# Three-Event Reporting Pilot Decision Pack

**Fictional worked asset.** Northstar Relay is not a real customer. This pack contains no result, forecast or live offer.

Help a RevOps team choose exactly three lifecycle events for a first reporting model and assign an evidence owner to each.

## What you will decide

**Buyer problem:** A RevOps lead has dozens of lifecycle events but no agreed first set for a reporting pilot.

**Decision:** Choose exactly three lifecycle events for the first reporting model and assign an evidence owner to each.

**Done means:** A three-event data contract with inclusion reasons, definitions, owners and known gaps.

## How to use the pack

1. List candidate events using the names in the current source system.
2. Run each candidate through the four tests. Answer yes, no or unknown; a blank is unknown.
3. Pass an event only when all four answers are yes. Unknown creates a Hold and an owner question. No creates an Exclude with a reason.
4. If more than three events pass, choose three that cover distinct stages and have the fewest unresolved dependencies. Preserve the other passed events and their exclusion reasons.
5. Complete the data contract for the three selected events. Do not approve launch while a final destination, delivery check or owner approval is unknown.

## The four tests

| Test | Question | Pass condition |
| --- | --- | --- |
| Decision link | Will this event change a named reporting or operating decision? | The team can name the decision and the person who uses it. |
| Stable definition | Can the team define the event without an unstated interpretation? | The definition includes the trigger, object and timing boundary. |
| Observable source | Does a named system currently record the event? | A system and field or event key are named. |
| Evidence owner | Does a named role own the definition and resolve gaps? | One role accepts responsibility for definition changes and open questions. |

## Worked candidate scorecard

| Event | Stage | Decision link | Stable definition | Observable source | Evidence owner | State | Reason or question |
| --- | --- | --- | --- | --- | --- | --- | --- |
| Demo requested | evaluation | yes | yes | yes | yes | pass | Used to decide whether evaluation-stage volume and routing need investigation. |
| Sales accepted opportunity | pipeline | yes | yes | yes | yes | pass | Used to decide which sourced opportunities enter the first pipeline view. |
| Contract activated | customer | yes | yes | yes | yes | pass | Used to close the pilot path at a confirmed customer-system event. |
| Pricing page viewed | research | unknown | yes | yes | unknown | hold | Demand Generation Lead must name the decision this event would change and own its interpretation. |
| High intent account | research | yes | no | unknown | unknown | exclude | The phrase has no stable rule, source field or owner. Define it before reconsideration. |
| Email engaged | research | no | no | yes | yes | exclude | A combined engagement label does not name the action or a decision for this pilot. |

## Selected three-event contract

### 1. Demo requested

- **Definition:** A person submits the demo request form and the CRM creates a request record with a timestamp.
- **Source system:** `CRM field demo_request_created_at`
- **Evidence owner:** Demand Generation Operations Manager
- **Why included:** Covers the evaluation-stage decision and has a stable observable record.
- **Known gap:** Duplicate requests from the same person require a documented handling rule before launch.
- **First verification:** Compare five recent form submissions with their CRM request records.

### 2. Sales accepted opportunity

- **Definition:** The opportunity owner moves an opportunity into Sales Accepted after confirming the account, problem and next meeting.
- **Source system:** `CRM opportunity_stage_history`
- **Evidence owner:** Sales Operations Manager
- **Why included:** Covers the pipeline-stage decision and has a named stage owner.
- **Known gap:** The fixture does not establish whether every sales team uses the stage consistently.
- **First verification:** Review five stage changes with Sales Operations and record exceptions.

### 3. Contract activated

- **Definition:** The billing system changes a signed account from pending to active and records activation time.
- **Source system:** `Billing field account_activated_at`
- **Evidence owner:** Finance Systems Manager
- **Why included:** Covers the customer-stage decision using a system event outside the CRM opportunity record.
- **Known gap:** Backdated activations need a rule before the event can support time-to-activation reporting.
- **First verification:** Compare five active accounts with signed dates and activation timestamps.

