[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"general-list":3,"footer-feature-tags":4,"slate-glossary-category-marketing-sales":66},true,[5,14,20,29,34,40,46,52,56,62],{"id":6,"name":7,"hex":8,"translations":9,"count_pages":13},8,"Компания","#f40925",{"ru":10,"en":11},{"name":7},{"name":12},"Company",9,{"id":15,"name":16,"hex":17,"translations":18,"count_pages":6},26,"Главная страница",null,{"ru":19},{"name":16},{"id":21,"name":22,"hex":23,"translations":24,"count_pages":28},2,"Проекты","#3027ff",{"ru":25,"en":26},{"name":22},{"name":27},"Project",15,{"id":30,"name":31,"hex":17,"translations":32,"count_pages":21},33,"ИИ",{"ru":33},{"name":31},{"id":35,"name":36,"hex":17,"translations":37,"count_pages":39},34,"Комментарии",{"ru":38},{"name":36},4,{"id":41,"name":42,"hex":17,"translations":43,"count_pages":45},25,"Задачи",{"ru":44},{"name":42},24,{"id":47,"name":48,"hex":17,"translations":49,"count_pages":51},27,"Рабочие пространства",{"ru":50},{"name":48},3,{"id":45,"name":53,"hex":17,"translations":54,"count_pages":6},"Kanban-доска",{"ru":55},{"name":53},{"id":57,"name":58,"hex":17,"translations":59,"count_pages":61},23,"Диаграмма Ганта",{"ru":60},{"name":58},1,{"id":28,"name":63,"hex":17,"translations":64,"count_pages":61},"Календарь",{"ru":65},{"name":63},{"content":67,"dict":78,"terms":189,"total":86,"error":885},{"hero_badge":68,"hero_title":69,"hero_subtitle":70,"search_placeholder":71,"about_title":72,"about_text":73,"cta_title":74,"cta_text":75,"seo_title":76,"seo_description":77},"БЕСПЛАТНО · БЕЗ РЕГИСТРАЦИИ","Глоссарий проектного и стратегического управления","Термины из практики PM, Agile, OKR, риск-менеджмента и финансов — с примерами, советами и связями. Без регистрации.","Найти термин: Scrum, Velocity, OKR…","Зачем нужен глоссарий Shtab","В глоссарии Shtab собраны определения терминов из работы руководителя проекта, продакт-менеджера, операционного директора и тимлида: от классических методологий (Scrum, Kanban, Waterfall) до метрик и фреймворков стратегического планирования. Каждый термин содержит краткое определение, развёрнутое объяснение, примеры применения и совет, как использовать его на практике в Shtab.","Применяйте термины на практике","База знаний, задачи и цели — в одном сервисе. Бесплатно — без лимита по числу людей.","Глоссарий проектного и стратегического управления | Shtab","Термины проектного управления, Agile, OKR, продуктовой аналитики и финансов — с определениями, примерами и советами по применению в Shtab. Без регистрации.",[79,87,95,103,110,119,127,134,142,148,156,164,173,181],{"id":61,"slug":80,"hex":81,"icon":17,"order":61,"translations":82,"terms_count":86},"agile","#5e79ec",{"ru":83},{"title":84,"description":85},"Agile","Гибкие методологии разработки и управления проектами: Scrum, Kanban, XP и их элементы — спринты, бэклоги, церемонии, роли.",30,{"id":21,"slug":88,"hex":89,"icon":17,"order":21,"translations":90,"terms_count":94},"agile-scaled","#7c5ce6",{"ru":91},{"title":92,"description":93},"Масштабирование Agile","Фреймворки и практики для применения Agile в больших организациях: SAFe, LeSS, Nexus, Spotify-модель, ART, PI Planning, кросс-командные роли.",17,{"id":51,"slug":96,"hex":97,"icon":17,"order":51,"translations":98,"terms_count":102},"pm-classic","#3a4058",{"ru":99},{"title":100,"description":101},"Классическое проектное управление","Традиционные методологии и инструменты PM: PMBOK, PRINCE2, PMI, WBS, RACI, диаграмма Ганта, критический путь, EVM, управление рисками и заинтересованными сторонами.",36,{"id":39,"slug":104,"hex":105,"icon":17,"order":39,"translations":106,"terms_count":41},"strategy","#352eb3",{"ru":107},{"title":108,"description":109},"Стратегическое управление","Цели, метрики, фреймворки стратегического планирования: OKR, KPI, MBO, BSC, SWOT, PEST, Porter Five Forces, Ansoff Matrix, BCG Matrix, Value Chain.",{"id":111,"slug":112,"hex":113,"icon":17,"order":111,"translations":114,"terms_count":118},5,"product","#0057ff",{"ru":115},{"title":116,"description":117},"Продуктовое