(ACV) Annual Contract ValueThe subscription contract value between an ISV and an end customer. Example: If a customer signs a 5-year contract for a total of $50,000, the ACV for the would be $10,000 per year.

(AOV) Annual Order ValueMeasures the average total of every order placed over a period of time. The formula for calculating AOV is Revenue divided by Number of Orders. It is important to remember that AOV is calculated as sales per order, not sales per customer.

ApexAn object-oriented programming language created by Salesforce that runs on the Lightning Platform. It specifically allows developers to execute flow and transaction control statements on Salesforce servers in conjunction with Calls to the API.

Appshort for application – A collection of Salesforce Custom Objects, Triggers, Workflows, UX, and Lightning components that are built and designed to address a specific business need. An app can be made available for others to use via the AppExchange. (See Managed Package)

AppExchangeThe leading app ecosystem for commercial grade applications for enterprise customers. Apps on the AppExchange extend the functionality and power of Salesforce.

AppExchange Security ReviewThe process of submitting your App for review by Salesforce where your code and architecture are reviewed to ensure your App is built to the latest security standards and best practices. This is one of the most important steps to pass before have your app listed on the AppExchange.

(API) Application Programming InterfaceThe interface between a computer system, library, or application to allow other programs to request services and exchange data.


(BDR) Business Development RepresentativeA sales role that is responsible for seeking out and building new businesses for the company.


Chatter – A enterprise communication hub and social network for Salesforce. Chatter allows employees to connect and share knowledge and files across an organization.

(CLI) Command Line Interface – A user interface in which commands are issued in the form of successive lines of text (command lines) to control a computer program.

Commerce Cloud – Tools specifically for shopping experiences that unify mobile, social, web, and store while combining predictive intelligence.

Connector – A license type supporting a lightweight application connecting into a composite solution. Allows you to get the conversation going with Salesforce while letting customers connect to your composite solution.

Composite Solution – An App created by an ISV that combines the Salesforce Lightning platform with an off-platform solution to provide a combined solution to end-users of Salesforce customers.


Dashboard Shows data from a number of source reports as visual components (charts, tables, gauges, etc.). Dashboards typically are customizable to show KPIs and Outcomes for a quick snapshot of an organization or Application within a Salesforce Org. Each Salesforce Dashboard can have up to 20 components.

Deal PackageEach ISV Partner who wants to build an App on the Salesforce Platform will need to create a Deal Package with the Salesforce ISV Partner team. A Deal Package documents what your Application does and what Salesforce Technology your App leverages. A Deal Package is the foundational step for your App to be properly licensed and approved by the Salesforce ISV partner team so that you can distribute your application to end customers.

DependencyA relationship where one object’s existence is dependent on another. Salesforce has a number of dependencies including mandatory fields, dependent objects (parent-child), file inclusions, and ordering dependencies.


External Data SourceA specification on how to access an external system. Salesforce Connect uses external data sources to access data that’s stored outside your Salesforce organization. Files Connect uses external data sources to access third-party content systems. External data sources have associated external objects, which your users and the Lightning Platform use to interact with the external data and content.


Feature LicenseAllows a user to access an additional feature that is not included with their user license.

Field Service LightningA Salesforce Application that is designed specifically to meet the needs of end-customers who have Field Service as a function within their business. Example: Field Service Lightning is an Application that a refrigerator repair company would use to manage their Field Service technicians and the services they perform for their end customers while repairing refrigerators.


GroupA set of users. Groups can contain individual users, other groups, or the users in a role.


Heroku – A container-based cloud Platform as a Service. Developers use Heroku to deploy, manage, and scale apps


ID – Typically refers to Salesforce Record ID, which is a unique 15- or 18-character alphanumeric string that identifies a single record in Salesforce.
IdeaExchange – A forum where Salesforce customers can suggest new product concepts, promote favorite enhancements, interact with product managers and other customers, and preview what Salesforce is planning to deliver in future releases.

(ISV) Independent Software Vendor – A product partner that builds an application on the Salesforce platform.Instance – The cluster of software and hardware represented as a single logical server that hosts an organization’s data and runs their applications. The Lightning Platform runs on multiple instances, but data for any single organization is always stored on a single instance.

ISVforce – A license type for an App where the App is technically dependent on Sales Cloud or Service Cloud objects for the App to function. Because of this technical dependency, ISVforce Apps can only sell their application to existing Sales Cloud or Service Cloud customers.


(JSON) JavaScript Object Notation – A programming language that is the syntax for storing and exchanging data. For data being exchanged between a browser and a server, that data can only be text. JSON can convert any JavaScript object into text to be sent to the server. And the converse is true where the text can be converted to JavaScript objects.

