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Glossary
Plain-English definitions for operators. Each term is written to be extractable by answer engines: a short definition first, then deeper context and links into real implementation examples.
AEO
Answer Engine Optimisation (AEO) is the practice of structuring content so AI-powered search engines (ChatGPT, Perplexity, Google AI Overviews) can extract, understand, and cite it. AEO prioritises factual density, structured data, and direct answers.
AI Agent
An AI agent is an autonomous software system that uses large language models to perceive its environment, make decisions, and take actions to achieve goals. Unlike chatbots, agents can execute multi-step workflows, use tools, and learn from feedback.
Automation ROI
Automation ROI measures the return on investment from workflow automation projects. Calculated by comparing time/cost savings against implementation costs, it typically considers labour hours saved, error reduction, and speed improvements.
CRM Rescue
CRM rescue is the process of diagnosing and fixing failed or underperforming CRM implementations. Common issues include poor data quality, low user adoption, broken integrations, and misaligned workflows that prevent the CRM from delivering expected ROI.
Fractional CTO
A fractional CTO is a part-time chief technology officer who provides senior technical leadership to businesses without the cost of a full-time executive hire. Typically engaged for 1-3 days per week, they set technology strategy, manage vendors, and guide development teams.
HubSpot
HubSpot is a CRM and marketing automation platform used by SMEs and mid-market businesses. It offers marketing, sales, and service hubs with native integrations, making it a popular choice for businesses wanting an all-in-one revenue platform.
ISR
Incremental Static Regeneration (ISR) is a Next.js feature that allows static pages to be updated after deployment without rebuilding the entire site. Pages regenerate in the background when requested after a specified revalidation period.
MCP
Model Context Protocol (MCP) is an open standard that enables AI models to connect securely with external data sources and tools. Developed by Anthropic, MCP provides a universal interface for AI applications to access business systems, databases, and APIs.
No-Code Platform
A no-code platform enables users to build applications, automations, and workflows using visual interfaces instead of traditional programming. Platforms like Xano, Webflow, and Make allow non-developers to create sophisticated business tools.
RevOps
Revenue Operations (RevOps) is the strategic integration of sales, marketing, and customer success operations to drive efficient revenue growth. It unifies data, processes, and technology across the customer lifecycle to eliminate silos and improve forecasting.
Tech Stack
A tech stack is the combination of technologies, platforms, and tools a business uses to build and run its operations. For SMEs, this typically includes CRM, accounting, ecommerce, communication, and automation tools that integrate together.
Xano
Xano is a no-code backend platform that enables developers and technical teams to build scalable APIs, databases, and business logic without writing server-side code. It's particularly suited for building custom applications and integrations.
Related resources
Move from definitions into proof, implementation guides, and service routes.
Expert
Nick Hugh
Nick Hugh, AI Expert & Fractional CTO at Marshall Tech, Sydney
Updated 9 Apr 2026
Open resourceCase study
Adapt Health: Fractional CTO & AI Integration
Adapt Health needed senior technical leadership to guide new product development and integrate AI and automation into their health technology platform. Marshall Tech provided fractional CTO services, architecting new features, building custom AI workflows, and establishing technical processes that allowed the team to scale efficiently.
Updated 26 Feb 2026
Open resourceCase study
UNDR CTRL: Simplifying the Platform & Bringing It In-House
UNDR CTRL needed a partner to help simplify their existing platform, build out some new features, and move away from their previous development provider. Marshall Tech worked closely with the team over several months to tidy up the codebase, ship new functionality, and hand over a cleaner, more manageable product.
Updated 21 Mar 2026
Open resourceInsight
RevOps Explained: What Revenue Operations Actually Means for Your Business
Revenue Operations (RevOps) aligns sales, marketing, and customer success under a single operational framework. The goal is eliminating data silos, automating handoffs, and creating a single source of truth for revenue metrics. Companies with mature RevOps see 10–20% faster revenue growth and 30% lower customer acquisition costs.
Updated 26 Feb 2026
Open resourceInsight
Platform Migration Checklist: How to Switch Without Downtime
A successful platform migration requires four phases: discovery (2 weeks), parallel build (4–8 weeks), controlled cutover (1 week), and stabilisation (2 weeks). The key to zero-downtime migration is running both systems in parallel, with a rollback plan at every stage. Most migration failures come from skipping the parallel phase.
Updated 26 Feb 2026
Open resourceInsight
AEO Explained: Answer Engine Optimisation for Business Websites
Answer Engine Optimisation (AEO) is the practice of structuring website content so AI answer engines (ChatGPT, Perplexity, Google AI Overviews) can extract, attribute, and cite your business accurately. Unlike traditional SEO which targets search rankings, AEO targets being the source that AI cites when answering questions about your industry.
Updated 26 Feb 2026
Open resource