What Counts as a “Result” in Results as a Service (RaaS) for B2B GTM?

A CMO walks into the Monday pipeline review with what looks like a strong story: event leads are up, webinar attendance is strong, LinkedIn ads are driving clicks, and the nurture program is getting replies. Then Finance asks the question that changes the tone: “So what was the result?”

That question is why Results as a Service (RaaS) is gaining momentum in B2B GTM. If you are buying outcomes, you need shared definitions of outcomes. No vague “influence.” No fuzzy “engagement.” Clear rules Finance and RevOps can agree on, and Sales can trust.

This gap is what Wyzard, the Signal-to-Revenue AI, solves. Orchestrating every signal into revenue, Wyzard.ai captures buyer signals the moment they happen and triggers the right follow-up across channels, turning buying moments into revenue opportunities. In a world moving toward Results as a Service (RaaS), the ability to connect signals to actions to outcomes separates activity from measurable delivery.

What Results as a Service (RaaS) Requires

At a practical level, Results as a Service (RaaS) means you pay for a result. What makes it hard is that “result” gets used loosely. One team calls a form fill a result. Another calls a meeting a result. Another calls influenced pipeline a result.

For Results as a Service (RaaS) to work in GTM, each “result” needs:

• A definition (what counts)
• Exclusions (what does not count)
• A measurement method (where the data lives)
• A time window (when it’s attributable)

If you cannot define it, you cannot buy it as Results as a Service (RaaS).

Why “Results” Break in Real GTM

Most GTM result debates come from three root problems:

1. Undefined outcomes. Teams start a motion without agreeing on what counts, then argue later when numbers conflict.
2. Signals trapped in silos. Event scans, webinar attendance, paid clicks, website intent, LinkedIn engagement, and nurture replies live in different tools.
3. Missing attribution plumbing. If outcomes do not write back cleanly into the CRM, your “truth” fractures.

This is why Wyzard.ai focuses on a System of Outcomes powered by a GTM Intelligence Graph. The graph unifies identity and context across channels. The system turns that context into governed execution and reporting. That foundation is what makes Results as a Service (RaaS) measurable and repeatable.

The Results Ladder: Not Every Result is Revenue, But Every Result Must Map to it

CMOs need outcomes that can be defended in a boardroom, but you do not have to start by buying “closed-won” as the only result. A healthier approach is a ladder of results that clearly leads to revenue.

• Engagement results (only if tied to intent and ICP)
• Qualification results (sales-ready readiness)
• Meeting results (qualified meetings held)
• Opportunity results (opportunity created, stage progression)
• Pipeline results (sourced, influenced)
• Revenue results (closed-won, expansion)

The goal is pipeline outcomes that are measurable and finance-friendly, improved over time through better signal handling and faster response, which increases sales pipeline velocity.

Results Catalog: Definitions and Exclusions You Can Use

Below is a practical “results catalog” for Results as a Service (RaaS). Use it as a starting point, then tune it to your ICP and sales process.

1) Sales-Ready Lead (SRL)

What counts

• Meets ICP fit (firmographic and persona match)
• Has intent beyond a single touch (example: webinar attended plus product page visit, or event scan plus email reply)
• Contact is valid and reachable
• Routed to the correct owner with context

Exclusions

• Missing key fields or unverifiable contact details
• Wrong persona or student, vendor, recruiter
• Duplicate lead for the same account and person
• One-off engagement with no intent signal

This is where lead qualification automation matters. You are not paying for volume. You are paying for leads Sales can act on.

