Glossary

Education + ABM terms used across this knowledge tree.

ABM terms

ABM (Account-Based Marketing) — targeting a defined set of named accounts as “markets of one,” rather than broad lead generation. Here: regionally-clustered strategic ABM on K-12 districts.
1:1 / 1:few / 1:many — degrees of personalization. This program is strategic but clustered (between 1:1 and 1:few, grouped by region).
Land-and-expand — win a small foothold (a school), then grow within the account (district-wide).
Peer halo — using a flagship/reference account to attract similar nearby accounts.
Multi-threading — building relationships with multiple stakeholders inside one account; here it’s an explicit KPI (relationship depth).
Buying committee — the set of people who influence/approve a purchase (here: superintendent(s), board, C&I/PD leaders, principals, coaches/teachers).
Trigger / intent signal — an event indicating an account is ready to buy (new leadership, planning cycle, outcome-data drop).
Economic buyer — who controls budget and signs (here: superintendent(s) + school board).

District — the local administrative unit running multiple schools; the primary account.
Superintendent — district CEO; Assistant/Associate Superintendent often owns a domain (e.g., Curriculum & Instruction).
C&I / Teaching & Learning — Curriculum & Instruction; the academic-program function; likely champion home.
PD / Professional Learning — professional development for teachers; Inspired’s core service.
School board — elected body that approves budgets/contracts; both an approval gate and a presentation channel here.
Instructional coach — supports teachers in applying strategies; key adoption driver.
Strategic plan — multi-year district plan; refresh cycles are a buying trigger.
ESA — Educational Service Agency; regional body that can enable cooperative purchasing.
Cooperative / piggyback contract — buying via an existing awarded contract to avoid a full RFP.
Title funds / grants — federal/state funding streams (e.g., Title II for PD) that often pay for purchases; their cycles drive timing.
RFP — Request for Proposal; formal competitive procurement.
Sole-source — purchasing without competitive bid when a vendor is uniquely qualified.

Applied-learning platform — the sibling product (inspired-applied-learning) that measures behavioral change / strategy application after PD; a potential source of outcome data and a differentiator.
Inspired Instruction — the client; education company selling PD + instructional coaching.