What the evidence
lets us say.

Experiments, delivery studies and field notes. Findings with their limits intact.

A chosen offer still has to deliver.

Selection, execution and margin answer different questions. A sandbox programme made the distinction concrete.

Four anonymised B2B engagements show content delivery, search positions and assistant visibility. They do not establish revenue.

Product analytics is a model of progress. A database full of completed actions may still miss the buying and activation journey.

A mention in an AI answer does not tell you whether an agent could buy, chose your offer or completed the job.

Different billing units change cost exposure. Compare the same completed outcome before arguing about a premium.

Failure billing is part of the offer. It affects the buyer’s exposure and the supplier’s margin.

Start with the channel’s actual requirements and the job’s constraints, then test the offer.

An appealing promise creates expectations. Onboarding and execution need to meet them.