(JSON) JavaScript Object NotationA programming language that is the syntax for storing and exchanging data. For data being exchanged between a browser and a server, that data can only be text. JSON can convert any JavaScript object into text to be sent to the server. And the converse is true where the text can be converted to JavaScript objects.


(LMA) License Management ApplicationAn App provided by the Salesforce ISV team that enables each ISV to control the number of users who have access to their ISV App on a per customer basis. Example: The LMA allows the ISV grant access to 100 users in one Salesforce customer’s Org and 1,000 users in another Salesforce Org.

(LMO) License Management OrganizationA Salesforce organization that you use to track users who install your package. A License Management Organization must have the License Management Application installed. It automatically receives notifications when your package is installed or uninstalled so that you can easily notify users of upgrades.

Lightning App BuilderThe culmination of all things Lightning. It allows the Admin to pull together all of the pieces into an app with little or no development time, building custom pages for Lightning Experience quickly with point-and-click tools. Admins can install components from the AppExchange, and then drag and drop them onto a Lightning page. The Lightning App Builder also gives Admins ways to configure components as needed.

Lightning BoltA framework for deploying communities and portals faster. Now, you can leverage Lightning Components to build Bolt solutions that have deep business logic and workflow built-in, including e-commerce, recommendation engines, case management, and more, all with drag and drop ease.

Lightning ComponentsSelf-contained units of code that are responsive and reusable building blocks for making apps and pages. Lightning Components can be as small as individual widgets or full pages of functionality.

Lightning ConsoleA reimagined Service Cloud Console that aims to maximize agent productivity and customer experience. It provides agents with a 360 degree view into cases with milestones, entitlements, response time dashboards, and knowledge articles to help resolve cases.

(SLDS) Lightning Design SystemSalesforce provided tools to develop UIs that look and operate like the native Salesforce system. It is a CSS framework that is a collection of design patterns, components, and guidelines to reduce development time and help with aesthetic consistency.

Lightning DialerAn out-of-the-box solution enabling voice calls directly within Sales Cloud. Users can call customers, receive calls, automatically log calls, and take notes all within the platform.
Lightning Enterprise – Deeply customizable CRM edition of the Sales Cloud.

Lightning EssentialsThe lowest and smallest edition of Salesforce. Essentials has a limit of up to 5 users.

Lightning ExperienceThe latest redesign of the Salesforce UI experience that replaces Aloha. It includes new features and enhancements to improve user productivity and navigation.

Lightning LockerServiceEnforces security into Single Page Applications built using Lightning components. Locker uses browser CSP (Content Security Policy) to prevent a web page against cross-site scripting (XSS), clickjacking and other code injection attacks resulting from execution of malicious content in the trusted web page context.

Lightning OutA feature in Lightning where you can take components built inside Salesforce to an external system. Whether you are running a node or a Sharepoint application, you can reuse the components you have built for Community or App Cloud and have it running outside the platform. Render your Lightning Components inside Visualforce pages using Lightning Out technology.

Lightning ProcessA rebranding of Process Builder and Flows. The Process Builder is a workflow tool that helps you easily automate your business processes by providing a powerful and user-friendly graphical representation of your process as you build it – all without coding.

Lightning ProfessionalA complete CRM for any size with limited customization.

Lightning Unlimited – A Fully customizable with unlimited support of Salesforce Lightning.


Managed PackageA collection of IP protected application components that may be posted as a unit on the AppExchange by an ISV. In short, it is typically referred to as your app and it is important to note that to support upgrades, a package must be a Managed.

Marketing CloudA Salesforce Cloud designed for intelligent marketing for email, mobile, social, digital advertising, and DMP.


Navigator ProgramSalesforce’s way of classifying and ranking partners based on various technologies, industries, and specialties. Navigator rankings in order from lowest to highest: Certified, Certified Navigator, Specialist Navigator, and Master Navigator.


ObjectObjects represent database tables, their security and access permissions, page layouts, and more. Salesforce includes native objects such as Account, Lead, Contact, and Opportunity. You can also create custom objects to represent your own data model.

Org – Short for Salesforce OrganizationAn org is the space provided to an individual customer of Salesforce (including the defined set of licensed users). Your org includes all your data and applications and is separate from all other orgs.

(OEM) Original Equipment ManufacturerA license type that allows your App to work with Sales Cloud and Service Cloud, but also allows you to service net-new customers or users not already on the Salesforce platform. An OEM license grant allows an ISV to sell their App to an end-customer first and then Salesforce can then sell Sales Cloud or Service Cloud into that org.

(OEM+) OEM PlusAllows the ISV App to can create N number of custom objects beyond the objects the ISV built within their managed package. This license grant allows the ISV to enhance their App beyond its intended use to meet the needs of each customer on a per deployment basis. It is typically a restricted license grant for net-new org deployments only and the objects must work with and have dependencies to the ISV App.


