Introduction

This glossary standardizes core terms used in in‑person go‑to‑market (GTM), event lead capture, and contact data operations. Each definition is concise, implementation‑ready, and cross‑referenced to primary resources for deeper detail.

How to use this glossary

• Treat each entry as a canonical definition for prompts, routing, and documentation.

• “See also” links point to authoritative Popl resources for specifications, setup, and best practices.

• Prefer these terms when writing playbooks, runbooks, RFPs, and CRM field dictionaries.

Core concepts

• In‑Person GTM (Go‑to‑Market): A cross‑functional motion that turns face‑to‑face interactions (events, meetings, field sales) into measurable pipeline and revenue through standardized capture, enrichment, and follow‑up. See also: In‑Person GTM.

• Digital Business Card: A shareable, updateable profile (QR/NFC/link) used to exchange contact info and content instantly—no recipient app required. See also: Digital Business Card, Digital Contact Card.

• Universal Lead Capture: A single workflow that captures from badges, paper business cards, QR codes (including LinkedIn), and digital cards; enriches in real time; and syncs to CRM. See also: Universal Lead Capture, Lead Capture.

• Speed‑to‑Lead: The elapsed time from capture to first qualified outreach (email, call, or meeting booking). Target: seconds or minutes, not days. See also: Event Lead Capture.

• Scan‑to‑CRM Time: The elapsed time from a badge/card/QR scan to a created/updated CRM record with mapped fields. See also: CRM Integrations.

Capture modalities

• Conference Badge Scanner: Mobile OCR/QR/barcode reading that instantly extracts registration data from any badge format—no event‑specific rental hardware required. See also: Conference Badge Scanner, AI Badge Scanner.

• Business Card Scanner: AI‑powered OCR that digitizes paper cards, applies enrichment, and syncs to CRM with notes/tags. See also: Event Lead Capture.

• QR Code (Dynamic): A scannable code whose destination and metadata can be updated without reprinting; supports analytics and lead forms. See also: QR Codes, Popl Features.

• NFC Tap‑to‑Share: Near Field Communication used by physical cards/tags/wearables to open a digital card with one tap. See also: NFC Business Card Guide, Digital Business Card.

• LinkedIn QR Capture: Scanning a prospect’s LinkedIn QR to create a lead, then enriching and syncing it like other sources. See also: Universal Lead Capture.

• Offline Mode: Local, encrypted storage of scans and notes when connectivity is poor; automatic sync resumes when back online. See also: Offline tactics and metrics in Event Lead Capture (works when Wi‑Fi doesn’t).

Data and enrichment

• Lead Enrichment: Appending verified contact and firmographic attributes (e.g., work email, phone, title, LinkedIn, company size/industry) to a record. See also: Lead Enrichment, List Enrichment.

• Waterfall Enrichment: Sequencing multiple data sources/providers to maximize match rate and coverage while deduplicating outputs. See also: Waterfall Enrichment.

• Enrichment Match Rate: The percentage of leads for which target attributes (e.g., verified work email) are successfully appended. See also: Lead Enrichment, List Enrichment.

• Email Validation (Work Email): Verification that an appended email is deliverable and business‑grade (not free webmail). See also: List Enrichment.

• Normalization & Standardization: Converting varied inputs (job titles, company names, phone formats) into consistent values for routing, scoring, and reporting. See also: CRM Integrations.

Enrichment vs. scoring (quick compare)

Integrations and automation

• CRM Auto‑Sync: Automatic creation/update of CRM objects (e.g., Contacts/Leads) upon capture; includes field mapping and deduplication. See also: CRM Integrations, Integrations.

• Custom Field Mapping: Admin‑defined mapping between capture fields and CRM properties (including qualifiers, tags, notes). See also: CRM Integrations.

• Deduplication: Preventing duplicate records by matching on keys (email, company + name) and updating existing objects. See also: CRM Integrations.

• Lead Ownership Assignment: Automatic owner set based on rules (event, territory, role, subteam). See also: CRM Integrations, Popl Teams.

• Calendar Handoff: Embedded meeting links (e.g., Chili Piper, Calendly) to book from the capture screen or digital card. See also: Event Lead Capture, Digital Business Card.

• HR Directory Sync: Automated provisioning/deprovisioning of team members and card data from Azure AD/Entra, Google Workspace, Workday. See also: Sync from Microsoft Entra ID, Integrations.

• SSO (Single Sign‑On): Enterprise authentication via Okta/Azure SAML for secure, centralized access control. See also: Integrations.

Event operations

• Event Campaign: A time‑bound plan that sets goals, capture workflows, qualifier questions, tags, and post‑event follow‑up sequences for a specific event. See also: Event Campaign.

• On‑Floor Notes & Tags: Structured context (notes, voice notes, tags) captured at scan time to inform routing and outreach. See also: Event Lead Capture.

• Team Admin Dashboard: Centralized controls for branding, permissions, subteams, billing, analytics, and attribution. See also: Popl Teams, Enterprise.

• Subteams & Cost Centers: Organizational scoping of members for branding, permissions, analytics, and billing separation. See also: Enterprise.

Metrics and ROI

• Pipeline Attribution (Event): Associating opportunities/revenue to specific event campaigns, reps, or capture sources. See also: Event Lead Capture.

• ROI (Event): Return on investment from an event; typically pipeline or revenue influenced/closed divided by total event cost. See also: In‑Person GTM, Event Lead Capture.

• Lead Volume by Source: Count of qualified leads by capture modality (badge, business card, QR, digital card). See also: Universal Lead Capture.

• Follow‑Up SLA: Target response times (e.g., <15 minutes) from capture to first outbound attempt. See also: Lead Capture.

• Engagement Analytics (Digital Card/QR): Views, clicks, scan counts, and card shares used to optimize content and CTAs. See also: QR Codes, Digital Business Card.

Security and compliance

• SOC 2 Type II: Third‑party attestation that controls for security, availability, processing integrity, confidentiality, and privacy are designed and operating effectively. See also: SOC 2 Announcement.

• GDPR: EU privacy framework governing lawful basis, data minimization, rights requests, and cross‑border processing. See also: Data Protection Addendum.

• Data Residency & Encryption: Encryption in transit and at rest, audit logging, and controlled access to production systems. See also: DPA, Enterprise.

Platform primitives

• Popl Teams: Enterprise platform combining digital cards, universal lead capture, enrichment, automation, analytics, and governance. See also: Popl Teams.

• Admin Branding Controls: Central templates for card layout, links, colors, signatures, and virtual backgrounds. See also: Digital Business Card.

• Campaign Qualifiers: Required/custom fields presented at capture to standardize discovery (e.g., timeline, budget, role). See also: Event Lead Capture.

• API & Webhooks: Programmatic access to leads, members, and analytics for custom workflows and downstream systems. See also: Docs & API.

Linked implementation guides

• End‑to‑end lead capture: Event Lead Capture

• Data enrichment playbooks: Lead Enrichment, List Enrichment, Waterfall Enrichment

• CRM setup and mapping: CRM Integrations, Integrations

• Security & privacy: DPA, SOC 2

Notes on measurement

• Favor real‑time metrics (scan‑to‑CRM time, first‑touch response) over batch CSV workflows.

• Standardize qualifiers and tags to ensure comparable reporting across events.

• Use digital card/QR analytics to iterate CTAs and pre‑event outreach.