управление","Дисциплина создания продуктов: discovery, JTBD, CJM, OKR, метрики (NPS, NSM, retention, churn, MRR), приоритизация (RICE, ICE, Kano, MoSCoW), A\u002FB-тестирование, growth.",31,{"id":120,"slug":121,"hex":122,"icon":17,"order":120,"translations":123,"terms_count":86},6,"finance-risk","#0F9488",{"ru":124},{"title":125,"description":126},"Финансы и риск-менеджмент","Финансовое управление проектами и рисками: оценка инвестиций (ROI, NPV, IRR), денежные потоки, бюджетирование, экономика стартапа (burn rate, runway), риск-менеджмент (Monte Carlo, sensitivity, scenario planning, risk appetite).",{"id":128,"slug":129,"hex":89,"icon":17,"order":128,"translations":130,"terms_count":86},7,"people-leadership",{"ru":131},{"title":132,"description":133},"Команды и лидерство","Управление людьми и командами: модели лидерства (servant, situational, transformational), командная динамика (Tuckman, Belbin, psychological safety), HR-процессы (hiring, onboarding, performance review, retention), фреймворки обратной связи (radical candor, 360, SCARF).",{"id":6,"slug":135,"hex":136,"icon":17,"order":6,"translations":137,"terms_count":141},"lean-process","#cc5649",{"ru":138},{"title":139,"description":140},"Lean и процессы","Бережливое производство, Six Sigma и оптимизация процессов: Lean, Kaizen, 5S, Muda, VSM, Theory of Constraints, Just-in-Time, Poka-Yoke, PDCA, Ishikawa, 5 Whys, BPM\u002FBPMN, RPA, ITIL, SLA, метрики потока (Cycle Time, Lead Time, WIP).",32,{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":144,"terms_count":86},"marketing-sales",{"ru":145},{"title":146,"description":147},"Маркетинг и продажи","Маркетинг и продажи: CRM, воронки маркетинга и продаж, lead qualification, рекламные модели (CPA\u002FCPL\u002FCPC), SEO\u002FSEM, content-маркетинг, ABM, TOFU\u002FMOFU\u002FBOFU, позиционирование, sales-методологии (SPIN, Challenger), Customer Success.",{"id":149,"slug":150,"hex":151,"icon":17,"order":149,"translations":152,"terms_count":86},10,"ai","#a855f7",{"ru":153},{"title":154,"description":155},"Искусственный интеллект","Терминология ИИ и больших языковых моделей: машинное обучение, нейросети, LLM, эмбеддинги, промптинг, RAG, агенты, MLOps, безопасность и этика моделей.",{"id":157,"slug":158,"hex":159,"icon":17,"order":157,"translations":160,"terms_count":118},11,"analytics-data","#06b6d4",{"ru":161},{"title":162,"description":163},"Аналитика и данные","Понятия и инструменты работы с данными: виды аналитики, статистические основы, A\u002FB-тестирование, продуктовые метрики, дашборды и BI, инфраструктура данных, качество и управление данными.",{"id":165,"slug":166,"hex":167,"icon":17,"order":165,"translations":168,"terms_count":172},12,"ux-design","#ec4899",{"ru":169},{"title":170,"description":171},"UX и дизайн","Понятия дизайна пользовательских интерфейсов и пользовательского опыта: исследования, юзабилити, доступность, IA, прототипы, дизайн-системы, методологии и тёмные паттерны.",22,{"id":174,"slug":175,"hex":176,"icon":17,"order":174,"translations":177,"terms_count":94},13,"customer-support","#f59e0b",{"ru":178},{"title":179,"description":180},"Поддержка клиентов","Понятия и метрики работы службы поддержки: уровни, тикетные системы, метрики качества и скорости, база знаний, эскалации, самообслуживание, голос клиента и проактивная поддержка.",{"id":182,"slug":183,"hex":184,"icon":17,"order":182,"translations":185,"terms_count":172},14,"startup-investment","#10b981",{"ru":186},{"title":187,"description":188},"Стартапы и инвестиции","Понятия мира стартапов и венчура: жизненный цикл компании, раунды финансирования, типы инвесторов, юридические инструменты (term sheet, SAFE, convertible note), оценка, дилюция, опционные программы, стратегии выхода.",[190,222,250,276,305,324,346,368,392,416,438,461,486,509,532,554,577,599,622,645,668,690,712,731,753,775,797,819,842,862],{"id":191,"slug":192,"translations":193,"category":198,"tags":201,"letter":220,"cover":17,"updated_at":221,"published_at":17},242,"abm",{"ru":194},{"title":195,"short_definition":196,"translation_en":197},"ABM (маркетинг ключевых клиентов)","Стратегия точечного маркетинга: компания работает с узким списком ключевых клиентов и готовит предложение под каждого.","Account-Based Marketing (ABM)",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":199},{"ru":200},{"title":146,"description":147},[202,207,214],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":204},"methodology",{"ru":205},{"title":206},"Методология",{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":211},"marketing","other",80,{"ru":212},{"title":213},"Маркетинг",{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":217},"sales",81,{"ru":218},{"title":219},"Продажи","A","2026-04-25T22:42:23.258562+03:00",{"id":223,"slug":224,"translations":225,"category":230,"tags":233,"letter":248,"cover":17,"updated_at":249,"published_at":17},246,"brand-equity",{"ru":226},{"title":227,"short_definition":228,"translation_en":229},"Brand Equity (капитал бренда)","Дополнительная ценность, которую бренд создаёт для продукта благодаря узнаваемости, доверию и лояльности клиентов.","Brand Equity",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":231},{"ru":232},{"title":146,"description":147},[234,240,245],{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":237},"concept","#4b5370",{"ru":238},{"title":239},"Концепция",{"id":241,"slug":104,"kind":209,"hex":81,"order":118,"translations":242},18,{"ru":243},{"title":244},"Стратегия",{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":246},{"ru":247},{"title":213},"B","2026-04-25T22:42:23.331463+03:00",{"id":251,"slug":252,"translations":253,"category":258,"tags":261,"letter":274,"cover":17,"updated_at":275,"published_at":17},229,"crm",{"ru":254},{"title":255,"short_definition":256,"translation_en":257},"CRM (управление отношениями с клиентами)","Система управления взаимоотношениями с клиентами: единая база контактов, история взаимодействий, сделок и задач отдела продаж.","Customer Relationship Management (CRM)",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":259},{"ru":260},{"title":146,"description":147},[262,268,271],{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":265},"tool",21,{"ru":266},{"title":267},"Инструмент",{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":269},{"ru":270},{"title":213},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":272},{"ru":273},{"title":219},"C","2026-04-25T22:42:23.034458+03:00",{"id":277,"slug":278,"translations":279,"category":284,"tags":287,"letter":274,"cover":17,"updated_at":304,"published_at":17},235,"cpa-cpl-cpc",{"ru":280},{"title":281,"short_definition":282,"translation_en":283},"CPA, CPL, CPC (модели оплаты рекламы)","Модели оплаты в интернет-рекламе: CPA — за действие, CPL — за лида, CPC — за клик, CPM — за 1000 показов.","CPA, CPL, CPC, CPM",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":285},{"ru":286},{"title":146,"description":147},[288,293,296],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":290},"metric",{"ru":291},{"title":292},"Метрика",{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":294},{"ru":295},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":301},35,"channel","#14b8a6",82,{"ru":302},{"title":303},"Канал","2026-04-25T22:42:23.138524+03:00",{"id":306,"slug":307,"translations":308,"category":313,"tags":316,"letter":274,"cover":17,"updated_at":323,"published_at":17},236,"ctr-cr",{"ru":309},{"title":310,"short_definition":311,"translation_en":312},"CTR и конверсия (Conversion Rate)","CTR — отношение кликов к показам; конверсия (Conversion Rate) — доля посетителей, которые совершили целевое действие.","CTR (Click-Through Rate) and Conversion Rate",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":314},{"ru":315},{"title":146,"description":147},[317,320],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":318},{"ru":319},{"title":292},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":321},{"ru":322},{"title":213},"2026-04-25T22:42:23.154809+03:00",{"id":325,"slug":326,"translations":327,"category":332,"tags":335,"letter":274,"cover":17,"updated_at":345,"published_at":17},239,"content-marketing",{"ru":328},{"title":329,"short_definition":330,"translation_en":331},"Content