skills/assess-ma-crm-ltv/references/output-contract.md

# MA, CRM, and LTV Output Contract

## Contents

1. Missing-input behavior
2. Compact diagnosis
3. Full diagnosis
4. Decision states
5. Quality checks

## 1. Missing-input behavior

Ask at most three questions that can change readiness or the primary bottleneck:

- What recurring need or decision is MA or CRM supposed to support?
- Where do customers fail to reach or continue receiving value?
- Which customer state can be observed well enough to trigger an action?

If answers are unavailable, provide a provisional diagnosis and the smallest discovery step. Do not invent readiness scores or LTV.

## 2. Compact diagnosis

```text
MA/CRM judgment:
Major blocker:
Primary customer-state bottleneck:
Role that should act:
LTV view:
Next move:
Do not do:
```

## 3. Full diagnosis

```text
Decision: Adopt or expand / Conditional pilot / Hold / Reduce or redesign / Adverse

Decision owner, scope, and deadline:
Business model and cohort:
Recurring need or decision:

Major blockers:
Supporting conditions:
Primary customer-state bottleneck:
Secondary hypothesis:

Strategic CRM responsibility:
Operational CRM responsibility:
MA responsibility:
CS responsibility:

LTV view used:
Accounting definition and assumptions:
Strategic LTV formation drivers:
Acquisition economics:

Automated action:
Human-intervention point:
Suppression and escalation:

Confirmed facts:
Proxies:
Hypotheses:
Unknowns:
Evidence level:

Desired Signal:
Counter-signal:
Guardrail:
Review window:
Action if crossed:

What to fix first:
What not to do:
Uncertainty and exceptions:
```

## 4. Decision states

- **Adopt or expand:** prerequisites and operating ownership support a defined use case.
- **Conditional pilot:** value is plausible but uncertainty warrants a narrow reversible test.
- **Hold:** demand, ICP, value realization, data, permission, or ownership is missing.
- **Reduce or redesign:** contact complexity or cost exceeds value, or adverse signals are increasing.
- **Adverse:** automation is likely to amplify irrelevant contact, poor experience, mistrust, or structural failure.

## 5. Quality checks

- Major blockers are assessed before supporting conditions.
- Strategic CRM, operational CRM, MA, and CS are not collapsed.
- One primary customer-state bottleneck is named.
- Contact has a customer benefit, entry, exit, suppression, and owner.
- Automation and human judgment are separated.
- Accounting LTV, acquisition economics, and strategic LTV are distinct.
- Financial assumptions include cohort, period, margin, and service-cost definitions or are labeled unknown.
- Strategic LTV is not calculated from an uncalibrated tree.
- Desired and adverse customer signals are included.
- “What not to do” is specific.