally or logically through a buying decisions, showing a heightened reliance on emotion at the beginning and end and a increase in logical thinking in the middle.
• Loyalty: The sixth stage in the Kotler model, in which a customer thinks of themselves as a loyal customer of yours and would actively choose to buy from you again and recommend you to others without inducement.

M

• Maintain Marketing Momentum: Fourth Flow Foundation, where you make a long-term commitment to marketing as a foundational underpinning of your business success.
• Measurement Framework: A robust set of metrics that you take at intervals that track the Volume at each stage, the Ratios between stages and the financial Outcomes.
• Movement: The concept of tracking progression through the buying decision as a key marketing metric, achieved by periodic tracking of Ratios between stages.

N

• Natural Value Exchange: Understanding and building up the level of intimacy and commitment in a relationship over time.
• No Emotional Connection (Leak 3): When there is limited personality or human touch in visuals and written style, or inconsistencies in experience across the organisation, trust is undermined, leading the potential customer to question whether or not to buy from you.
• No Critical Approval (Leak 5): Before spending a lot of money, or making a decision they consider risky, a buyer will often consult a third party, for example – a partner or colleague. In many cases, their approval is explicitly required. If that person says no to the purchase it will rarely proceed.
• No Emotional Impact (Leak 13): If the first thing people see from you doesn’t immediately grab their attention, and isn’t meaningful in relation to the emotional context of their lives, your marketing becomes wallpaper, and goes unnoticed.
• No Proof (Leak 6): When weighing up alternatives for a purchase of considerable risk, people will look for evidence to back up claims that are being made. Where no proof can be found for the promises you make, the buyer is likely to look elsewhere.

O

• Outcome: A combination of metrics that come together to support the final financial objective.

P

• Payback: When a customer has reached the point of covering their own full cost of acquisition and set-up.
• Poor On-Boarding: There is a critical time period between when a person has bought something, and when they consider themselves a loyal customer. This is the Welcome Window, and is your chance to make a lasting impression.
• Plumbing Teams: Small groups within a business brought together to work on a particular Touchpoint Leak.
• PP Matrix: A four box matrix that overlays Your Purpose and Your Profit to determine four key business strategies.
• Product Ladder: A technique of designing a set of offers that lead one to the next. Ascension, where to present the lowest price first then build up to invite the customer to upgrade. Decension, where you present the highest price first and then lower items if they cannot afford that.
• Proof (No - Leak 6): When weighing up alternatives for a purchase of considerable risk, people will look for evidence to back up claims that are being made. Where no proof can be found for the promises you make, the buyer is likely to look elsewhere.
• Purposeful Pause: Where you design a marketing tool to deliberately slow somebody down to give their buying decision due consideration.

R

• Ratios: The proportion of people at one step display as a ratio  or percentage of the previous step. This shows how well the tools at each are working.
• Real Competitors (Your): The range of alternative solutions and options people have to buying from you, where many are not like for like but wholly different.
• Red Leaks: Touchpoint Leaks for which you have nothing in place.
• Referrer: Someone who actively recommends your products and services to others.
• Right Kind of Work: First Flow Foundation, your ideal customers are those in the top right of the PP Matrix where they satisfy both your purpose and your profit objectives.

S

• Six Tasks of Marketing: The function your marketing needs to fulfil at each stage in the buying decision - Be There, Be Relevant, Be Proven, Be Helpful, Be Friendly, Be Consistent.
• Slow & Steady: The appropriate tone and feeling of your marketing approach at the Awareness and Evaluation stages of a buying decisions.