PackageA group of Lightning Platform components and applications that are made available to other organizations through the AppExchange. Packages are used to bundle an app along with any related components so that you can upload them to the AppExchange together.

Package DependencyIs created when one component references another component, permission, or preference that is required for the component to be valid.

Package VersionA number that identifies the set of components uploaded in a package. The standard format for versioning is majorNumber.minorNumber.patchNumber (3.4.1). The major and minor numbers increase to a chosen value during every major release. The patch number is generated and updated only for a patch release.

PardotA Salesforce Application designed to help with B2B marketing automation and lead nurturing.

(PAM) Partner Account ManagerA PAM is the primary contact you work with as an ISV Partner to help you navigate and understand Salesforce and the requirements for building and licensing your App. Learn more here.

Partner CommunityConnects Salesforce customers, partners, product specialists, and employees to answer questions and share new ideas.

(PPS) Partner Premier SupportA paid service offered by Salesforce ISV team that helps ISVs manage support cases for their App.

(PSM) Partner Success ManagerYou representative for Partner Premier Support at Salesforce when you pay for Partner Premier Support.

(PNR) Percentage of Net RevenueAlso known as revenue share. The Salesforce revenue model assigned to your App within your license distribution agreement.

(PAAS) Platform as a ServiceAn environment where developers use programming tools offered by a service provider to create applications and deploy them in a cloud. The application is hosted as a service and provided to customers via the internet. The vendor typically provides an API for creating and extending specialized applications.

(PDO) Product Development Organization / OutsourcerA consulting partner that focuses on building commercial applications on the Salesforce AppExchange. A PDO has very specific technical skills and must maintain a certain level of client satisfaction and number of projects completed. Fun fact: CodeScience was the first PDO and is the only PDO to achieve Master Navigator status.


(QE) Quality EngineersA CodeScience role that is focused on the quality of the product being developed. They focus on documenting issues, bugs, and negative testing — all while continually evaluating quality best practices.

QuipA Salesforce product to create documents, spreadsheets, and checklists with live Salesforce data.


Sales CloudA Salesforce App that companies use for CRM capabilities that enables them to manage their sales process. Sales Cloud includes: Account and Contact Management, Opportunity Management, Lead Management, Sales Data, and Sales Forecasting.

Sales Cloud EinsteinPredictive AI platform for the sales cloud for scoring, insight, automation, and forecasting.

SalesforceSalesforce is an online solution for customer relationship management or CRM. It gives all your departments — including marketing, sales, commerce, and service — a shared view of your customers with one integrated CRM platform. *Definition provided by Salesforce

Salesforce ConsoleDesigned for users in fast-paced environments who need to find, update, and create records quickly.

Salesforce (DMP) Data Management PlatformBringing together data across a variety of sources to capture consumer data, segment audiences, and reach your customers.

(SOQL) Salesforce Object Query LanguageA programming language to search your organization’s Salesforce data for specific information. It is the equivalent of using a SELECT SQL statement and searches the org database.

(SOSL) Salesforce Object Search LanguageA programmatic way of performing a text-based search against the search index.

Sandbox – A nearly identical copy of a Salesforce production organization for development, testing, and training.

Service CloudA Salesforce App used by end-customers to manage Customer Support and call centers. Service Cloud enables support via phone, email, chat, and SMS.

(SaaS) Software as a ServiceA software distribution model in which a third-party provider hosts applications and makes them available to customers over the internet.

SyncRefers to transferring and merging your data within Salesforce or between Salesforce and an application.

(SI) Systems IntegratorA Salesforce consulting partner that specializes in configuring or optimizing your Salesforce environment. Typically they work on data migrations, one-off customizations, or providing technology strategies.

Success CommunityA place where Salesforce users connect with the community to share ideas, learn, and get inspired.


(TE) Technical EvangelistThe Technical Evangelist is a Salesforce role that works with your PAM to you determine what technology of Salesforce you will leverage in your App. Their role is to synthesize the information about your App in your Deal Package so that your PAM can get your App approved and licensed for distribution to end customers. Learn more here.

TrialforceAllows you to offer a free trial of your app from the AppExchange. Each time a trial is requested, Trialforce creates a lead in your Salesforce production Org.

Technical ReviewA collection of documents and surveys a TE uses to understand your application and what Salesforce technology it leverages to function.

TrailheadThe platform for Salesforce users to learn the Salesforce platform, product positioning, product support, and how to market your app.


(UX) User ExperienceThe process of enhancing engagement by improving the usability, ease of use, and the actual enjoyment provided in the interaction between the customer and the product.

(UI) User InterfaceThe actual interface a customer uses to engage and interact with your application.


Visualforce – A tag-based markup language that allows developers to define custom pages and components for apps built on the platform.