Decision-Ready Measurement
B2B measurement is directional, not perfect. This kit replaces credit-based reporting with a system that reduces uncertainty for the choices that matter most: which plays to scale, where to reallocate spend, and how to improve velocity.
The Decision-Ready Framework
We move beyond retroactive credit assignment to operational decisions based on Incremental Lift and Journey Velocity.
- First-touch vs. last-touch credit debates
- "Influenced" pipeline without a baseline
- Vanity metrics (Impressions/CTR)
Result: Unclear next steps.
- Lift vs. Holdout (Comparable) Cohorts
- Stage Conversion Delta (%)
- Median Days-in-Stage (Velocity)
Result: Weekly reallocation of spend.
Core Concept: Incremental Lift & Leakage Prevention
Incremental Lift measures the change in account progression for accounts exposed to a play compared to a statistically similar holdout cohort. To ensure reliability, we implement leakage prevention—verifying that holdout accounts are truly isolated from the play being measured.
The Decision Log: Measurement → Action
Play: "Executive ROI Sequence"
Data: +18% Lift Validate → Commit vs holdout; -4 days stage velocity.
Decision Log entry: Scaled budget by 15%; reassigned SDRs from underperforming 'General Awareness' plays to follow up on ROI asset surges.
Note: To ensure statistical validity, we measure based on minimum sample windows per stage/segment—never judging performance on isolated account clusters.
Governance Modules
Control Groups
Establish comparable baselines to measure the impact of plays.
Moves from 'claiming influence' to demonstrating incremental lift.
Holdout Definitions & Exposure Rules
Clearer performance readouts that support confident budget decisions.
Journey Velocity
Track time required for accounts to move through each stage.
Replaces snapshots with speed-to-revenue measurement.
Stage SLAs & Cycle-Time Metrics Spec
Earlier detection of stalls and more consistent proof iteration.
Committee Coverage
Measure role density to identify deal risk.
Separates single-threaded activity from committee momentum.
Engagement Intensity Rubric
More reliable late-stage performance and fewer surprise stalls.
Play Versioning
Track changes so performance deltas are explainable.
Ties lift/velocity shifts to specific system edits.
Play Release Notes + Decision Log Template
Faster learning cycles; clearer connection between action and result.
Measurement Contract
Standardize field definitions across the stack.
Ensures systems don't disagree on stage or conversion.
Measurement Data Contract (Field Spec)
More consistent reporting and fewer reconciliation gaps.
Rollout Plan
Baseline Definition
Document current stage conversion and velocity.
Logic Alignment
Agree on stage entry/exit and conversion criteria.
QA & Data Gate
Validate exposure tracking and cohort comparability.
Dashboard Build
Build lift + velocity views in CRM/BI.
Operating Rhythm
Implement weekly Decision Reviews and Action Logs.
Success Metrics
Progression delta between exposed and holdout cohorts.
Comparability index of exposed vs. control (fit/stage mix).
% of accounts correctly classified without data leakage.
Measured shift in lift/velocity following a logged decision.
Total time spent in a lifecycle stage before promotion.