CRM, AI & Compliance Glossary

A

Action Plans (FSC)

Action Plans are reusable task checklists in Salesforce Financial Services Cloud and other industry clouds. A template defines the tasks, owners and …

Wealth, Banking & Insurance

Agency Management System (AMS)

An agency management system (AMS), such as Applied Epic, Vertafore AMS360 or HawkSoft, is the core system an insurance agency uses to manage …

Salesforce

AgentExchange (formerly AppExchange)

AgentExchange is Salesforce's marketplace for partner-built apps, agents, components and consulting services, evolved from the AppExchange. …

Salesforce

Agentforce

Agentforce is Salesforce's platform for building and running autonomous AI agents inside Salesforce. Agents use a reasoning engine to decide which …

AI & Agents

AI Agent

An AI agent is software that uses a large language model to pursue a goal on its own: it plans steps, calls tools or APIs, checks results and keeps …

AI & Agents

AI Governance

AI governance is the set of policies, roles and controls an organization uses to decide which AI tools may be used, for what, with which data, and …

AI & Agents

AI Grounding

AI grounding means connecting an AI model's answer to specific, trusted data, such as CRM records, a knowledge base or policy documents, so it …

AI & Agents

AI Guardrails

AI guardrails are the rules and technical controls that keep an AI system within safe, approved boundaries: which topics it can handle, which data it …

AI & Agents

AI Tokens and Usage Pricing

Tokens are the units AI models use to read and write text, roughly three-quarters of an English word each. AI providers meter usage in tokens, and …

AI & Agents

Answer Engine Optimization (AEO)

Answer engine optimization (AEO) is the practice of structuring content so AI assistants and AI search features, such as ChatGPT, Claude, Perplexity …

Integration & Data

API-Led Connectivity

API-led connectivity is an integration approach, popularized by MuleSoft, that organizes APIs into three layers: system APIs that unlock core …

Wealth, Banking & Insurance

Assets Under Management (AUM)

Assets under management (AUM) is the total market value of investments a firm manages on behalf of clients. For wealth managers and RIAs, AUM drives …

B

Integration & Data

Bi-Directional Sync

A bi-directional sync keeps data consistent between two systems by copying changes in both directions, for example between HubSpot and Salesforce, or …

Delivery & Engagement

Block of Hours

A block of hours is a prepaid bundle of consulting time, such as 20, 40 or 80 hours, used for CRM support, enhancements or advice as needs arise. It …

Customer Engagement

Braze

Braze is a customer engagement platform that lets brands send personalized, real-time messages across email, push notifications, in-app messages, SMS …

Customer Engagement

Braze Canvas

Braze Canvas is the journey builder in Braze. Marketers use it to design multi-step, cross-channel customer journeys with entry rules, delays, …

Customer Engagement

Braze Currents

Braze Currents is Braze's real-time data streaming feature. It exports message engagement and customer behaviour events, such as sends, opens, clicks …

HubSpot

Breeze (HubSpot AI)

Breeze is HubSpot's AI layer across its platform. It includes Breeze Assistant, an AI helper inside HubSpot; Breeze Agents, which carry out tasks …

HubSpot

Buyer Intent

Buyer intent is data that signals a company is actively researching a purchase, such as repeated visits to your pricing page or research on topics …

C

Compliance & Regulation

CAN-SPAM Act

The CAN-SPAM Act is the U.S. law governing commercial email. It requires accurate sender and subject information, a physical postal address, a clear …

Delivery & Engagement

Change Management (CRM Adoption)

Change management is the structured work of helping people adopt a new CRM or process: communicating why it is changing, involving users early, …

AI & Agents

ChatGPT Enterprise

ChatGPT Enterprise is OpenAI's business edition of ChatGPT. It gives organizations workspace administration, single sign-on, usage analytics, …

AI & Agents

Claude

Claude is the family of AI models and the AI assistant made by Anthropic. Businesses use Claude through Claude Team and Enterprise plans, the API, …

AI & Agents

Claude Plans (Team and Enterprise)

Anthropic sells Claude to individuals and organizations in several plans. Business plans such as Team and Enterprise add shared workspaces, admin …

AI & Agents

Claude Skills

Claude Skills are reusable packages of instructions, examples and files that teach Claude how to do a specific task the way your organization does …

Integration & Data

CloudHub 2.0

CloudHub 2.0 is MuleSoft's fully managed, containerized runtime for deploying Mule applications and APIs. It replaces CloudHub 1.0 with a …

