{
  "name": "Growth Cab B2B Outbound Evidence Standard",
  "version": "1.0",
  "published": "2026-09-22",
  "publisher": "Growth Cab",
  "canonical": "https://www.growthcab.com/b2b-outbound-evidence-standard",
  "scope": "Metric lineage from outbound exposure to attributed revenue",
  "stages": [
    {
      "level": 1,
      "event_type": "exposure",
      "label": "Exposure",
      "minimum_evidence": ["dated platform export", "unique audience rule"]
    },
    {
      "level": 2,
      "event_type": "response",
      "label": "Response",
      "minimum_evidence": ["event definition", "unique identifier", "timestamp"]
    },
    {
      "level": 3,
      "event_type": "meeting",
      "label": "Meeting",
      "minimum_evidence": ["booking ID", "held/no-show status", "deduplication rule"]
    },
    {
      "level": 4,
      "event_type": "qualified_opportunity",
      "label": "Qualified opportunity",
      "minimum_evidence": ["CRM opportunity ID", "qualification rule", "created date"]
    },
    {
      "level": 5,
      "event_type": "pipeline",
      "label": "Pipeline",
      "minimum_evidence": ["opportunity ID", "amount", "currency", "stage", "snapshot date"]
    },
    {
      "level": 6,
      "event_type": "revenue",
      "label": "Revenue",
      "minimum_evidence": ["closed-won date", "contract or invoice reference", "currency"]
    }
  ],
  "formulas": [
    {
      "metric": "held_meeting_rate",
      "numerator": "unique held meetings",
      "denominator": "unique booked meetings"
    },
    {
      "metric": "meeting_to_opportunity_rate",
      "numerator": "unique qualified opportunities",
      "denominator": "unique held meetings"
    },
    {
      "metric": "opportunity_win_rate",
      "numerator": "unique closed-won opportunities",
      "denominator": "unique resolved qualified opportunities"
    },
    {
      "metric": "attributed_pipeline",
      "calculation": "sum amounts for in-scope qualified opportunities at the declared snapshot date"
    },
    {
      "metric": "attributed_revenue",
      "calculation": "sum closed-won or paid amounts under the declared attribution rule"
    }
  ],
  "non_inference_rules": [
    "A reply does not prove a meeting.",
    "A booked meeting does not prove a held meeting.",
    "A held meeting does not prove a qualified opportunity.",
    "Forecast pipeline does not prove revenue."
  ],
  "corpus_disclosure": {
    "public_case_studies_reviewed": 9,
    "headline_metric_cards_reviewed": 27,
    "assurance": "This is a measurement review, not an independent assurance engagement."
  }
}