## Excluded or deferred

| Event | State | Reason | Owner question |
| --- | --- | --- | --- |
| Pricing page viewed | hold | The decision link and evidence owner are unknown. | Demand Generation Lead: which decision would change from this event, and who owns its interpretation? |
| High intent account | exclude | No stable definition, observable source or owner exists. | Revenue Operations Manager: supply a rule, source field and owner before reconsideration. |
| Email engaged | exclude | The combined label does not name a decision and mixes unlike actions. | Lifecycle Marketing Manager: name the exact action and decision if this returns in a later version. |

## Adapt this to your own event list

Replace the bracketed values. A blank stays `unknown`; do not turn it into `no` or zero.

| Event | Stage | Decision link | Stable definition | Observable source | Evidence owner | State | Reason or owner question |
| --- | --- | --- | --- | --- | --- | --- | --- |
| [candidate event] | [stage] | unknown | unknown | unknown | unknown | hold | [owner + question] |
| [candidate event] | [stage] | unknown | unknown | unknown | unknown | hold | [owner + question] |
| [candidate event] | [stage] | unknown | unknown | unknown | unknown | hold | [owner + question] |

## Review result

| Check | Result | Note |
| --- | --- | --- |
| Exactly three events are selected. | pass | Demo requested, Sales accepted opportunity and Contract activated are selected. |
| Every selected event passes all four tests. | pass | All four answers are yes for each selected event. |
| Every selected event has a definition, source system, owner and first verification. | pass | All required fields are present. |
| Unknowns and exclusions remain visible. | pass | Three non-selected events retain reasons and owner questions. |
| No claim promises revenue or attribution accuracy. | pass | C3 is excluded and does not appear as an asset promise. |
| Final destination and delivery have been verified. | hold | Final URL, download delivery and approval ID are Unknown. |

## Readiness

- **Draft decision:** ready
- **Draft next action:** Content Producer renders the Markdown and JSON and runs the byte-exact round-trip check.
- **Launch decision:** hold
  - Final URL is Unknown.
  - Download delivery has not been verified.
  - Approval ID is Unknown.
  - The example is fictional and cannot be represented as a customer result.
- **Launch next action:** Publisher assigns a destination, verifies both downloadable files byte for byte and records approval before launch.

## Sources and boundaries

- [Atlassian Project Poster](https://www.atlassian.com/software/confluence/templates/project-poster): Problem, evidence, unknowns and deliverable sequence. Structural inspiration only. The inspected blank template does not prove completion or outcomes.
- [Intercom customer-service metrics guide](https://www.intercom.com/blog/customer-service-metrics/): Separating combined measures into diagnosable parts and naming the next check. Editorial guidance only. It does not support lead-generation or commercial result claims.
- [Northstar Relay event fixture](embedded-fictional-record): Candidate event names, definitions, owners, systems and gaps. Fictional example created for this asset. Replace every company-specific value before real use.

