Struto In-context: Our Marketing Vocabulary

By Brad Harris - July 20, 2016

struto-slang-1.jpgUnsure of what “CMS” or “COS” means? How about “Dudeman”? We’ve got the perfect Struto inbound marketing vocabulary for you.

Struto is the place where dreams come true… and toasted cheese sandwiches are eaten for lunch (or snackwiches, as we call them). It’s also where we dive into inbound marketing and all of its wonderfully complex machinery.

We like to think of ourselves as a big family at Struto, which means that we’ve got a lot of personal jokes and marketing jargon that not just anyone could understand. So, we’ve decided to compile our very own Marketing Vocabulary, which defines all of our weird and wonderful jargon for you. From “Dudeman” to “Cascading Style Sheets”, we’ve got it all here.

A Marketing Vocabulary for Dudemen

3pm Zoom

A weekly Marketing Chapter catch up call on all our clients. We’ve found Zoom an extremely effective tool for video conferencing. 


“Great” or “amazing”. With a pre-emptive fist-bump, this is how we celebrate good things.


A fancy word for “department”. E.g. the Marketing Chapter. Read more about our organisational structure.

Clash of Clans

What the majority of the office plays during lunch-break.

Clash of Clans is part of our Struto marketing vocabulary as a lunch time break.


The very life-blood of us.


“COS” stands for “Content Optimisation System”. It’s really a Content Management System (CMS) that has been optimised to deliver customers the most personalised web experience possible.


“CRM” stands for “Customer Relationship Management”. It’s software that helps companies to track, analyse and improve everything they do with existing and potential customers. The simplest version would store all of your contacts’ information, but the more complex software could do the following: track email, phone calls and deals, send personalised emails, schedule appointments, and log instances of customer support. CRM’s create a system in which your Sales team has all the required information of any particular customer at their fingertips and in a single place.


“CSS” stands for “Cascading Style Sheets”. It’s a coding language that manages the design of web pages (colour, look, feel, functionality, etc.). CSS works with HTML, a language that manages the content of web pages. As HubSpot puts it, “think of HTML as the skeleton of your webpages, while CSS is the clothing”. 


Do you mean a toasted cheese snackwich? Because we’re really good at that. Struto's culture is fuelled by toasted cheese snackwiches. And one final time just to emphasise our seriousness: toasted cheese snackwiches.

Toasted cheese snackwiches are part of our Struto marketing vocabulary and organisational culture.


This is what we call our PDM and GDD audit, where we discover a client's strengths and weaknesses to help guide our proposal for an effective marketing and design strategy. Discover more about our marketing audit.


The most commonly used term in our office.

It’s most obviously a conflation of “dude” and “man", though it's used as a gender neutral term. It takes the coolness, casualness, and chillness of “dude”, and combines it with the seriousness of “man”. It’s an all-encompassing term and has exceptional emotional depth, at least we think so. 

For shizzle

A ridiculous way to say “For sure” or “Don’t worry, it’ll get done”.


Universally, this means that unicorns are making rainbows and singing “Hallelujah”. More specifically to us, it means we end work at 5PM GMT +2. 


“GDD” stands for “Growth-driven Design”.


The Struto way of celebrating birthdays internally, or just to break the tension during a jam-packed week.

JibJab is part of our Struto marketing vocabulary as a birthday celebratory tactic.


“KPI” stands for “Key Performance Indicator”. It’s a performance measurement that we use to evaluate an activity's or campaign’s success. KPI’s might include: % lead conversion, # of leads generated or customer acquisition cost (CoCA).


A new or inexperienced person.


“PDM” stands for “Performance-driven Marketing”.


Our designers’ and developers’ bane. A “revert” is a change that a customer requests on review of a completed product.


“ROI” stands for “Return on Investment”. It’s a performance measure used to evaluate the profitability of investments, which in our case are marketing efforts. We like to be able to tell our customers just how much return our services offer their investment.


“SLA” stands for “Service Level Agreement”. It’s an internal agreement between two chapters (usually Sales and Marketing), which defines the expectations each has for the other regarding a specific client or campaign. SLA’s help to clear up communication and rocket-launch the collaboration between chapters.

Smoke Break

Unofficially our team brainstorm sessions.


A fancy word for “team”. E.g. the Projects Squad. You can read more about our organisational structure.


This means more to us than just not sitting down. Our morning stand-ups are where we share what we’re doing for the day, and see where or how we can collaborate with our own or other squad members.


It’s not a description of sugar… instead it simply means “awesome”. It just so happens that we also think sugar is quite awesome.

Touch Base

Heck knows why we use it as a UK company… but the baseball term means “to catch someone up” or “get in contact”.


“UX” stands for “User Experience”. This is the overall experience that a customer or visitor has when communicating and interacting with your business (usually a website). It is often explored by extensive user testing, in which we see how people respond to a website’s design, functionality, flow and logic.

Yeah Baby

Our CMO's token phrase. It’s said after you or one of your friends shares good news (or could also be used to confusingly affirm you). It’s almost always said in a deep monotone voice.

Get in touch with us if you think we’ve forgotten an important piece of marketing vocabulary. But, if you'd like to know more about how inbound marketing could help your business, just download our Guide to Inbound Marketing below.