GTM Proof & ROI Library
Question it answers: What provable, quotable value have customers stated in their own words — success stories, quantified outcomes, and competitive-displacement moments — that we can reuse as case studies, ROI-calculator inputs, and competitor proof? Cadence: Monthly GTM owner: PMM
Note: This is the one doc in the set that is an asset-production surface, not a diagnostic dashboard. The other 17 answer "what is happening / how is it shifting." This one harvests reusable marketing/sales PROOF. It's included because mining the corpus for success stories + quantified value is a distinct, recurring job with no home elsewhere — but if you'd rather treat one-off proof pulls as ad-hoc Topic Research Brief (#11) runs, this is the doc to cut.
Data sources
Internal: interactions / utterances filtered for success-story sentiment + quantified-outcome language (numeric mentions — hours saved, meetings booked, %, open/response/conversion rates). interaction_enrichment sentiment and topic tags. deal_qualification.competition for displacement (which competitor the customer left). deals for outcome, deal value, and industry. Every proof point is anchored to an interaction_id for provenance.
External: external_search { action: enrich_company } on the speaking accounts — firmographic segmentation (company size, industry, funding stage) so proof is sortable by ICP segment.
Living Document
A monthly harvest of reusable proof. Not analysis — an asset library. Sections:
- Proof at a glance — counts this period: success stories, quantified-outcome quotes, competitive-displacement quotes
- Top success stories — the highest-quality quantified outcomes, each with: customer (or anonymized segment), the metric, the verbatim quote,
interaction_id, and the use case it demonstrates - Use-case patterns — the recurring deployment patterns customers describe and which produced the best reported outcomes
- Quantified value catalog — metrics grouped by category: time saved, meetings booked, open/response/conversion rates, before-vs-after lift
- Competitive displacement — quotes where customers left a named competitor, grouped by competitor, with the failure language they used (gold for competitor landing pages)
- Ready-to-use — which proof points are case-study-ready, which feed the ROI calculator, which back competitor-comparison content
Each proof point carries its interaction_id so any claim can be traced to the source call. Versioned; PMM / Customer Marketing reviews and promotes. New proof accumulates into a searchable library across runs.
Page
A live, searchable proof library.
Stats row:
- Quantified-outcome proof points (this period)
- Companies with success-story sentiment
- Competitive-displacement quotes
Bar chart: Proof points by use case.
Bar chart: Displacement quotes by competitor — which incumbents customers are leaving, and how often.
Treemap: Proof distribution by industry × use case — shows which segments have the strongest evidence base.
Table — Proof library: One row per proof point — quote, customer / segment, metric or value, use case, competitor displaced (if any), industry, deal value, interaction_id. Filterable and full-text searchable, so a marketer can pull "all time-savings quotes from mid-market fintech" in seconds.