Compliance & Regulation

Communications Archiving

Communications archiving is the capture and retention of business communications, such as email, texts, chat and social posts, in a tamper-proof …

Wealth, Banking & Insurance

Core Banking System

A core banking system, such as those from Fiserv, FIS, Jack Henry or Temenos, is a bank's or credit union's central system for deposit and loan …

Wealth, Banking & Insurance

CRD Number

A CRD number is the unique identifier FINRA's Central Registration Depository assigns to every registered broker-dealer firm and registered …

Integration & Data

CRM Data Migration

CRM data migration is the process of moving records, history and files from one CRM or system into another, such as from Redtail, Wealthbox or Epic …

Delivery & Engagement

CRM Health Check

A CRM health check is an assessment of a Salesforce or HubSpot system's configuration, data quality, security, automation, adoption and integrations, …

Delivery & Engagement

CRM Managed Services

CRM managed services is an ongoing arrangement where a partner takes responsibility for administering, maintaining and improving a firm's CRM, such …

Wealth, Banking & Insurance

Custodian Data Feed

A custodian data feed is the regular file or API transfer of account, position, balance and transaction data from a custodian, such as Schwab, …

CRM Fundamentals

Custom Objects

Custom objects are database tables you add to a CRM to store business data that standard objects such as contacts, companies and deals don't cover, …

Customer Engagement

Customer Data Platform (CDP)

A customer data platform (CDP) collects customer data from many sources, unifies it into a single profile per person, and makes those profiles …

CRM Fundamentals

Customer Relationship Management (CRM)

Customer relationship management (CRM) is both the practice of managing every interaction with clients and prospects and the software that supports …

D

Salesforce

Data 360 (formerly Data Cloud)

Data 360 is Salesforce's data platform, renamed from Data Cloud in 2025. It ingests data from Salesforce and outside systems, resolves it into …

Integration & Data

Data Deduplication

Data deduplication is finding and merging duplicate records, such as the same client entered twice, so a CRM has one accurate record per person, …

Integration & Data

Data Mapping Document

A data mapping document is the field-by-field plan for a migration or integration. It lists each source field, the target object and field it maps …

Integration & Data

Data Warehouse and ELT

A data warehouse, such as Snowflake, Amazon Redshift, Google BigQuery or Databricks, is a central store for analytics data from many systems. ELT …

Delivery & Engagement

Discovery Phase

A discovery phase is a short, paid engagement at the start of a CRM project to document current processes, requirements, data and integrations, and …

E

Salesforce

Einstein Activity Capture (EAC)

Einstein Activity Capture (EAC) automatically syncs emails and calendar events between Salesforce and Gmail or Microsoft 365, and shows them on …

Salesforce

Einstein Trust Layer

The Einstein Trust Layer is the set of security controls Salesforce places between your data and the large language models behind its generative AI …

Customer Engagement

Email Authentication (SPF, DKIM, DMARC)

Email authentication is a set of DNS records that prove your marketing and CRM emails really come from your domain. SPF lists approved sending …

Customer Engagement

Email Subscription Types and Suppression Lists

Subscription types let contacts choose which kinds of email they receive, such as newsletters, event invitations or product updates, and opt out of …

Salesforce

Experience Cloud

Experience Cloud is Salesforce's product for building portals and websites that share Salesforce data with customers, partners and employees. Typical …

Integration & Data

External ID and Upsert

An external ID is a field that stores a record's unique ID from another system, such as a legacy CRM or custodian. Upsert is a load operation that …

F

Compliance & Regulation

Field-Level Security

Field-level security controls which users can see or edit specific fields on a record, such as tax IDs, commissions or account numbers, even when …

Salesforce

Financial Accounts (FSC)

Financial accounts are the Financial Services Cloud records that represent a client's real-world accounts, such as brokerage, retirement, deposit, …

Salesforce

Financial Services Cloud (FSC)

Financial Services Cloud (FSC) is Salesforce's industry CRM for banks, credit unions, wealth managers and insurers. It adds a financial data model to …

Compliance & Regulation

FINRA Rule 2210

FINRA Rule 2210 governs broker-dealer communications with the public. It sorts communications into correspondence, retail and institutional, requires …

Salesforce

Flex Credits (Salesforce)

Flex Credits are Salesforce's consumption-based currency for Agentforce and Data 360. Instead of paying per conversation, you buy credits and each AI …

G

Compliance & Regulation

Gramm-Leach-Bliley Act (GLBA)

