Glossary

Sales enablement glossary

Plain definitions of the words we use for plays, customer stories and lift. Each entry opens with a one-sentence answer, then shows the idea at work in a sample team’s deals.

Adrata Research · Reviewed by Colin Stewart, CRO · Updated Nov 11, 2026

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Plays and stories

Play: One move a top rep makes at one moment in a deal, written so every rep can use it.; Read →
Customer story: One customer like the buyer, the moment it broke and what changed, told in under a minute.; Read →
Story bank: Your team’s customer stories, tagged by moment, buyer and result, so any rep can find the right one.; Read →
Win story: How one deal was won, told by the rep who won it, with the calls and emails behind it.; Read →
Moment: The point in a deal where a play applies, like a first call, a second stakeholder or a follow-up.; Read →

Measuring lift

Win rate: Deals won divided by deals decided, won or lost, over the same period.; Read →
Lift: How much higher the win rate is when reps use a play, compared with similar deals where they didn’t.; Read →
Adjusted lift: Lift after accounting for deal size, segment and rep tenure, so a strong territory doesn’t get the credit.; Read →
Early read: A result from fewer deals than we’d like. We still show it, and we label it.; Read →
Learnable gap: The part of the gap between your top reps and the rest that comes from moves, not accounts or luck.; Read →

Rolling out plays

Measured play: A play rolled out so you can see whether it changed win rate, not only whether reps used it.; Read →
Wave rollout: Teaching a play to one group of reps first and the next group later, so you can see what changed.; Read →
Readout: A short report on what your best reps do differently and which plays lifted win rate.; Read →
Approval: Enablement’s sign-off before a play reaches reps. Nothing goes out without it.; Read →

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