## Canonical round-trip record

The JSON below is the canonical record. Save the payload between the fences as UTF-8 and add one trailing newline to recreate `minimum-useful-lead-magnet.json` byte for byte.

```lead-magnet-json
{
  "schema_version": "1.0",
  "contract_id": "maestro.lead-magnet.minimum-useful.v1",
  "asset_id": "northstar-relay-three-event-pilot",
  "version": "1.0",
  "approval_id": null,
  "fictional": true,
  "title": "Three-Event Reporting Pilot Decision Pack",
  "purpose": "Help a RevOps team choose exactly three lifecycle events for a first reporting model and assign an evidence owner to each.",
  "buyer_problem": "A RevOps lead has dozens of lifecycle events but no agreed first set for a reporting pilot.",
  "buyer_decision": "Choose exactly three lifecycle events for the first reporting model and assign an evidence owner to each.",
  "completion_state": "A three-event data contract with inclusion reasons, definitions, owners and known gaps.",
  "selected_mechanism": "structured_decision_worksheet",
  "mechanism_reason": "The task ends in a bounded team decision. The inputs are definitions and ownership records, not a validated forecasting model.",
  "minimum_useful_version": "Instructions, a four-test event screen, a completed candidate scorecard, a three-event data contract, a blank adaptation table and separate Draft and Launch checks.",
  "constraints": [
    "Works in plain Markdown and JSON.",
    "Requires no proprietary software.",
    "Does not predict revenue or attribution accuracy.",
    "Unknown stays explicit until an owner supplies an answer."
  ],
  "source_ledger": [
    {
      "source_id": "S1",
      "title": "Atlassian Project Poster",
      "source_url": "https://www.atlassian.com/software/confluence/templates/project-poster",
      "inspection_depth": "full_interior",
      "used_for": "Problem, evidence, unknowns and deliverable sequence.",
      "permission": "public",
      "notes": "Structural inspiration only. The inspected blank template does not prove completion or outcomes."
    },
    {
      "source_id": "S2",
      "title": "Intercom customer-service metrics guide",
      "source_url": "https://www.intercom.com/blog/customer-service-metrics/",
      "inspection_depth": "full_interior",
      "used_for": "Separating combined measures into diagnosable parts and naming the next check.",
      "permission": "public",
      "notes": "Editorial guidance only. It does not support lead-generation or commercial result claims."
    },
    {
      "source_id": "S3",
      "title": "Northstar Relay event fixture",
      "source_url": "embedded-fictional-record",
      "inspection_depth": "full_interior",
      "used_for": "Candidate event names, definitions, owners, systems and gaps.",
      "permission": "approved",
      "notes": "Fictional example created for this asset. Replace every company-specific value before real use."
    }
  ],
  "claim_ledger": [
    {
      "claim_id": "C1",
      "claim": "The pack records a three-event decision, definitions, owners and gaps.",
      "support_state": "supported",
      "source_ids": [
        "S3"
      ],
      "publication_treatment": "Describe as an observable function of the asset."
    },
    {
      "claim_id": "C2",
      "claim": "The pack uses a problem, evidence, unknowns and deliverable sequence.",
      "support_state": "supported",
      "source_ids": [
        "S1",
        "S3"
      ],
      "publication_treatment": "Attribute the reference pattern; make no outcome claim."
    },
    {
      "claim_id": "C3",
      "claim": "The selected events will improve revenue or attribution accuracy.",
      "support_state": "excluded",
      "source_ids": [],
      "publication_treatment": "Do not publish or imply."
    },
    {
      "claim_id": "C4",
      "claim": "Northstar Relay is a real customer.",
      "support_state": "excluded",
      "source_ids": [],
      "publication_treatment": "State that the company and values are fictional."
    }
  ],
  "asset_body": {
    "instructions": [
      "List candidate events using the names in the current source system.",
      "Run each candidate through the four tests. Answer yes, no or unknown; a blank is unknown.",
      "Pass an event only when all four answers are yes. Unknown creates a Hold and an owner question. No creates an Exclude with a reason.",
      "If more than three events pass, choose three that cover distinct stages and have the fewest unresolved dependencies. Preserve the other passed events and their exclusion reasons.",
      "Complete the data contract for the three selected events. Do not approve launch while a final destination, delivery check or owner approval is unknown."
    ],
    "decision_tests": [
      {
        "test_id": "T1",
        "name": "Decision link",
