Overview
Use this glossary to understand the terms you may see when using Snappy Kraken Enterprise or contacting Support. It covers your Enterprise, Advisor Workspaces, user roles, and the tools used to manage campaign content.
Some older documentation, product labels, and URLs may use legacy terms, such as Fleet or Vessel. Where applicable, those terms are listed alongside their current names.
User roles determine what someone can access and do. They are not separate account types, and a user can have more than one role. This glossary explains terminology; it does not change product features or permissions.
Enterprise terms
| Term | Definition | Legacy terms and notes |
|---|---|---|
| Enterprise | A dedicated Snappy Kraken platform for your organization. It brings your advisors together and includes your organization’s branding, sign-in and single sign-on (SSO) settings, compliance configuration, content library, and enabled features. | Previously called Fleet. |
| User | A person who signs in to Snappy Kraken. Each user belongs to one Enterprise and has at least one role. | A user is not the same as an Advisor Workspace. For example, an administrator can have a user account without an Advisor Workspace. |
| User Role | A set of permissions that determines what a user can see and do across Snappy Kraken products. | A user can have multiple roles. |
| Advisor Workspace | An individual advisor’s account, where their campaigns, contacts, and reporting are managed. Each workspace is tied to the advisor’s subscription and is associated with exactly one user who holds the Advisor Workspace role. | Previously called Vessel. The associated role was called Vessel Admin. |
| Enterprise Hub | The dashboard enterprise administrators use to view their Enterprise at a glance and access administrative tools in the Brain. | Available menu sections depend on the user’s roles. |
| Brain | The administrative area used to manage users, roles, Advisor Workspaces, campaign templates, Auto-Launch, Enterprise settings, and Broker Dealers. | Also used to create and manage enterprise campaign content. |
| Office Hub | The dashboard Advisor Marketing Administrators use to manage the advisors in their office. | Availability depends on whether Office Hub is enabled for your Enterprise. |
| Broker Dealer (BD) | A compliance organization to which advisors can be assigned. An Enterprise can have multiple Broker Dealers, each with settings that determine compliance review requirements. | Often abbreviated as BD. |
| Contact Group | A group of contacts within an Advisor Workspace used to select the audience for a campaign. Default Contact Groups can be configured at the Enterprise level. | Previously called Audience. |
| Auto-Launch | A feature that launches campaigns across advisors automatically, without requiring each advisor to launch them manually. Depending on your Enterprise’s requirements, Auto-Launch may be managed by Snappy Kraken’s content team or your organization’s content team. | Previously called Mass Launch. |
User roles
Every user has at least one role. Roles are typically assigned during registration, but the setup process depends on your Enterprise’s configuration. Contact your account manager if you have questions about how roles are assigned for your organization.
The definitions below summarize each role’s purpose. They are not a complete list of permissions. For more information, see User Role & Permissions
| Role | What it allows | Legacy role names |
|---|---|---|
| Advisor Workspace | Provides access to an individual advisor account within an Enterprise. Each Advisor Workspace is associated with one user. Additional users can work in the same advisor account through an administrative role, such as Advisor Marketing Administrator. | Vessel Admin |
| Enterprise Platform Administrator | Provides access to enterprise reports and controls for configuring the Enterprise platform. Users with this role can assign other roles but cannot create additional Enterprise Platform Administrators. | Fleet Admin |
| Advisor Marketing Administrator | Allows marketing assistants and other authorized users to access specified Advisor Workspaces and work on behalf of those advisors. There is no limit to the number of workspaces an administrator can manage or the number of administrators assigned to a workspace. | Marketing-Admin, Marketing Admin |
| Convos Marketing Administrator | Allows an advisor’s team members to view and send messages through the advisor’s Convos account. | Convos Marketing Admin |
| Enterprise Support Administrator | Allows users to view, edit, and access accounts on behalf of all users within the Enterprise. | Support, Support Admin |
| Enterprise Content Administrator | Provides access to create and manage campaign templates, including viewing published and unpublished templates in the library. | Content Creator |
| Enterprise Content Contributor | Provides access similar to Enterprise Content Administrator, but does not allow publishing or unpublishing content. | Content Contributor |
| Enterprise Auto-Launch Administrator | Provides access to Auto-Launch capabilities. | Auto-Launch Admin, Mass Launch Admin |
Campaign content and Brain terms
The Brain is the administrative system used to create, edit, and manage enterprise campaign templates. The following terms describe the content, settings, and tools you may encounter there.
Campaign structure and editing
| Term | Definition |
|---|---|
| Campaign Template | A reusable campaign structure that contains its steps, timing, logic, and descriptive information. Steps can include emails, landing pages, text messages, and social posts. Templates are edited in the Brain and published to the content library. |
| Timeline Step | An individual component of a campaign, such as an email, landing page, text message, or social post. Steps are arranged in sequence to form the campaign. |
| Visual Builder | The drag-and-drop editor used to design emails and landing pages. It includes blocks for text, images, forms, buttons, HTML, and other content, so you can see your design as you build it. |
| Template Locking | A setting that restricts changes to a template or individual steps to help maintain compliance and content consistency. |
| Default Step | A new email, landing page, or other campaign step created from scratch within the Brain. |
| Step Delay | A timing setting for a campaign step. |
| Dependencies | Rules that determine when a step should run. For example, a confirmation email may be sent only after a form is submitted. |
| Independencies | Rules that prevent a step from being sent when certain conditions are met. For example, emails 3–5 may be skipped if the contact has already submitted a form. |
| Short Code | A placeholder in campaign content, such as [CTA_URL], that is automatically replaced with a link, name, or other custom content when the campaign launches. |
| Requires Edit | A setting that requires the user to open and save a step before launching the campaign. This is typically used when a step needs personalization, such as adding a link or name. |
Library display and availability
| Term | Definition |
|---|---|
| Sales Page | The campaign preview advisors see in the content library. It can include images, a description, campaign steps, FINRA letters, and video previews. Its content is managed in the Brain. |
| Featured Image | The main campaign image displayed in the content library and on the sales page. It is added in the Brain. |
| Gallery Images | Additional images displayed in the sales page carousel alongside the featured image. |
| Wistia Video | A video hosted on Wistia and embedded on the campaign’s sales page. It is added by entering a Wistia link in the Brain. |
| Publish Date | The date that determines when a campaign becomes visible in the content library. Newer campaigns appear first. |
| Expiration Date | An optional date used to automatically retire or hide a campaign. This is useful for time-sensitive content. |
| User Groups | A permission setting that determines which advisors can access specific campaigns. User Groups are commonly used to separate content for different Broker Dealers or Offices of Supervisory Jurisdiction (OSJs). |
| Campaign Status | The campaign’s current state. Draft means the campaign is still being prepared and is not visible to advisors. Published means it is available in the library. Practice identifies training content that is not accessible to live users. |
Compliance
| Term | Definition |
|---|---|
| FINRA Document | A compliance-approved document attached to a campaign. Uploading it in the Brain adds a FINRA Reviewed badge to the campaign’s sales page. |
| Compliance Note | A field used to record compliance tracking numbers or internal comments. Its contents are included in the downloadable compliance PDF. |
| Requires Compliance | A setting that determines whether a step is included in the generated compliance PDF for review. |
Need help?
If you have questions about a term or need help understanding your account, submit a ticket to Snappy Kraken Support.