The Gramm-Leach-Bliley Act (GLBA) is the U.S. law requiring financial institutions to explain how they share customer information and to protect it. …

H

Salesforce

Households (FSC)

A household in Salesforce Financial Services Cloud groups the people who share a financial relationship, such as a couple and their dependants, into …

HubSpot

HubDB

HubDB is HubSpot's built-in relational data table tool for websites. It stores structured content in rows and columns and can generate a page for …

HubSpot

HubSpot Associations

Associations are the links between records in HubSpot, such as a contact associated with a company, a deal associated with several contacts, or a …

HubSpot

HubSpot Content Hub

HubSpot Content Hub, formerly CMS Hub, is HubSpot's content management system and content marketing tool. It runs websites, blogs, landing pages and …

HubSpot

HubSpot Credits

HubSpot credits are the usage currency for HubSpot's AI and data features, such as Breeze agents, data enrichment and some workflow actions. Paid …

HubSpot

HubSpot Data Hub (formerly Operations Hub)

HubSpot Data Hub, formerly Operations Hub, is HubSpot's data management product. It syncs data between HubSpot and other apps, cleans and formats …

HubSpot

HubSpot Lifecycle Stages

Lifecycle stages in HubSpot track where each contact or company is in the relationship, from subscriber and lead through marketing qualified lead, …

HubSpot

HubSpot Marketing Contacts

Marketing contacts are the HubSpot contacts you are allowed to send marketing emails and ads to, and they are the basis of Marketing Hub pricing. …

HubSpot

HubSpot Marketing Hub

HubSpot Marketing Hub is HubSpot's marketing automation software. It covers email, forms, landing pages, workflows, lead scoring, ads, social and …

HubSpot

HubSpot Revenue Hub (formerly Commerce Hub)

HubSpot Revenue Hub, formerly Commerce Hub, is HubSpot's quote-to-cash product. It covers quotes, payments, invoices and subscriptions inside …

HubSpot

HubSpot Sales Hub

HubSpot Sales Hub is HubSpot's sales software. It gives sales teams deal pipelines, email tracking, sequences, meeting scheduling, calling, …

HubSpot

HubSpot Seat Types

HubSpot licenses users through seat types. Core seats give access to the paid features of your hubs; Sales and Service seats add sales or service …

HubSpot

HubSpot Sequences

HubSpot sequences are a series of timed one-to-one emails and tasks that a sales or service rep enrolls a contact into. Emails send from the rep's …

HubSpot

HubSpot Service Hub

HubSpot Service Hub is HubSpot's customer service software. It includes a help desk with tickets, a shared inbox, knowledge base, customer portal, …

HubSpot

HubSpot Smart CRM

HubSpot Smart CRM is the shared customer database underneath every HubSpot hub. It holds contacts, companies, deals, tickets and custom objects, with …

HubSpot

HubSpot Workflows

HubSpot workflows are automated processes that act on records when criteria are met, such as updating properties, sending internal notifications, …

HubSpot

HubSpot–Salesforce Connector

The HubSpot–Salesforce connector is HubSpot's native integration that syncs contacts, leads, companies, deals, tasks and activity between HubSpot and …

AI & Agents

Human-in-the-Loop (HITL)

Human-in-the-loop (HITL) is a design approach where a person reviews or approves an AI system's work before it takes effect, such as approving a …

Delivery & Engagement

Hypercare

Hypercare is the period of intensive support immediately after a CRM goes live, typically two to four weeks, when the implementation team stays on …

I

Integration & Data

Identity Resolution

Identity resolution is the process of matching records from different systems that belong to the same person or household, and linking them into one …

Compliance & Regulation

Information Barrier (Ethical Wall)

An information barrier, or ethical wall, is a set of controls that stops confidential information passing between groups within a firm, such as …

Salesforce

Integration User

An integration user is a dedicated Salesforce user account that an integration, middleware tool or AI connector uses to read and write data, instead …

Customer Engagement

IP Warming

IP warming is the practice of gradually increasing email volume from a new dedicated sending IP address so mailbox providers learn to trust it. …

Integration & Data

iPaaS (Integration Platform as a Service)

An integration platform as a service (iPaaS) is cloud software for building and running integrations between applications without managing servers. …

K

Compliance & Regulation

Know Your Customer (KYC)

Know Your Customer (KYC) is the set of processes financial institutions use to verify a client's identity, understand their financial profile and …

L

AI & Agents

Large Language Model (LLM)

