Glossary

    Glossary

    Plain definitions of the terms you'll run into when working with Axon.

    Core terms

    ICP (ideal customer profile)

    The must-haves, exclusions and fit signals that describe the companies most likely to get value from your product. Axon writes your ICP down in a set structure during setup, and you can refine it over time. Some teams keep more than one ICP profile, for example for different markets or sales motions.

    Buyer profile

    The ICP for people rather than companies. It describes the roles and traits of the contacts you want to reach at a good-fit company.

    Segment

    A size or deal-potential grouping for a company, such as SMB, mid-market or enterprise. It is separate from ICP. A company can be a strong ICP fit in any segment, and teams often use segment to decide routing and outreach.

    Example: A small brand can be a great fit and still sit in the SMB segment.

    ICP fit score

    A score on a 0–100 scale showing how closely a company matches your ICP, with the reasons behind it. It measures fit only, not company size or buying timing. Size is covered by segment.

    Enrichment

    Filling in missing company or contact data from a data provider and writing it to your CRM. Axon keeps it targeted, for example only relevant buyer contacts, rather than enriching everything.

    Root-domain dedupe

    Before Axon adds a company, it checks the company's root domain (e.g. example.com) against your CRM. If there's a match, the CRM record wins and no duplicate is created.

    Labels

    Fields Axon sets on companies it creates or evaluates in HubSpot, such as ICP and segment. They let you filter, report and route on them.

    Record source

    Where a record came from. It's tracked for the whole record, not for each field.

    Duplicates

    Two or more CRM records for the same company or contact. Axon finds them using matching rules and picks a primary record to keep using a stated rule, for example lifecycle stage, record source or create date.

    Association fixes

    Corrections to how records link to each other, such as a contact on the wrong company, a contact linked to several companies, or a deal with no company.

    Actions screen

    The page in the Axon portal where suggested fixes are listed and logged. You can filter them by issue type, ICP profile, segment or fit score. Org admins can apply fixes in bulk from here, and changes are written directly to your CRM.

    CRM scan

    A check of your live CRM for duplicates, missing fields, missing companies or contacts, and broken associations, tied back to ICP fit and segment.

    Actions screen concepts

    Problem type

    The broad kind of issue Axon found on a record, such as missing data, a duplicate or a broken link. It decides which tab the issue appears under and how it gets fixed.

    Problem tag

    The specific check that flagged the issue, such as "contact has no company" or "owner is deactivated". It's more detailed than problem type, and it's what the Overview groups opportunities by.

    Object typecompanycontactdeal

    The kind of CRM record the issue is on.

    Record typefixlabelenrichment

    What Axon proposes to do. A fix corrects a problem, a label writes an Axon field like ICP or fit score, and an enrichment adds data from a provider.

    Field

    The CRM property the issue is about.

    Current value vs suggested value

    What's in your CRM now, and what Axon proposes instead.

    Suggested action

    The kind of change proposed, such as add, modify, delete (merge) or follow up.

    Confidence

    Shown on duplicates. How sure Axon is that the records are the same.

    Match reason

    Shown on duplicates. Which fields the records matched on.

    Notes

    A plain-English explanation of why the record was flagged.

    Problem types

    Missingmissing

    A field that should be filled in is blank. Fixed by filling in the value.

    Accuracyaccuracy

    A field looks wrong or out of date, or an Axon label in your CRM no longer matches Axon's latest evaluation. Fixed by updating the value.

    Duplicateduplicate

    Two or more records for the same company, contact or deal. Fixed by merging into one primary record.

    Associationassociation

    A record is linked to the wrong record, or is missing a link. Fixed by adding, changing or removing the link.

    Missing companymissing_tam

    A company that matches your ICP but isn't in your CRM yet. Fixed by creating the company.

    Missing contactmissing_tam_contact

    A buyer at a target company who isn't in your CRM yet. Fixed by creating the contact.

    Stalestale

    A record that needs attention because it's gone quiet. Fixed by following up, not by editing data.

    Problem tags

    Missing data

    Missing required fieldmissing_required_field

    One or more fields your team marked as required are blank. All blanks on a record are filled in one fix.

    Duplicates

    Company duplicatecompany_duplicate

    Companies that share a root domain, a normalized company name, or a LinkedIn page.

    Contact duplicatecontact_duplicate

    Contacts that share an email address, a LinkedIn URL, or the same name at the same company.

    Deal duplicatedeal_duplicate

    More than one open deal for the same company in the same pipeline and stage.

    Associations

    Contact orphanedcontact_orphaned

    The contact isn't linked to any company. Axon suggests a company whose domain matches the contact's email, when there is one.

