The Revenue AI Report

Evidence standard for every deal (L6)

Deal reviews stop running on rep narrative. Every forecasted deal carries machine verifiable evidence: named economic buyer, documented compelling event, multithread count, and a mutual plan with dates.

WORKFLOW1Define the four evidence …temsManual2Populate evidence from co…versationsGong3Gate the forecast categorySalesforce4Review evidence quality q…arterlyManual
4 steps, in order, with the tool that owns each one.
Adoption ladderSix levels from Starter to Rebuilt. This item sits at level 6.L1 StarterOne tool, no workflow changeL2 AssistedAI drafts, humans approveL3 IntegratedWired into CRM and SlackL4 OrchestratedMulti-step, owned, measuredL5 AutonomousAgent runs, human auditsL6 RebuiltThe process itself changes
This playbook belongs at L6 Rebuilt. Running it above your level is how pilots stall.
Measures of success% commit deals with full evidence; commit accuracy; slipped deal ratePROVE IT WORKED% commit deals with full evidencecommit accuracyslipped deal rate

The steps

  1. 01

    Define the four evidence items

    Tool: Manual

    Economic buyer contact role, compelling event with a date, multithread count above threshold, mutual plan attached. Four items, verifiable from systems, no opinion fields. Owner: sales leadership plus RevOps. DoD: definitions published and configured.

  2. 02

    Populate evidence from conversations

    Tool: Gong

    Pull candidate evidence from call transcripts and email, then require rep confirmation. Extraction removes the admin excuse for missing evidence. Pitfall: auto accepting extracted evidence, which inflates confidence. DoD: extracted evidence always shows unconfirmed until a human confirms.

  3. 03

    Gate the forecast category

    Tool: Salesforce

    Deals missing evidence cannot sit in commit. The gate is the entire point, and it must be enforced by the system rather than by the manager's mood. Owner: RevOps. DoD: gate enforced with an audited exception path.

  4. 04

    Review evidence quality quarterly

    Tool: Manual

    Check closed lost deals that had full evidence. If evidence does not separate won from lost, the standard is wrong and needs rewriting rather than defending. Owner: sales leadership. DoD: quarterly review with a documented change or confirmation.

Tools in this playbook

Next playbooks

Unfamiliar terms are defined in the AI and Revenue Dictionary. Related frameworks live in the framework library.

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