2 May 2026
An event dictionary sales will actually share
Most dictionaries fail as internal literature. They are written for the warehouse, then emailed as a spreadsheet nobody opens. Sales operations need nouns that match the CRM: tenant, billed module, seat, invoice. If your event is called obj_crt_v4, the meeting will invent a folk definition on the spot.
We keep a public-to-the-company column: “said in a QBR”. If you cannot fill that column in one sentence, the event is either too low-level or doing two jobs. Split it or drop it. Event Grammar for Platforms spends a whole morning on deprecation notices — not because lawyers enjoy them, but because silent duplicates are how folk definitions return.
Invite a sales ops partner to name five things they wish they could count. Map those to existing events before you mint new ones. You will find two of the five already exist under ugly names. Rename in the dictionary even if the payload name stays ugly for a quarter. Humans read the dictionary; machines can wait for a version bump.
Forty production events is an arbitrary ceiling we use in class. It is not science. It is a forcing function against “we’ll add it, it’s cheap”. Cheap events become expensive meetings.