T

• Tactic Burn: Where marketing activities are undertaken without next steps in place and thereby prove unsuccessful, but this is falsely taken to mean the technique itself doesn't work.
• Taps: Those activities that come together to support generating Awareness of and Interest in your business from people who had not previously heard of you.
• TDM Value Exchange: Model that depicts where in the buying decision your marketing tools should invite someone to spend time, then data, then money with you as increasing levels of value.
• Three C Expression: The three elements that come together to ensure that people know what you do, Clarity, Context & Consistency.
• Three S Timing: The three key things to be mindful of if you want to show up when somebody is looking, Selectivity, Seasonality and Scheduling.
• Touchpoint Leaks: The points of interaction at each stage of the buying decision where a specific marketing tool or technique can be used to increase the effectiveness.
• Time Triangle (The): Model depicting the way in which people spend time with your material across a buying decision, where they start small and steadily increase as they draw closer to their decision.
• Touchpoint Leak Traffic Light: Our unique diagnostic process for prioritising the areas you need to focus on across the buying decision.
• Towards Messages: Messages that prompt a warm emotional response and make people feel drawn towards what is being described, most often used when depicting the outcome of using your products and services.
• Trial: The fourth stage in the Kotler model, where a potential customer is trialling your products or services for the first time, this can be before or after making payment.
• Triangulation: The theory that when people see things from multiple sources they are more likely to take it seriously and act on it the next time they see it.

U

• Users: People who use your products and services, who may not have had any involvement or interaction with your organisation up until that point.

V

• Validate Concerns: A technique whereby any objections are viewed through the lens of being wholly valid, and the person with the objection is fully respected for that opinion.
• Value for Data: A tool that you make available in return for data from potential customers that provides them with real value.
• Value for Time: A tool that you make available that takes time, but nothing else, to consume that the right people find valuable.
• Value for Money: A paid for offer that you make available that provides real value to your ideal customers, particularly as a first purchase from you.
• Visual Budgeting: The technique of outputting a Budget Shape at intervals to track the balance of your marketing expenditure.
• Voices of Veto: The opinions of third parties who have the power to stop a purchase proceeding.
• Volume: The things that you can count that indicate the numbers of people interacting at each stage in the buying decision.

W

• Watertight Marketing Operation: A systemised and embedded marketing function built on the principles of Watertight Marketing.
• Watertight Marketing Methodology: The body of work that explains the Watertight Marketing Methodology, such as the book, the courses, the worksheets, slideware, talks, videos, etc.
• Watertight Marketing Transformation Programme: A structured strategic project within a business, typically led by a Watertight Marketing Certified Practitioner, to put a Watertight Marketing Operation into place. Typically undertaken over 12 months.
• Watertight Webschool: The companion learning platform housing all the courses and resources that accompany the book.
• Welcome Window: The period of Adoption, which is between choosing and using the first thing they buy from you. This is your chance to make a lasting impression.
• What (Leak 12): If you are not crystal clear and consistent in telling people what you do, and why you do it, people will contact you for things you don’t offer, or rule you out for things that you do. You may also attract customers you don’t enjoy, or can’t profit from, working with.
• What-Why-How Naming: Model for creating  name and strap line that accurately expresses what you do.
• When (Leak 10): Not showing up, or being accessible, when the buyers are looking for the kind of things you sell. People will often research or browse information outside office hours, or in different time zones. If you are not there when they are looking, you’ve missed them.
• Where (Channel - Leak 9): If you see the same information (or brand) represented in multiple places, or from sources you already trust, you are more likely to act on it. If you are not showing up where your potential buyers naturally look, you’re missing out.
• Who (Leak 11): At the early stages in a buying decision, people often ask for recommendations from people they loosely know, e.g. a peer in another division, an industry expert, a friend at the pub, in a Facebook status or Tweet. If your name isn’t thrown into the mix at this stage, you may not even be considered.
• Why-Why-Why: A method of enquiry that looks back and back at the reasons for someone wanting or thinking something. 
• Word of Mouth: The process of getting people to have a general sense of your name and vaguely what you do.

Y

• Yo-Yo Marketing: A pattern of marketing activities that rises and dips when time or resource is available, rather than being consistently undertaken.
• Your Purpose: The vision you have for your business, why you do it, and the values it embodies.
• Your Profit: The products and services that you can deliver with a meaningful surplus such that it makes a profit.

Z

• Zigzag Journeys: Model depicting a typical scenario where, in a Considered Purchase, buyers will often zigzag through their decisions taking a few steps forward back and to the side, before eventually buying from you.