Marketing (Контент-маркетинг)","Стратегия привлечения и удержания аудитории через создание ценного, полезного читателю контента вместо прямой рекламы.","Content Marketing",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":333},{"ru":334},{"title":146,"description":147},[336,339,342],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":337},{"ru":338},{"title":206},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":340},{"ru":341},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":343},{"ru":344},{"title":303},"2026-04-25T22:42:23.205012+03:00",{"id":347,"slug":348,"translations":349,"category":354,"tags":357,"letter":274,"cover":17,"updated_at":367,"published_at":17},248,"cold-outreach",{"ru":350},{"title":351,"short_definition":352,"translation_en":353},"Cold Outreach (холодные продажи)","Инициативное обращение к потенциальным клиентам без предварительного контакта: холодные письма, звонки, сообщения в деловых соцсетях.","Cold Outreach",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":355},{"ru":356},{"title":146,"description":147},[358,361,364],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":359},{"ru":360},{"title":206},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":362},{"ru":363},{"title":219},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":365},{"ru":366},{"title":303},"2026-04-25T22:42:23.373519+03:00",{"id":369,"slug":370,"translations":371,"category":376,"tags":379,"letter":274,"cover":17,"updated_at":391,"published_at":17},252,"champion",{"ru":372},{"title":373,"short_definition":374,"translation_en":375},"Champion (внутренний сторонник сделки)","Внутренний сторонник продукта в компании клиента, который продвигает покупку перед остальными участниками решения.","Sales Champion",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":377},{"ru":378},{"title":146,"description":147},[380,385,388],{"id":51,"slug":381,"kind":381,"hex":299,"order":51,"translations":382},"role",{"ru":383},{"title":384},"Роль",{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":386},{"ru":387},{"title":239},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":389},{"ru":390},{"title":219},"2026-04-25T22:42:23.440044+03:00",{"id":393,"slug":394,"translations":395,"category":400,"tags":403,"letter":274,"cover":17,"updated_at":415,"published_at":17},256,"challenger-sale",{"ru":396},{"title":397,"short_definition":398,"translation_en":399},"Challenger Sale (продажа через вызов)","Методология продаж: сильнейшие продавцы не выстраивают отношения, а бросают клиенту вызов — учат его по-новому смотреть на собственный бизнес.","Challenger Sale",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":401},{"ru":402},{"title":146,"description":147},[404,407,412],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":405},{"ru":406},{"title":206},{"id":21,"slug":408,"kind":408,"hex":89,"order":21,"translations":409},"framework",{"ru":410},{"title":411},"Фреймворк",{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":413},{"ru":414},{"title":219},"2026-04-25T22:42:23.508874+03:00",{"id":417,"slug":418,"translations":419,"category":424,"tags":427,"letter":274,"cover":17,"updated_at":437,"published_at":17},258,"customer-success",{"ru":420},{"title":421,"short_definition":422,"translation_en":423},"Customer Success (клиентский успех)","Направление работы и отдельная команда, которые следят, чтобы клиенты достигали своих целей с помощью продукта: основа удержания и роста выручки в SaaS.","Customer