The CMO’s Checklist for Buying Results as a Service (RaaS): Attribution, Guardrails, and Counting Rules

You have the budget conversation coming up. Pipeline targets are locked. Your team ran the event, shipped the webinar, launched the LinkedIn ads, and kept the nurture program moving. Then the board asks the question that resets the room: “What did that spend produce?”

That is where Results as a Service (RaaS) becomes a real buying decision. CMOs are done paying for “activity” and hoping it turns into pipeline. They want outcomes that can be defined, defended, and repeated. That is exactly why Wyzard, the Signal-to-Revenue AI, exists. Orchestrating every signal into revenue. We capture buyer signals the moment they happen and turn them into revenue opportunities across email, LinkedIn, chat, voice, events, webinars, and paid. Done right, RaaS is not a bet. It is a system.

This checklist helps you buy Results as a Service (RaaS) without vanity outcomes, black boxes, or attribution chaos.

What Results as a Service (RaaS) Means For a CMO

At its core, RaaS means you are buying a measurable outcome, with clear definitions for what counts, plus a transparent way to prove delivery. Instead of paying for access and adoption, you pay for outcomes tied to revenue.

The trap is assuming any “AI” offer equals RaaS. It does not. Real RaaS requires:

1. A defined result, plus exclusions.
2. A governed execution model.
3. Proof that holds up in a finance review.

Three Failure Modes to Avoid

1) Vanity outcomes
Meetings booked that do not match ICP. Leads “qualified” with fuzzy criteria. Pipeline that looks strong in a slide deck and disappears in Sales stages.

2) Black-box delivery
If you cannot see what actions happened and why, you are not buying Results as a Service (RaaS). You are buying confidence theater.

3) Attribution collapse across channels
Event scans, webinar attendance, PPC clicks, website intent, LinkedIn engagement, and nurture replies sit in different tools. Without counting rules plus clean writeback, every team ends up with a different version of impact.

The Checklist for Choosing Results as a Service (RaaS)

Use this as a scorecard. If answers sound vague, pause.

A) Outcome definitions and counting rules (what counts)

Ask for written definitions before anything launches.

Qualified Meeting (counts if):

• ICP fit is met (your rubric for industry, size, region, tech)
• Right persona, or a buying group member, is present
• Intent threshold is met (example: event scan + webinar attendance, or pricing revisit + reply)
• The meeting is held, not just booked

Qualified Meeting (does not count if):

• Duplicate booking for the same contact or account
• No-show without an agreed reschedule policy
• Student, vendor, recruiter, competitor, or out-of-scope persona
• Meeting routed incorrectly and rejected by Sales

Mirror this structure for “opportunity created” and “pipeline influenced.” For Results as a Service (RaaS), counting rules are the contract.

B) Guardrails and control model

Scale creates risk. Protect the brand while moving fast.

Your requirement should include human-in-the-loop governance:

• Approvals for new messaging, new segments, new channels
• Rate limits and throttling to prevent over-messaging
• Suppression lists, opt-outs, compliance handling
• Escalation rules for high-intent moments (when a human steps in)

If a provider cannot explain who can change rules, who can pause motions, and how compliance is enforced, “results” will come with hidden costs.

C) Measurement you can defend

You want ROI measurement for AI that ties actions to outcomes. Not a dashboard of opens and clicks.

Ask for reporting that includes:

• Time-to-first-touch from signal
• Meeting acceptance rate vs held rate
• Opp creation rate from qualified meetings
• Pipeline sourced vs influenced, with definitions
• Disqualification reasons, so the system learns and improves

If the measurement cannot survive a CFO follow-up, it is not Results as a Service (RaaS).

D) Transparency and auditability

Make agent observability a hard requirement. That means:

• Action logs: what was sent, when, and in which channel
• Decision traces: why a lead was prioritized, why a message path was chosen
• Change history: what changed, by whom, and when
• Experiment tracking: play versions, A/B tests, learnings

A simple test: pick one account and explain the full story from signal to outcome in two minutes.

E) Attribution and data plumbing (non-negotiable)

If outcomes do not land back in your system of record, reporting fractures.

Require CRM writeback for:

• Lead and account status updates
• Qualification reasons and routing outcomes
• Activity logs across channels
• Meeting outcomes and disqualification reasons

This is where Wyzard.ai is built differently. Wyzard.ai connects your GTM stack and captures signals across channels through the GTM Intelligence Graph, then writes back outcomes so Marketing, Sales, and RevOps share one story.

F) Qualification quality and routing (where outcomes live or die)

If qualification is weak, “results” become noise.

Require lead qualification automation that is transparent:

• Fit: firmographics, technographics, persona match
• Intent: behavior, recency, frequency, depth of engagement
• Readiness: stage cues from replies, high-intent pages, event and webinar signals

Then lock routing rules:

• SDR vs AE direct
• Territory and account ownership logic
• SLAs for follow-up
• Rules for buying committees, not just one contact

How Wyzard.ai Supports Auditable Results as a Service (RaaS) Outcomes

Most teams have all the right tools and still miss the moment when a buyer is actually interested. Wyzard.ai captures those signals, connects your GTM stack, and triggers the right follow-up across channels, turning buying moments into revenue opportunities.

Practically, that looks like:

• WyzSignals to capture real-time intent from events, webinars, LinkedIn ads, website behavior, email replies, and CRM activity
• WyzQualify to apply fit plus intent rules and route only sales-ready prospects with a clear “why now”
• CRM writeback so outcomes, actions, and reasons land in the system your exec team trusts
• A System of Outcomes powered by the GTM Intelligence Graph, so every signal connects to identity, context, and action
• AI GTM Engineers that execute plays across chat, email, LinkedIn, and voice, with governed controls and traceability

This is how RaaS becomes repeatable, not random.

A Quick Evaluation Scorecard

Rate each category from 1 to 5:

• Outcome definitions and counting rules
• Governance and controls
• Measurement and reporting
• agent observability
• Attribution and CRM writeback
• lead qualification automation and routing quality

If any category is a 2 or lower, delivery risk shifts to your team.

Buy Outcomes You Can Prove

If you are evaluating Results as a Service (RaaS), do not settle for “we’ll figure it out after launch.” Start with definitions. Pair them with governance. Demand attribution plus auditability.

If you want a guided way to evaluate and pilot Results as a Service (RaaS), book a demo with Wyzard.ai. We will map your highest-value signals, from event scans to webinar attendance to LinkedIn ad clicks to nurture replies, into a governed motion that turns intent into measurable pipeline.