The five pillars on a single sheet. The artifact you print, post on the wall, and brief a CRO from.
Each pillar has a definition (what it is), a Nuclear Question (the test · if the rep can't answer it, the deal isn't real), and the difference between Fact and Fiction so you know a real 2 when you see one.
Definition. A specific, measurable, written-down business outcome the buyer would defend if asked. Not a feeling · a number on paper.
Nuclear Question. Can the buyer state, in their own words, the outcome and the number they are graded on?
Definition. A Mutual Action Plan the buyer is editing, not a one-sided seller checklist. Buyer-owned is the test, not seller-built.
Nuclear Question. Are the next three steps owned by the buyer, with their dates · and have they pushed back on at least one?
Definition. An observation the buyer would not have brought themselves · something they now repeat back as their own.
Nuclear Question. Did the buyer change a belief or a next action because of something you brought, unprompted?
Definition. Cost of staying still vs. value of moving · in numbers the buyer's own finance team validated.
Nuclear Question. Can the buyer state the cost of doing nothing, on the record, in their own numbers?
Definition. Peer-to-peer executive linkage that can authorize spend and absorb procurement.
Nuclear Question. Has an exec on your side met an exec on theirs · is the economic buyer on the MAP?
Walk a live deal across the five pillars out loud. The first pillar where you hesitate is the deal's weakest point · and the first thing to coach.