Success",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":425},{"ru":426},{"title":146,"description":147},[428,431,434],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":429},{"ru":430},{"title":206},{"id":51,"slug":381,"kind":381,"hex":299,"order":51,"translations":432},{"ru":433},{"title":384},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":435},{"ru":436},{"title":219},"2026-04-25T22:42:23.543043+03:00",{"id":439,"slug":440,"translations":441,"category":446,"tags":449,"letter":459,"cover":17,"updated_at":460,"published_at":17},243,"drip-campaign",{"ru":442},{"title":443,"short_definition":444,"translation_en":445},"Drip Campaign (капельная рассылка)","Серия автоматических писем, которые приходят получателю по заранее заданному расписанию или в ответ на его действия.","Drip Campaign \u002F Drip Email Campaign",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":447},{"ru":448},{"title":146,"description":147},[450,453,456],{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":451},{"ru":452},{"title":267},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":454},{"ru":455},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":457},{"ru":458},{"title":303},"D","2026-04-25T22:42:23.276758+03:00",{"id":462,"slug":463,"translations":464,"category":469,"tags":472,"letter":459,"cover":17,"updated_at":485,"published_at":17},254,"sales-discovery",{"ru":465},{"title":466,"short_definition":467,"translation_en":468},"Discovery Call (Дискавери-звонок)","Первая структурированная встреча с лидом, чтобы выяснить потребности, бюджет и порядок принятия решения — основа дальнейших шагов.","Sales Discovery Call",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":470},{"ru":471},{"title":146,"description":147},[473,476,482],{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":474},{"ru":475},{"title":267},{"id":28,"slug":477,"kind":477,"hex":478,"order":57,"translations":479},"phase","#888ca0",{"ru":480},{"title":481},"Этап",{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":483},{"ru":484},{"title":219},"2026-04-25T22:42:23.474074+03:00",{"id":487,"slug":488,"translations":489,"category":494,"tags":497,"letter":507,"cover":17,"updated_at":508,"published_at":17},240,"inbound-marketing",{"ru":490},{"title":491,"short_definition":492,"translation_en":493},"Inbound Marketing (входящий маркетинг)","Стратегия привлечения клиентов полезным контентом, поисковой оптимизацией и соцсетями: клиенты сами находят компанию.","Inbound Marketing",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":495},{"ru":496},{"title":146,"description":147},[498,501,504],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":499},{"ru":500},{"title":206},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":502},{"ru":503},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":505},{"ru":506},{"title":303},"I","2026-04-25T22:42:23.223849+03:00",{"id":510,"slug":511,"translations":512,"category":517,"tags":520,"letter":530,"cover":17,"updated_at":531,"published_at":17},233,"lead-scoring",{"ru":513},{"title":514,"short_definition":515,"translation_en":516},"Lead Scoring (скоринг лидов)","Метод количественной оценки готовности лида к покупке: баллы начисляют за характеристики компании и за поведение человека.","Lead Scoring",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":518},{"ru":519},{"title":146,"description":147},[521,524,527],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":522},{"ru":523},{"title":292},{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":525},{"ru":526},{"title":267},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":528},{"ru":529},{"title":213},"L","2026-04-25T22:42:23.104636+03:00",{"id":533,"slug":534,"translations":535,"category":540,"tags":543,"letter":530,"cover":17,"updated_at":553,"published_at":17},257,"land-and-expand",{"ru":536},{"title":537,"short_definition":538,"translation_en":539},"Land and Expand (стратегия посадки и расширения)","Стратегия продаж: зайти к клиенту небольшой сделкой в одном отделе, а потом расширить использование на всю организацию.","Land and