Definitions.

The terms used on this site and in the Sentrama product.

The unit and what it becomes.

Term	Definition	Where it is used
A Sentrama lead	A named person in your ICP who picks up the phone, whom our SDRs will attempt to pitch. The only thing you are billed for.	For Sales Leaders About
Opportunity	A lead that requires a sales or marketing action, based on how they reacted to your pitch. Platform average 45 per 100 leads, 38 to 49 by sector.	For Sales Leaders For Marketing Leaders
MQLs	Marketing Qualified Leads. An MQL is a lead that requires your marketing team to perform an action. They fit your ICP, but they are not ready for your sales team to action yet. Said not right now. Already have a provider. Pointed you to a better contact (a referral). Said the timing is wrong. Has no budget this year.	For Sales Leaders For Marketing Leaders
SQLs	Sales Qualified Leads. An SQL is a lead that requires your sales team to perform an action: Agreed to a meeting at a date and time. Asked you to call them back. Asked for more information. Said they are interested but not ready to book a date.	For Sales Leaders For Marketing Leaders
The guarantee	Sentrama guarantees leads. The contracted unit is the lead, and it is the only thing you are billed for. What those leads become is decided by your pitch.	For Sales Leaders About

Market and data terminology.

Term	Definition	Where it is used
ICP	Ideal customer profile. The definition of who we call, by account and persona. Every lead matches this.	Every page
Prospect	Any person in your ICP we call.	Every page
Pick up	What a prospect does to become a lead. The only verb this site uses for it.	Every page
Numbers worth dialling	The records left after the unqualified prospects and those with no direct line or a wrong number are removed. Of these, about 19% pick up in the UK and about 8% in the USA. We absorb the other 81 in every 100.	The Sentrama Engine Contact
Pickup propensity	The likelihood a prospect picks up, scored by the Sentrama Engine before a call so only the most likely are dialled.	The Sentrama Engine
Direct mobile or cell phone number	The only number we dial. No switchboards. About 70% of qualified prospects have one in the UK, about 40% in the USA.	The Sentrama Engine
TAM	Total addressable market. Only a small share of any TAM will ever pick up, so a small TAM runs dry fast.	The Sentrama Engine
The pitch	What our SDR says to the person from your ICP once they pick up. Your pitch decides what a lead becomes next.	For Sales Leaders Campaign Optimisation
Disposition	The outcome recorded on every lead in your CRM, with the recording, the transcript and any follow-up date the prospect gave.	For Marketing Leaders

Commercial terminology.

Term	Definition	Where it is used
Fixed price per lead	A price per lead agreed before you commit, held for the committed volume and term.	Pricing About
Contracted volume	The monthly lead number you set before we start, from 50 to 200. The only thing you are ever billed for. A shortfall is credited forward.	Pricing For Sales Leaders
Minimum term	Four months.	Pricing About
Cost per opportunity	Spend divided by opportunities. For example, at 150 leads a month, around £100 on the 45 per 100 average.	For Marketing Leaders Contact

All figures are first-party Sentrama platform data, drawn from 5,000,000+ dials, and over 600,000 pitches delivered across 120 client organisations since February 2025. Opportunity rates are platform-wide observed averages, not a forecast.