A large language model (LLM) is an AI model trained on very large amounts of text to understand and generate language. LLMs such as Anthropic's …

Salesforce

Lead Conversion

Lead conversion is the Salesforce step that turns a qualified lead into an account, a contact and, optionally, an opportunity. In Financial Services …

CRM Fundamentals

Lead Routing

Lead routing is the automatic assignment of new leads to the right salesperson or team based on rules such as territory, product, company size or …

CRM Fundamentals

Lead Scoring

Lead scoring ranks prospects by how likely they are to buy, using points for fit (such as job title, company size or assets) and engagement (such as …

Wealth, Banking & Insurance

Loan Origination System (LOS)

A loan origination system (LOS), such as ICE Mortgage Technology's Encompass or nCino, manages a loan from application through underwriting, approval …

M

Customer Engagement

Marketing Attribution

Marketing attribution assigns credit for revenue or conversions to the marketing touches that influenced them, such as an ad, a webinar or an email. …

Salesforce

Marketing Cloud Account Engagement (Pardot)

Marketing Cloud Account Engagement, formerly Pardot, is Salesforce's B2B marketing automation tool. It handles email nurturing, forms, landing pages, …

AI & Agents

Model Context Protocol (MCP)

The Model Context Protocol (MCP) is an open standard for connecting AI assistants and agents to outside tools and data. An MCP server exposes a …

Integration & Data

MuleSoft

MuleSoft is Salesforce's integration platform. Its Anypoint Platform lets organizations design, build, run and secure APIs and integrations that …

P

Salesforce

Person Accounts

Person Accounts are a Salesforce record type that combines an account and a contact into one record, so you can manage individual consumers rather …

Compliance & Regulation

Phishing-Resistant MFA

Phishing-resistant multi-factor authentication (MFA) uses methods such as passkeys and FIDO2 security keys that cannot be tricked into handing a code …

Compliance & Regulation

PII and Data Masking

Personally identifiable information (PII) is data that can identify a person, such as Social Security numbers, account numbers, dates of birth and …

Wealth, Banking & Insurance

Portfolio Management System

A portfolio management and reporting system, such as Orion, Black Diamond, Addepar or Tamarac, calculates performance, produces client reports and …

Salesforce

Profiles and Permission Sets

Profiles and permission sets control what Salesforce users can do. Every user has one profile that sets baseline access; permission sets and …

AI & Agents

Prompt Engineering

Prompt engineering is the practice of writing and structuring instructions for an AI model so it produces accurate, consistent and useful results. It …

R

Salesforce

Record Types

Record types let one Salesforce object support different business processes. Each record type can have its own page layout, picklist values and sales …

Wealth, Banking & Insurance

Redtail CRM

Redtail CRM is a client relationship management system built for financial advisors, widely used by independent advisors and broker-dealer reps. Many …

Compliance & Regulation

Regulation Best Interest (Reg BI)

Regulation Best Interest (Reg BI) is the SEC standard of conduct requiring broker-dealers to act in a retail customer's best interest when …

Compliance & Regulation

Regulation S-P

Regulation S-P is the SEC rule that requires broker-dealers, investment advisers, investment companies and transfer agents to protect customer …

Integration & Data

REST vs. SOAP API

REST and SOAP are two styles of web API. REST APIs use simple web requests and usually JSON, and are the default for modern integrations. SOAP APIs …

AI & Agents

Retrieval-Augmented Generation (RAG)

Retrieval-augmented generation (RAG) is a technique where an AI system first retrieves relevant information from trusted sources, such as a knowledge …

CRM Fundamentals

Revenue Operations (RevOps)

Revenue operations (RevOps) is the function that aligns the processes, data and systems behind marketing, sales and client service so the whole …

Salesforce

Roll-Up Summary

A roll-up summary calculates a value on a parent record from its related child records, such as the total of all opportunities on an account or the …

S

Salesforce

Sales Cloud

Sales Cloud is Salesforce's core sales CRM. It manages leads, accounts, contacts, opportunities, forecasts and sales activity, and adds automation, …

Integration & Data

Salesforce API Limits

Salesforce API limits cap how many API requests an org can make in a rolling 24-hour period, based on edition and licenses, plus limits on concurrent …

Integration & Data

Salesforce Data Loader

Data Loader is Salesforce's free desktop and command-line tool for bulk importing, updating, upserting, exporting and deleting records. It handles …

Salesforce

Salesforce Flow

Salesforce Flow is Salesforce's main tool for no-code and low-code automation. Flows can update records, send notifications, call external systems, …

