A
Agent
A combination of persona + tools + memory + budget.
Operates alongside the human team.
Athena
Chief of Staff persona — the org’s multi-tool operator.
Handles tasks, coordination, and execution on behalf of the team at the org level.
Audit log
Append-only history of every significant action in the org. Who
did it, when, and what — visible in Settings.
B
Brain
The org’s knowledge base — documents, captures, and agent
memories. Available to agents via semantic search.
BYO-key
Bring Your Own Key. You use YOUR account with the vendor (Twilio,
Tavily, Apify); the bill goes directly to you. Apollo Space is not
a payment intermediary.
C
Cap
Configurable spending limit per organization, per agent, per
user, or per user × agent. Blocks calls that exceed it.
Composio
OAuth-as-a-service layer that connects Apollo Space to hundreds
of SaaS apps (Notion, Slack, Linear, Gmail, etc.).
Custom field
A field you create in the CRM to capture attributes specific to
your niche. Supports text, number, date, select, and multi-select.
D
Digital Twin
A distinct personal agent that represents a specific leader across
organizations — carrying their voice, decision patterns, and context.
Drip
Outbound campaign type with N touches over time.
Each touch is a fresh composition, not a parameterized template.
H
HITL
Human-In-The-Loop. An operating mode where the agent drafts the
action and you approve it before it goes through. Default for Marcus outbound.
L
Lead
A card representing a potential person or company in the funnel.
Lives in one pipeline and one stage at a time.
M
Marcus
Outbound persona. Writes and sends email / WhatsApp in
sequence, landing in the recipient’s real inbox.
Multi-tenant
Architecture where multiple organizations share infrastructure but
have isolated data. Apollo Space enforces isolation at the database level.
O
Org / Organization
Apollo Space’s tenant — the boundary where data, agents,
integrations, and billing live.
Outbound
Proactive communication to leads — email / WhatsApp campaigns
orchestrated by Marcus.
Owner
The highest-level role in an org. The only one who can change the
plan, delete the org, or promote other owners.
P
Pack (of Stars)
One-time Stars purchase. Never expires (rolling). Useful for
seasonal spikes or as a safety buffer.
Pipeline
The sequence of stages a lead moves through. Each org can have
multiple pipelines with customizable stages.
Persona
The behavior, tone, and voice of an agent. Defines how it
responds, in what language, and with what level of formality.
S
Scout
Public research persona — web search, company analysis, and
cited snippet consolidation.
Slug
A short, stable identifier that becomes part of the org’s URL
(
app.apollospace.ai/{slug}). Cannot be changed later without
breaking links.Stage
A step in a pipeline. Defaults: New lead → Qualified →
In conversation → Proposal sent → Closed-Won / Lost.
Star (★)
Apollo Space’s internal currency. Every billable action consumes
Stars from the org’s wallet.
T
Tavily
Public search engine used by Scout. Returns structured snippets
for grounding agent responses with real-world data.
Trace
The complete record of a conversation with an agent — every action,
cost, and return value. Visible via the “View trace” button in chat.
Tool
A typed function an agent can invoke (web search, create lead,
read Notion, send WhatsApp). Each tool has its own permissions.
Twilio
The provider that connects WhatsApp Business to Apollo Space.
BYO-key model.
V
Voice_md
A markdown document describing the org’s or persona’s voice — tone,
vocabulary, greeting style, and signature. Agents re-read it at the
start of every conversation.
W
Personal workspace
Each user’s own space within Apollo Space — independent of the
orgs they belong to. Personal notes, personal integrations, and test traces.
Next steps
Frequently asked questions
Common questions grouped by category.
Concepts
Concept pages with more depth.