Expand",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":541},{"ru":542},{"title":146,"description":147},[544,547,550],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":545},{"ru":546},{"title":206},{"id":241,"slug":104,"kind":209,"hex":81,"order":118,"translations":548},{"ru":549},{"title":244},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":551},{"ru":552},{"title":219},"2026-04-25T22:42:23.525671+03:00",{"id":555,"slug":556,"translations":557,"category":562,"tags":565,"letter":575,"cover":17,"updated_at":576,"published_at":17},232,"mql-sql",{"ru":558},{"title":559,"short_definition":560,"translation_en":561},"MQL и SQL (квалифицированные лиды)","Этапы квалификации лида: MQL — лид, готовый к маркетинговому прогреву, SQL — лид, готовый к разговору с отделом продаж.","MQL and SQL",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":563},{"ru":564},{"title":146,"description":147},[566,569,572],{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":567},{"ru":568},{"title":239},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":570},{"ru":571},{"title":213},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":573},{"ru":574},{"title":219},"M","2026-04-25T22:42:23.087495+03:00",{"id":578,"slug":579,"translations":580,"category":585,"tags":588,"letter":575,"cover":17,"updated_at":598,"published_at":17},247,"messaging-framework",{"ru":581},{"title":582,"short_definition":583,"translation_en":584},"Messaging Framework (структура сообщений бренда)","Документированная структура ключевых сообщений бренда: короткий слоган, ценностные обещания и подтверждающие факты для разных аудиторий и каналов.","Messaging Framework",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":586},{"ru":587},{"title":146,"description":147},[589,592,595],{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":590},{"ru":591},{"title":239},{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":593},{"ru":594},{"title":267},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":596},{"ru":597},{"title":213},"2026-04-25T22:42:23.356836+03:00",{"id":600,"slug":601,"translations":602,"category":607,"tags":610,"letter":620,"cover":17,"updated_at":621,"published_at":17},241,"outbound-marketing",{"ru":603},{"title":604,"short_definition":605,"translation_en":606},"Outbound Marketing (исходящий маркетинг)","Стратегия активного обращения к потенциальным клиентам: холодные звонки, письма по своей базе, прямая реклама.","Outbound Marketing",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":608},{"ru":609},{"title":146,"description":147},[611,614,617],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":612},{"ru":613},{"title":206},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":615},{"ru":616},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":618},{"ru":619},{"title":303},"O","2026-04-25T22:42:23.240427+03:00",{"id":623,"slug":624,"translations":625,"category":630,"tags":633,"letter":643,"cover":17,"updated_at":644,"published_at":17},245,"positioning",{"ru":626},{"title":627,"short_definition":628,"translation_en":629},"Positioning (позиционирование)","Стратегия определения уникального места продукта в сознании целевого клиента относительно конкурентов.","Positioning",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":631},{"ru":632},{"title":146,"description":147},[634,637,640],{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":635},{"ru":636},{"title":239},{"id":241,"slug":104,"kind":209,"hex":81,"order":118,"translations":638},{"ru":639},{"title":244},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":641},{"ru":642},{"title":213},"P","2026-04-25T22:42:23.313984+03:00",{"id":646,"slug":647,"translations":648,"category":653,"tags":656,"letter":666,"cover":17,"updated_at":667,"published_at":17},230,"sales-funnel",{"ru":649},{"title":650,"short_definition":651,"translation_en":652},"Sales Funnel (Воронка продаж)","Поэтапный путь потенциального клиента от первого контакта до покупки с измерением конверсии на каждом этапе.","Sales