Salesforce

Salesforce Marketing Cloud

Salesforce Marketing Cloud is Salesforce's family of marketing products. It includes Marketing Cloud Engagement for large-scale email, SMS and …

Salesforce

Salesforce Sandbox

A Salesforce sandbox is a copy of your production org used to build and test changes safely. Developer and Developer Pro sandboxes copy configuration …

Salesforce

Salesforce Sharing Model

The Salesforce sharing model decides which records each user can see and edit. It starts with organization-wide defaults (OWD), then opens access …

Salesforce

Salesforce Shield

Salesforce Shield is a set of add-on security tools for Salesforce: Platform Encryption for data at rest, Event Monitoring for detailed user activity …

Compliance & Regulation

SEC Marketing Rule

The SEC Marketing Rule (Rule 206(4)-1 under the Investment Advisers Act) governs how registered investment advisers advertise. It bans misleading …

Compliance & Regulation

SEC Rule 17a-4

SEC Rule 17a-4 sets record retention requirements for broker-dealers, including how long records such as communications and account records must be …

Salesforce

Service Cloud

Service Cloud is Salesforce's customer service platform. It manages cases across phone, email, chat and messaging, routes work to the right agent, …

Compliance & Regulation

Single Sign-On (SSO)

Single sign-on (SSO) lets users log in once with their company identity, typically through Microsoft Entra ID, Okta or Google, and access approved …

Compliance & Regulation

SOC 2

SOC 2 is an independent audit report, defined by the AICPA, on how a service organization protects customer data. It assesses controls against the …

Integration & Data

System of Record

A system of record is the authoritative source for a particular piece of data. For example, a custodian may be the system of record for account …

U

Delivery & Engagement

User Acceptance Testing (UAT)

User acceptance testing (UAT) is the stage of a CRM project where the people who will use the system test it with realistic scenarios and confirm it …

W

Wealth, Banking & Insurance

Wealthbox

Wealthbox is a CRM designed for financial advisors, known for its simple interface and integrations with advisor technology. Firms that outgrow it …

Integration & Data

Webhooks

A webhook is an automatic message one system sends to another the moment something happens, such as a form submission or a deal closing. Instead of …

Z

Integration & Data

Zero Copy

Zero copy is an approach where a platform such as Salesforce Data 360 queries or shares data directly in another system, such as Snowflake, …

CRM, AI & compliance glossary

A

Action Plans (FSC)

Agency Management System (AMS)

AgentExchange (formerly AppExchange)

Agentforce

AI Agent

AI Governance

AI Grounding

AI Guardrails

AI Tokens and Usage Pricing

Answer Engine Optimization (AEO)

API-Led Connectivity

Assets Under Management (AUM)

B

Bi-Directional Sync

Block of Hours

Braze

Braze Canvas

Braze Currents

Breeze (HubSpot AI)

Buyer Intent

C

CAN-SPAM Act

Change Management (CRM Adoption)

ChatGPT Enterprise

Claude

Claude Plans (Team and Enterprise)

Claude Skills

CloudHub 2.0

Communications Archiving

Core Banking System

CRD Number

CRM Data Migration

CRM Health Check

CRM Managed Services

Custodian Data Feed

Custom Objects

Customer Data Platform (CDP)

Customer Relationship Management (CRM)

D

Data 360 (formerly Data Cloud)

Data Deduplication

Data Mapping Document

Data Warehouse and ELT

Discovery Phase

E

Einstein Activity Capture (EAC)

Einstein Trust Layer

Email Authentication (SPF, DKIM, DMARC)

Email Subscription Types and Suppression Lists

Experience Cloud

External ID and Upsert

F

Field-Level Security

Financial Accounts (FSC)

Financial Services Cloud (FSC)

FINRA Rule 2210

Flex Credits (Salesforce)

G

Gramm-Leach-Bliley Act (GLBA)

H

Households (FSC)

HubDB

HubSpot Associations

HubSpot Content Hub

HubSpot Credits

HubSpot Data Hub (formerly Operations Hub)

HubSpot Lifecycle Stages

HubSpot Marketing Contacts

HubSpot Marketing Hub

HubSpot Revenue Hub (formerly Commerce Hub)

HubSpot Sales Hub

HubSpot Seat Types

HubSpot Sequences

HubSpot Service Hub

HubSpot Smart CRM

HubSpot Workflows

HubSpot–Salesforce Connector

Human-in-the-Loop (HITL)