        "question": "Will this event change a named reporting or operating decision?",
        "pass_condition": "The team can name the decision and the person who uses it."
      },
      {
        "test_id": "T2",
        "name": "Stable definition",
        "question": "Can the team define the event without an unstated interpretation?",
        "pass_condition": "The definition includes the trigger, object and timing boundary."
      },
      {
        "test_id": "T3",
        "name": "Observable source",
        "question": "Does a named system currently record the event?",
        "pass_condition": "A system and field or event key are named."
      },
      {
        "test_id": "T4",
        "name": "Evidence owner",
        "question": "Does a named role own the definition and resolve gaps?",
        "pass_condition": "One role accepts responsibility for definition changes and open questions."
      }
    ],
    "candidate_scorecard": [
      {
        "event": "Demo requested",
        "stage": "evaluation",
        "decision_link": "yes",
        "stable_definition": "yes",
        "observable_source": "yes",
        "evidence_owner": "yes",
        "state": "pass",
        "reason_or_question": "Used to decide whether evaluation-stage volume and routing need investigation."
      },
      {
        "event": "Sales accepted opportunity",
        "stage": "pipeline",
        "decision_link": "yes",
        "stable_definition": "yes",
        "observable_source": "yes",
        "evidence_owner": "yes",
        "state": "pass",
        "reason_or_question": "Used to decide which sourced opportunities enter the first pipeline view."
      },
      {
        "event": "Contract activated",
        "stage": "customer",
        "decision_link": "yes",
        "stable_definition": "yes",
        "observable_source": "yes",
        "evidence_owner": "yes",
        "state": "pass",
        "reason_or_question": "Used to close the pilot path at a confirmed customer-system event."
      },
      {
        "event": "Pricing page viewed",
        "stage": "research",
        "decision_link": "unknown",
        "stable_definition": "yes",
        "observable_source": "yes",
        "evidence_owner": "unknown",
        "state": "hold",
        "reason_or_question": "Demand Generation Lead must name the decision this event would change and own its interpretation."
      },
      {
        "event": "High intent account",
        "stage": "research",
        "decision_link": "yes",
        "stable_definition": "no",
        "observable_source": "unknown",
        "evidence_owner": "unknown",
        "state": "exclude",
        "reason_or_question": "The phrase has no stable rule, source field or owner. Define it before reconsideration."
      },
      {
        "event": "Email engaged",
        "stage": "research",
        "decision_link": "no",
        "stable_definition": "no",
        "observable_source": "yes",
        "evidence_owner": "yes",
        "state": "exclude",
        "reason_or_question": "A combined engagement label does not name the action or a decision for this pilot."
      }
    ],
    "selected_event_contract": [
      {
        "event": "Demo requested",
        "definition": "A person submits the demo request form and the CRM creates a request record with a timestamp.",
        "source_system": "CRM field demo_request_created_at",
        "evidence_owner": "Demand Generation Operations Manager",
        "inclusion_reason": "Covers the evaluation-stage decision and has a stable observable record.",
        "known_gaps": [
          "Duplicate requests from the same person require a documented handling rule before launch."
        ],
        "first_verification": "Compare five recent form submissions with their CRM request records."
      },
      {
        "event": "Sales accepted opportunity",
        "definition": "The opportunity owner moves an opportunity into Sales Accepted after confirming the account, problem and next meeting.",
        "source_system": "CRM opportunity_stage_history",
        "evidence_owner": "Sales Operations Manager",
        "inclusion_reason": "Covers the pipeline-stage decision and has a named stage owner.",
        "known_gaps": [
          "The fixture does not establish whether every sales team uses the stage consistently."
        ],
        "first_verification": "Review five stage changes with Sales Operations and record exceptions."
      },
      {
        "event": "Contract activated",
        "definition": "The billing system changes a signed account from pending to active and records activation time.",
        "source_system": "Billing field account_activated_at",
        "evidence_owner": "Finance Systems Manager",
        "inclusion_reason": "Covers the customer-stage decision using a system event outside the CRM opportunity record.",
