Glossary
Plain definitions of the terms used in Tacity and in customer meeting preparation, from customer twin and first read to buying committee, QBR and track record.
Updated 7 November 2026
- Customer twin
- A simulation of one person at a customer, such as their CFO, built only from evidence about them and set in their company’s situation. It is not the person, and its readings can be wrong.
- General twin
- A twin of a typical person in a role and market, such as a sceptical CFO at a mid-sized 3PL, used for practice before you have customer data.
- Composite twin
- A simulation of a role grounded in real people in that role, used in panels to test decks, pages and prototypes. It represents no single individual.
- First read
- A twin built when there’s nothing in the person’s own words yet, from their role, company and people like them. Every point is marked a guess.
- Known from meetings
- A twin built from meetings with your team: calls and notes.
- Known from their words
- A twin built from the person’s own words, in calls, email, talks or writing.
- Sure, Likely, Guess
- How strongly each point in a twin is supported: Sure by strong, independent evidence; Likely by some evidence, such as one meeting; Guess by inference or what’s typical for the role.
- Coverage
- How much of a twin has evidence behind it, weighted towards how the person decides, with the gaps named.
- Evidence strength
- Strong, Mixed or Weak, with the reason: how much is in the person’s own words, how recent it is, and whether it contradicts itself.
- Track record
- How many of a twin’s predictions real meetings have checked, and how many came true.
- Buying committee
- The people at a customer who shape a purchase or renewal: the economic buyer, operational leaders, IT or security, procurement and a champion.
- Economic buyer
- The person who controls the budget for a purchase, often the CFO or a business-unit head.
- QBR
- Quarterly business review: a regular meeting to review results against goals and agree next steps, often ahead of a renewal.
- Renewal risk
- The chance a customer won’t renew, judged from evidence such as missed targets, budget pressure or a new decision-maker.
- Debrief
- The review after a real meeting: what happened, which predictions came true, and the follow-up.
Practise your next meeting with the people in it.
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