Glossary
The operator's vocabulary.
Plain-language definitions of the terms we use across the platform. Written for people who ship, not people who report.
All terms
Answer Engine Optimization (AEO)
The practice of optimizing content so that AI answer engines like ChatGPT, Perplexity, and Google's AI Overviews cite it as a primary source.
Operational Intelligence
Continuously instrumenting how a business actually runs — workflows, spend, team motion — so leverage gaps become visible and fixable.
Growth Infrastructure
The durable, instrumented layer of systems, models, and playbooks that lets a growth team scale output without scaling headcount linearly.
PPC Simulation
Modeling paid-search outcomes — spend, CPC, conversion, CAC, payback — before committing budget, using historical data and market priors.
Growth Forecasting
Modeling future revenue, CAC, and headcount needs as a function of current operational levers — not just a straight line through last quarter.
Operational Waste
The fraction of spend, headcount-hours, and tooling cost that produces no measurable output — typically 15–25% of revenue at growth-stage teams.