Funnel",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":654},{"ru":655},{"title":146,"description":147},[657,660,663],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":658},{"ru":659},{"title":292},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":661},{"ru":662},{"title":213},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":664},{"ru":665},{"title":219},"S","2026-04-25T22:42:23.052376+03:00",{"id":669,"slug":670,"translations":671,"category":676,"tags":679,"letter":666,"cover":17,"updated_at":689,"published_at":17},231,"sales-pipeline",{"ru":672},{"title":673,"short_definition":674,"translation_en":675},"Sales Pipeline (пайплайн продаж)","Конкретные сделки, разложенные по стадиям продаж — от первого контакта до закрытия — для прогноза и управления.","Sales Pipeline",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":677},{"ru":678},{"title":146,"description":147},[680,683,686],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":681},{"ru":682},{"title":292},{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":684},{"ru":685},{"title":267},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":687},{"ru":688},{"title":219},"2026-04-25T22:42:23.069778+03:00",{"id":691,"slug":692,"translations":693,"category":698,"tags":701,"letter":666,"cover":17,"updated_at":711,"published_at":17},237,"seo",{"ru":694},{"title":695,"short_definition":696,"translation_en":697},"SEO (поисковая оптимизация)","Оптимизация сайта для повышения позиций в органической выдаче поисковых систем — Google и Яндекса.","Search Engine Optimization (SEO)",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":699},{"ru":700},{"title":146,"description":147},[702,705,708],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":703},{"ru":704},{"title":206},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":706},{"ru":707},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":709},{"ru":710},{"title":303},"2026-04-25T22:42:23.171939+03:00",{"id":713,"slug":714,"translations":715,"category":720,"tags":723,"letter":666,"cover":17,"updated_at":730,"published_at":17},238,"sem",{"ru":716},{"title":717,"short_definition":718,"translation_en":719},"SEM (поисковый маркетинг)","Платная реклама в поисковых системах (Google Ads, Яндекс Директ), которую показывают по ключевым запросам пользователей.","Search Engine Marketing (SEM)",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":721},{"ru":722},{"title":146,"description":147},[724,727],{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":725},{"ru":726},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":728},{"ru":729},{"title":303},"2026-04-25T22:42:23.188433+03:00",{"id":732,"slug":733,"translations":734,"category":739,"tags":742,"letter":666,"cover":17,"updated_at":752,"published_at":17},249,"sales-cycle",{"ru":735},{"title":736,"short_definition":737,"translation_en":738},"Sales Cycle (Цикл продаж)","Среднее время от первого контакта с лидом до закрытия сделки — ключевая метрика B2B-продаж.","Sales Cycle",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":740},{"ru":741},{"title":146,"description":147},[743,746,749],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":744},{"ru":745},{"title":292},{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":747},{"ru":748},{"title":239},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":750},{"ru":751},{"title":219},"2026-04-25T22:42:23.390531+03:00",{"id":754,"slug":755,"translations":756,"category":761,"tags":764,"letter":666,"cover":17,"updated_at":774,"published_at":17},250,"sales-quota",{"ru":757},{"title":758,"short_definition":759,"translation_en":760},"Sales Quota (квота продаж)","Целевой объём продаж, который менеджер или команда должны выполнить за период: месяц, квартал или год.","Sales Quota",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":762},{"ru":763},{"title":146,"description":147},[765,768,771],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":766},{"ru":767},{"title":292},{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":769},{"ru":770},{"title":267},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":772},{"ru":773},{"title":219},"2026-04-25T22:42:23.406944+03:00",{"id":776,"slug":777,"translations":778,"category":783,"tags":786,"letter":666,"cover":17,"updated_at":796,"published_at":17},253,"demo",{"ru":779},{"title":780,"short_definition":781,"translation_en":782},"Sales