        "known_gaps": [
          "Backdated activations need a rule before the event can support time-to-activation reporting."
        ],
        "first_verification": "Compare five active accounts with signed dates and activation timestamps."
      }
    ],
    "excluded_or_deferred": [
      {
        "event": "Pricing page viewed",
        "state": "hold",
        "reason": "The decision link and evidence owner are unknown.",
        "owner_question": "Demand Generation Lead: which decision would change from this event, and who owns its interpretation?"
      },
      {
        "event": "High intent account",
        "state": "exclude",
        "reason": "No stable definition, observable source or owner exists.",
        "owner_question": "Revenue Operations Manager: supply a rule, source field and owner before reconsideration."
      },
      {
        "event": "Email engaged",
        "state": "exclude",
        "reason": "The combined label does not name a decision and mixes unlike actions.",
        "owner_question": "Lifecycle Marketing Manager: name the exact action and decision if this returns in a later version."
      }
    ],
    "blank_adaptation_table": [
      {
        "event": "[candidate event]",
        "stage": "[stage]",
        "decision_link": "unknown",
        "stable_definition": "unknown",
        "observable_source": "unknown",
        "evidence_owner": "unknown",
        "state": "hold",
        "reason_or_question": "[owner + question]"
      },
      {
        "event": "[candidate event]",
        "stage": "[stage]",
        "decision_link": "unknown",
        "stable_definition": "unknown",
        "observable_source": "unknown",
        "evidence_owner": "unknown",
        "state": "hold",
        "reason_or_question": "[owner + question]"
      },
      {
        "event": "[candidate event]",
        "stage": "[stage]",
        "decision_link": "unknown",
        "stable_definition": "unknown",
        "observable_source": "unknown",
        "evidence_owner": "unknown",
        "state": "hold",
        "reason_or_question": "[owner + question]"
      }
    ],
    "review_checklist": [
      {
        "check": "Exactly three events are selected.",
        "result": "pass",
        "note": "Demo requested, Sales accepted opportunity and Contract activated are selected."
      },
      {
        "check": "Every selected event passes all four tests.",
        "result": "pass",
        "note": "All four answers are yes for each selected event."
      },
      {
        "check": "Every selected event has a definition, source system, owner and first verification.",
        "result": "pass",
        "note": "All required fields are present."
      },
      {
        "check": "Unknowns and exclusions remain visible.",
        "result": "pass",
        "note": "Three non-selected events retain reasons and owner questions."
      },
      {
        "check": "No claim promises revenue or attribution accuracy.",
        "result": "pass",
        "note": "C3 is excluded and does not appear as an asset promise."
      },
      {
        "check": "Final destination and delivery have been verified.",
        "result": "hold",
        "note": "Final URL, download delivery and approval ID are Unknown."
      }
    ]
  },
  "owner": {
    "name_or_role": "Revenue Operations Manager",
    "responsibilities": [
      "Own event definitions and open questions.",
      "Approve source-system changes.",
      "Start a new asset version when a meaning-bearing field changes."
    ]
  },
  "maintenance": {
    "cadence": "quarterly_and_on_change",
    "trigger": "A selected event's definition, source system, owner or CRM stage changes.",
    "source_of_truth": "Approved event dictionary and this versioned record.",
    "next_review_date": "Unknown"
  },
  "draft_readiness": {
    "decision": "ready",
    "hold_reasons": [],
    "next_action": "Content Producer renders the Markdown and JSON and runs the byte-exact round-trip check."
  },
  "launch_readiness": {
    "decision": "hold",
    "hold_reasons": [
      "Final URL is Unknown.",
      "Download delivery has not been verified.",
      "Approval ID is Unknown.",
      "The example is fictional and cannot be represented as a customer result."
    ],
    "next_action": "Publisher assigns a destination, verifies both downloadable files byte for byte and records approval before launch."
  },
  "invalidation": {
    "meaning_bearing_fields": [
      "buyer_problem",
      "buyer_decision",
      "completion_state",
      "selected_mechanism",
      "source_ledger",
      "claim_ledger"
    ],
    "rule": "Changing any meaning-bearing field invalidates approval_id and requires a new version.",
    "current_status": "unapproved"
  }
}
```