Glossary

Every term we use on this site, defined once, in plain English – so a word means the same thing on every page. In alphabetical order.

Salty twists through tangled data and comes out holding the leads.

Bad row

A row that is wrong: an address that hard-bounces on your first send, or a record that plainly doesn't match your approved spec. Bad rows are replaced free – send us the bounce report or flag the rows and we rebuild them.

Bounce

An email that comes back undeliverable. A hard bounce on your first send makes that row a bad row, and bad rows are replaced free. It's also why we never guess addresses – zero pattern-guessed emails, ever.

Checkpoint (25-row)

The first 25 rows of your actual build, sent for your approval before the rest of the list is completed. It's how you judge the build before it finishes – not a sample, the real first rows.

Confidence label

The grade on every row – HIGH, MEDIUM, or LOW – set when the row is verified at build time. It says how strongly the published evidence supports the record; conflicts are flagged, never smoothed over.

Cost per verified contact

The headline metric for Lead Supply: what an engagement costs divided by the verified contacts it delivered. It's the number a First List and every supply retainer are judged on, trended monthly on retainers.

Decision-maker

The person at a company who can say yes to what you sell – the titles named in your spec. Our lists are built to reach decision-makers, not generic inboxes.

Estimate [ESTIMATE]

A figure we modeled rather than measured. Wherever a modeled number appears on this site it is labeled [ESTIMATE] right next to the number – measured figures are stated plainly, and outside figures carry their source.

Firmographics

The company-level facts carried on each record – industry, employee count, location, website – as opposed to the person's name, title, and email. Part of every delivered file.

First List

The first paid step: 150 verified contacts built to your approved spec, $249 flat. Builds start Mondays, delivery is within 5 business days of spec approval, and bad rows are replaced free.

Founding price-lock

The promise to anyone who joins the waitlist before a product launches: when paid plans open, you pay the launch price, locked for 12 months from your first paid month – even if the public price rises in the meantime. One lock per person or business, and if the public price ever drops, you get the lower price automatically.

Guarantee posture

No results are guaranteed – not meetings, not replies, not sales. What we stand behind is the data and the process: spec approved before build, verified at build time, bad rows replaced free.

Headline metric

The one number an engagement is judged on, named in the spec and agreed in writing before work starts. Depending on the line it's cost per verified contact, cost per reply, hours returned, pipeline created per dollar, or a data-health delta.

ICP (Ideal Customer Profile)

The precise description of the companies and decision-makers who become your best customers – industry, size, geography, and the titles that buy. It's the second half of our name, and the profile every list is built to.

Lead Supply

Our flagship line: custom verified decision-maker lists built to a written spec you approve first. Delivered as a clean file in your format – white-label for agencies, territory supply for MSPs – and refreshed monthly on retainer.

Pilot

A limited first run of something before its full launch. On this site it means the Setter Marketplace's first opening – spec complete, and gated until the entity, payments, and terms are in place.

Refresh

The scheduled rebuild of a list or territory so records that went stale are replaced with current ones. Retainers refresh prior drops monthly; an MSP territory gets a full-territory refresh quarterly. Bad rows on any refresh are replaced free.

ROI Report

The report that closes every engagement: what it cost, what it produced, what it returned – measured against the headline metric in your spec. Its inputs are labeled, measured by us or reported by you, and your numbers are never published or folded into our marketing.

Scoped Engagements

Custom work that doesn't fit a listed offer, defined in writing before it starts: written scope, fixed price agreed before build, spec approved before work begins. Published rate anchors: $490 minimum engagement, $600 day-rate anchor.

Setter

An independent person who books meetings for a business – not R.O.I.C.P. staff. Our own services never book meetings; setters belong to the Setter Marketplace, a separate commerce experiment where independent setters will list their services.

Spec

The written description of exactly who you want to reach – your ICP, the titles that buy, geography, size – plus the headline metric the engagement will be judged on. We draft it, you approve it in writing, and nothing builds before approval.

Spec & Market Report

The free first step: your ICP drafted in writing, plus an honest count of how many verified matches exist, by segment and confidence. No card, no obligation – the report is yours either way.

Territory (MSP Territory)

One metro area supplied to one MSP at a time: 500–750 fresh contacts a month, a quarterly full-territory refresh, and metro exclusivity in writing while the retainer is live.

Trigger event

A public change at a company – a leadership change, an expansion, an acquisition – that makes it a better moment to reach out. Our research line watches for them, and some retainers include trigger-event notes with each drop.

Verified contact

A contact record checked at build time against sources the company itself publishes – title currency, company fit, email validity – and shipped with a confidence label. Zero pattern-guessed emails, ever. It's the unit our headline metric counts.

Waitlist

The queue for anything not yet open: join it and you're in line, with no charge and no obligation. While checkout is closed, the Spec & Market Report queue is the waitlist – your payment link arrives the day checkout opens, and founding members lock the launch price.

White-label

Delivered unbranded, in your format, so an agency can present the work as its own. The Supply Retainer is white-label: 1,500 verified contacts a month across your campaigns.