2) Qualified Account Signal (ABM-ready)

What counts

• Multiple signals from the same account within a defined window
• Signals include at least one high-intent action (pricing, integration, demo, reply)
• Account matches ICP and target segment

Exclusions

• Bot-like traffic or anonymous noise
• Single low-intent page view
• Non-ICP accounts

3) Qualified Meeting Booked

What counts

• Meeting scheduled with an ICP persona or buying group member
• Meeting purpose aligns with your stage criteria
• Context included (why now, what signal triggered outreach)

Exclusions

• Duplicate bookings
• Meetings with out-of-scope personas
• Meetings scheduled without required context or routing accuracy

4) Qualified Meeting Held

What counts

• Meeting occurs with the right stakeholder(s)
• Discovery intent is real and captured (pain, timeline, ownership)
• Next step is agreed (technical validation, stakeholder intro, follow-up)

Exclusions

• No-shows (unless rescheduled under an agreed policy)
• Wrong stakeholder or misrouted meeting
• Vendor inquiries, partnerships, recruiting

5) Opportunity Created

What counts

• Opportunity created in CRM with required fields populated
• Qualification threshold met (your rules, not a hunch)
• Source and contributing signals captured

Exclusions

• Duplicate opportunities for the same buying motion
• Placeholder opps created without agreed qualification criteria
• Opportunities created outside your agreed time window

6) Pipeline Sourced

What counts

• Opportunity where the first meaningful touch is attributable to the motion
• Source rules are consistent and documented
• Deal is in an active sales stage

Exclusions

• Existing open opportunities re-labeled as new
• Renewals counted as sourced pipeline from a net-new motion
• Deals missing source mapping

7) Pipeline Influenced

What counts

• Your motion contributes meaningfully to progression (example: stakeholder reply, meeting held, reactivation signal)
• Influence window is defined and consistent
• Touches are tied to the account and opportunity record

Exclusions

• Late-stage touches that do not affect progression
• Generic impressions without engagement
• Untraceable touches not written back to CRM

This is where revenue orchestration matters. Influence is real only when the path from signal to action to outcome is visible.

8) Speed-to-First-Touch

What counts

• Time from a defined signal to the first meaningful touch (not an empty auto-response)
• Touch includes relevant context tied to the signal

Exclusions

• Internal tests
• Automated replies without personalization or context
• Touches that violate suppression or governance rules

This result is a direct lever for sales pipeline velocity.

9) Multi-Channel Coverage

What counts

• Target account or lead receives coordinated touches across approved channels within a defined SLA
• Touches follow governance rules and sequence logic

Exclusions

• Repetitive spam across channels
• Touches that ignore opt-outs or suppression lists
• Activity without intent context

This is multi-channel outreach measured as a result, not just a tactic.

Where Wyzard.ai Fits in a Results as a Service (RaaS) Model

If your goal is Results as a Service (RaaS), you need a system that connects signals, context, actions, and reporting. Wyzard, the Signal-to-Revenue AI, built for that loop.

• WyzSignals captures buying signals across events, webinars, LinkedIn ads, website behavior, and email replies.
  
• WyzEnrich adds the context that turns “a lead” into “a reason to reach out now.”
  
• WyzQualify applies fit and intent rules so Sales sees only what meets your definition of a result.
  
• WyzGoal lets teams define outcomes and launch goal-driven sequences across email and LinkedIn.
  
• WyzChannels executes across Agentic Chat, Agentic Email, and Agentic LinkedIn, plus workflow integrations that support Sales and RevOps with oversight and consistency.

Under the hood, the GTM Intelligence Graph keeps identity and signal history connected. The System of Outcomes keeps definitions, exclusions, and measurement consistent. AI GTM Engineers execute the work with human oversight so teams can scale without losing control.

Define Results Before You Buy Them

In Results as a Service (RaaS), the result is the product. Define it clearly, measure it cleanly, and connect it to buyer signals across channels, and you stop arguing about attribution and start improving outcomes.

If you want help defining your results catalog and turning event scans, webinar attendance, LinkedIn ad clicks, website intent, and nurture replies into measurable pipeline outcomes, book a demo with Wyzard.ai. We will map your signals to outcomes, set the counting rules, and show how the Signal-to-Revenue AI orchestrates every signal into revenue.