Insights · Glossary
Glossary: AI, HI and B2B growth explained briefly.
What is AI, what is HI, and what does AHI mean? Here are the terms that keep coming up around B2B growth, marketing leadership and AI. Briefly explained, with a link to the full page where there is one.
AI basics
AI (artificial intelligence)
Software that recognises patterns in data and turns them into predictions, text, images or suggested decisions. In marketing that mostly means faster research, sorting, analysis and writing.
HI (human intelligence)
Human judgement: experience, context, accountability and a feel for people. HI decides what the AI suggests and answers for it.
AHI (artificial intelligence + human intelligence)
The principle behind THE Orange Growth: AI brings speed and data, people bring judgement and approval. Every important decision stays with a person and is documented.
Human in the loop
A way of working where a person checks, changes or rejects AI output before it turns into an action.
LLM (large language model)
A large language model like those behind ChatGPT, Claude or Gemini. It generates text but can be wrong, so it needs checking.
AI agent
An AI system that does not only answer but carries out multi-step tasks itself, such as researching, pulling data and drafting.
Decision intelligence
An approach that combines data, AI and business logic to prepare decisions, carry them out and learn from the results. Unlike classic BI dashboards, decision intelligence does not just show what happened, it suggests what to do next.
Decision intelligence layer
A decision layer on top of existing systems such as the CRM, marketing tools and financial data. At THE Orange Growth it is planned for B2B growth in mid-sized companies: AI suggests priorities with reasons, a person approves (Control).
Revenue intelligence
Software that analyses sales data such as conversations, pipeline and forecasts with AI, for example Gong or Clari. It is aimed mainly at sales teams rather than at the leadership team's overall view.
Digital twin / digital CMO
An AI copy of a person's knowledge. At THE Orange Growth it is called THE Orange Brain and answers with the marketing experience of THE Orange Guy.
Second brain
An organised knowledge base that a person and an AI can draw on at any time. THE Orange Brain holds only condensed marketing knowledge, no company data and no metrics.
EU AI Act
EU law that regulates AI by risk category. For many uses it requires transparency and human oversight.
Roles and services
CMO (chief marketing officer)
The top marketing leader of a company, responsible for brand, positioning, demand and the marketing team.
Fractional CMO
An experienced CMO who works part of the week inside the company, usually one or two days. Leadership for a limited time without a full-time hire.
Interim CMO
A CMO for a limited time, full-time or close to it, usually during a vacancy, repositioning or market entry. Takes full responsibility until the role is filled.
Fractional CCO
Sales leadership for a limited time (chief commercial officer). At THE Orange Growth often combined with the fractional CMO so marketing and sales are led together.
Growth diagnosis
The starting point at THE Orange Growth: review numbers, conversations and processes, name the bottleneck, and derive priorities and a 90-day plan.
Growth platform
Software that connects marketing, sales and communication data and derives recommendations. At THE Orange Growth with human approval (AHI).
THE Orange Triangle
THE Orange Growth's growth model: Brand, Business and Contact as three corners, with Control as the steering layer above.
Closed loop
A closed cycle: results from sales and marketing flow back and improve the next decision.
Strategy and sales
Go-to-market strategy
The plan for how an offer reaches its customers: target market, positioning, offer, channels, sales model and metrics.
ICP (ideal customer profile)
A precise description of the company that fits your offer best: industry, size, region and buying triggers.
Buying centre
Everyone involved in a B2B purchase decision, such as leadership, procurement, the business unit and IT.
Positioning
The clear answer to why customers should buy from you and not from a competitor.
Lead
A potential customer who has shown interest, for example through an enquiry or a download.
MQL and SQL
Marketing qualified lead: fits the target group and shows interest. Sales qualified lead: checked by sales and ready for a sales conversation.
Funnel
The path from first contact to a deal, shown in stages. It shows where prospects drop out.
Pipeline
All open sales opportunities with stage, value and likelihood.
Account-based marketing (ABM)
Marketing aimed at selected companies rather than a broad audience. Often more effective in B2B with long decision paths.
Sales engagement
Software and methods that help sales reach and follow up with contacts via email, phone and LinkedIn in a planned way.
CRM
Customer relationship management: the system that holds contacts, companies, conversations and sales opportunities.
Marketing automation
Software that automates recurring marketing tasks, such as email sequences or lead scoring.
Visibility
SEO (search engine optimisation)
Everything that makes a website easier to find in regular Google search: content, technology, structure and links from other sites.
GEO (generative engine optimisation)
Optimising so that AI assistants such as ChatGPT, Perplexity or Google's AI overviews read a website correctly, understand it and cite it.
llms.txt
A text file in a website's root that explains in plain language to AI systems what the company does and which pages matter.
Structured data (schema.org)
Machine-readable information in a page's code, for example about an organisation, person, service or FAQ. Search engines and AI understand facts without guessing.
Funding
Pre-seed and seed
Early funding stages of a start-up: pre-seed before a market-ready product, seed for the product and first customers.
Tranche
A part of a financing that is paid out only once an agreed goal is reached.