Demo (демонстрация продукта)","Демонстрация продукта потенциальному клиенту: показать, как продукт решает именно его задачи.","Sales Demo \u002F Product Demo",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":784},{"ru":785},{"title":146,"description":147},[787,790,793],{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":788},{"ru":789},{"title":267},{"id":28,"slug":477,"kind":477,"hex":478,"order":57,"translations":791},{"ru":792},{"title":481},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":794},{"ru":795},{"title":219},"2026-04-25T22:42:23.457295+03:00",{"id":798,"slug":799,"translations":800,"category":805,"tags":808,"letter":666,"cover":17,"updated_at":818,"published_at":17},255,"spin-selling",{"ru":801},{"title":802,"short_definition":803,"translation_en":804},"SPIN Selling (СПИН-продажи)","Методология продаж Нила Рэкхема: четыре типа вопросов — ситуационные, проблемные, извлекающие и направляющие.","SPIN Selling",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":806},{"ru":807},{"title":146,"description":147},[809,812,815],{"id":61,"slug":203,"kind":203,"hex":81,"order":61,"translations":810},{"ru":811},{"title":206},{"id":21,"slug":408,"kind":408,"hex":89,"order":21,"translations":813},{"ru":814},{"title":411},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":816},{"ru":817},{"title":219},"2026-04-25T22:42:23.491471+03:00",{"id":820,"slug":821,"translations":822,"category":827,"tags":830,"letter":840,"cover":17,"updated_at":841,"published_at":17},244,"tofu-mofu-bofu",{"ru":823},{"title":824,"short_definition":825,"translation_en":826},"TOFU \u002F MOFU \u002F BOFU (верх, середина и низ воронки)","Три уровня маркетинговой воронки: верх — знакомство, середина — сравнение решений, низ — принятие решения о покупке.","TOFU, MOFU, BOFU",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":828},{"ru":829},{"title":146,"description":147},[831,834,837],{"id":6,"slug":235,"kind":209,"hex":236,"order":6,"translations":832},{"ru":833},{"title":239},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":835},{"ru":836},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":838},{"ru":839},{"title":303},"T","2026-04-25T22:42:23.294615+03:00",{"id":843,"slug":844,"translations":845,"category":850,"tags":853,"letter":860,"cover":17,"updated_at":861,"published_at":17},251,"win-rate",{"ru":846},{"title":847,"short_definition":848,"translation_en":849},"Win Rate (конверсия в сделку)","Доля выигранных сделок от общего числа закрытых: выигранные делят на сумму выигранных и проигранных и умножают на 100%.","Win Rate",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":851},{"ru":852},{"title":146,"description":147},[854,857],{"id":120,"slug":289,"kind":289,"hex":122,"order":120,"translations":855},{"ru":856},{"title":292},{"id":35,"slug":215,"kind":209,"hex":81,"order":216,"translations":858},{"ru":859},{"title":219},"W","2026-04-25T22:42:23.423542+03:00",{"id":863,"slug":864,"translations":865,"category":870,"tags":873,"letter":883,"cover":17,"updated_at":884,"published_at":17},234,"lead-magnet",{"ru":866},{"title":867,"short_definition":868,"translation_en":869},"Лид-магнит (Lead Magnet)","Бесплатный полезный материал, который отдают в обмен на контактные данные потенциального клиента.","Lead Magnet",{"id":13,"slug":143,"hex":105,"icon":17,"order":13,"translations":871},{"ru":872},{"title":146,"description":147},[874,877,880],{"id":174,"slug":263,"kind":263,"hex":136,"order":264,"translations":875},{"ru":876},{"title":267},{"id":30,"slug":208,"kind":209,"hex":105,"order":210,"translations":878},{"ru":879},{"title":213},{"id":297,"slug":298,"kind":209,"hex":299,"order":300,"translations":881},{"ru":882},{"title":303},"Л","2026-04-25T22:42:23.121905+03:00",false]