    Contact domain mismatchcontact_domain_mismatch

    None of the contact's companies match their email domain. Axon suggests the matching company. Personal email addresses are skipped.

    Contact multiple companiescontact_multiple_companies

    The contact is linked to more than one company. Axon keeps the one matching their email domain and suggests removing the rest.

    Contact no longer at companycontact_no_longer_at_company

    A data provider shows the contact now works at a different company. Axon suggests re-linking them.

    Company missing contactscompany_missing_contacts

    The company has no linked contacts with a work email on its domain. Axon suggests matching contacts already in your CRM.

    Company missing closed-won dealcompany_missing_closed_won_deal

    The company is marked as a customer but has no closed-won deal linked.

    Deal missing companydeal_missing_company

    The deal isn't linked to a company.

    Deal missing contactsdeal_missing_contacts

    The deal isn't linked to any contacts.

    Accuracy

    Company field accuracycompany_field_accuracy

    A company field doesn't match trusted company data from Store Leads, such as address or country.

    Contact field accuracycontact_field_accuracy

    A contact field looks incorrect based on Axon's contact checks.

    Deal field accuracydeal_field_accuracy

    A deal field looks incorrect based on Axon's deal checks.

    Contact bounced emailcontact_bounced_email

    The contact's email is invalid or undeliverable. Axon suggests a current email when a data provider has one.

    Contact marketing overspendcontact_marketing_overspend

    The contact is set as a marketing contact but has no email, an invalid or generic email (like info@), or isn't at an ICP or customer company. Axon suggests removing marketing status.

    Owners

    Deactivated ownercompany_deactivated_ownercontact_deactivated_ownerdeal_deactivated_owner

    The record is owned by a deactivated user and should be reassigned.

    Contact company owner mismatchcontact_company_owner_mismatch

    The contact has a different owner than its company. Axon suggests the company's owner.

    Stale

    Company stalecompany_stale

    An ICP company that isn't a customer and hasn't been contacted in more than 90 days.

    Contact stalecontact_stale

    A contact at an ICP company that isn't a customer, not contacted in more than 120 days.

    Deal staledeal_stale

    An open deal that's gone quiet, such as a close date that's passed or is missing, or no recent activity with nothing scheduled.

    Missing from CRM

    Company missing from CRMcompany_missing_from_crm

    A company that matches your ICP isn't in your CRM.

    Contact missing from CRMcontact_missing_from_crm

    A buyer contact at a target company isn't in your CRM.

    Axon field sync

    Company and contact Axon field synccompany_axon_field_synccontact_axon_field_sync

    Axon's fields in your CRM (like ICP, fit score or buyer score) are out of date with the latest evaluation, and Axon will update them.

    How your profile maps to HubSpot properties

    Your ICP profile and buyer profiles aren't mapped field by field. Each profile goes into one evaluation, and that evaluation writes several properties in HubSpot. A few other properties are set by rules agreed during setup.

    Company properties from your ICP profile

    Axon ICP axon_icpYes/No
    Whether the company matches your ICP.
    Axon Fit Score axon_fit_scoreNumber, 0–100
    How closely the company matches your ICP.
    Axon Fit Description axon_fit_descriptionText
    Why the company does or doesn't fit.
    Axon Fit Message axon_fit_messageText
    A short fit summary.
    Axon Vertical axon_verticalText
    The company's vertical.
    Competitors axon_competitorsText
    Competitors found during evaluation.
    Partners axon_partnersText
    Partners found during evaluation.
    Axon ICP Profile axon_icp_profileText
    Which ICP profile produced these values.
    Axon Best Buyer axon_best_buyerText
    The top buyer at the company, from your buyer profile.
    Axon Last Updated At axon_last_updated_atDate/time
    When Axon last evaluated the company.

    Contact properties from your buyer profile

    Axon Buyer axon_buyerYes/No
    Whether the contact matches your buyer profile.
    Axon Buyer Score axon_buyer_scoreNumber
    How closely the contact matches.
    Axon Buyer Reasoning axon_buyer_reasoningText
    Why the contact does or doesn't match.
    Axon Blurb axon_blurbText
    A short summary of the contact.
    Axon Role Category axon_role_categoryText
    The contact's role category.
    Axon Buyer Profile axon_buyer_profileText
    Which buyer profile produced these values.
    Axon Last Updated At axon_last_updated_atDate/time
    When Axon last evaluated the contact.

    Properties set by rules agreed during setup

    Axon Segment axon_segmentText
    The company's size segment.
    Axon TAM axon_tamYes/No
    Whether the company is in your target market.
    Axon Customer axon_customerYes/No
    Whether the company meets your definition of a customer.
    Axon Expected Revenue axon_expected_revenueNumber
    Expected deal size based on segment.