GTM EVIDENCE REVIEW
Light Reach | October 12, 2026 | Editable template
Guide: https://www.lightreach.io/guides/gtm-intelligence-evidence-workflow/
Prepared with AI assistance. Blank fields are intentionally unmeasured.

START WITH THE DECISION
Question we are trying to resolve:
Why it matters to our buyers or product:
Decision owner:
Current baseline / what we do today:

SOURCE RECORD (repeat for each independent source)
Source reference / authorized internal link:
Source kind (public offer, customer conversation, product behavior, reply, other):
Event date, if known:
Observation date:
Relevant excerpt or measured response:
Factual observation:
Prior dated record, if claiming a change:
Who or what this source represents:
Access restrictions / suitable public redaction:
Missing context:

INTERPRETATION CHECK
Our interpretation:
Plausible alternative explanations:
Independent evidence supporting it:
Contradictory evidence:
Which sources share the same underlying origin:
What this evidence does NOT establish:
Next check that could change the decision:
Check owner and due date:

DECISION REVIEW
Choose: ACT / VERIFY / WATCH
Reason:
Proposed bounded action, if justified:
Product / team that owns the work:
Permission required to start, merge, publish, or release:
Observable completion rule:
What must remain unchanged:
Evidence that would make us reconsider:
Next review date:

MEASUREMENT
Outcome to observe:
Audience / cohort / denominator:
Measurement window:
Baseline and comparison method:
Other changes happening at the same time:
Missing instrumentation:
Test evidence:
Live release evidence:
Later observed business outcome:
Limits on attributing that outcome to this action:

Review note: an observation is not an interpretation; a proposed action is not
approval; a shipped change is not a measured business outcome.