GTMcraft Plays · The AI Evidence Chain Play

Your AI reporting shows seats and prompts while your CFO asks what moved; build the evidence chain instead.

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The 90-second read

Your AI dashboard counts licences, seats, and prompts run last month. Your CFO counts one thing: net-new ARR per euro of spend. Those two reports never meet. So the AI line looks like cost, not contribution, and the next budget ask stalls. The fix is not another AI dashboard. The fix is a chain of evidence from the agent's action to a revenue metric.

• Usage is not proof; a moved GTM metric is the proof your CFO accepts.
• Baseline the metric for 4 weeks before the agent, or you have no before number.
• Instrument the agent at each step it touches, then tie output to pipeline.
• The magic number is the single line that turns AI spend into contribution.
• Bring a one-page chain to the CFO, not the tool dashboard.

Read time: about 5 minutes. First step runnable Monday morning.

The #1 move this week

Pick one motion your agent already touches and pull its magic number today.

The magic number is net-new ARR divided by prior-period sales and marketing spend. It is the number your CFO already trusts. Anchor your AI case to it, and the conversation shifts from prompts to pipeline. One motion is enough to prove the chain before you touch the rest.

Start here: name the single motion your agent runs, then pull the last two quarters of net-new ARR and the spend behind it. You need the CRM export and the finance number, nothing more.

Ignore this week: building a live AI ROI dashboard. Prove one chain on one motion first, then decide what to automate.