skills/design-btob-growth/references/output-contract.md

# B2B Growth Output Contract

## Contents

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

## 1. Missing-input behavior

Ask at most three questions that change the primary bottleneck:

- What account condition or event creates a real need now?
- Where does buyer commitment stop, not merely seller activity?
- Who must approve, implement, and realize value?

If answers are unavailable, provide a provisional diagnosis with explicit unknowns and the smallest discovery action.

## 2. Compact diagnosis

```text
Core diagnosis:
Primary stop structure:
Why:
Missing buyer commitment:
Next mutual step:
Missing internal-selling asset:
Do not do:
```

## 3. Full design

```text
Decision: Proceed / Qualify further / Nurture / Hold / Disqualify

Decision owner, scope, and deadline:
Product and sales context:
ICP:
Exclusion criteria:
Demand trigger:

B2B stage:
Primary bottleneck:
Secondary hypothesis:
Buying committee:
Approval and procurement route:

Confirmed facts:
Interpretation:
Buyer-side hypotheses:
Unknowns:
Evidence level:

Meeting or deal intervention:
Missing internal-selling asset:
Next mutual commitment:
Automation role:
Human-intervention point:

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

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

## 4. Decision states

- **Proceed:** fit, need, buyer commitment, and delivery feasibility support progression.
- **Qualify further:** material uncertainty remains but can be resolved through a bounded next step.
- **Nurture:** fit or future need exists, but readiness or permission is insufficient now.
- **Hold:** a prerequisite, internal capacity, or decision route is missing.
- **Disqualify:** fit, economics, risk, implementation, or value realization is structurally unacceptable.

## 5. Quality checks

- ICP includes value and buying conditions, not demographics alone.
- One primary stop structure is named.
- Buyer progress is separated from seller activity.
- Relevant stakeholders and approval route are mapped.
- The proposed asset removes a diagnosed blocker.
- The next step is mutual, owned, dated when possible, and evidence-producing.
- Downloads and opens are not treated as purchase intent.
- Automation does not replace judgment, permission, or relationship.
- No ROI, urgency, authority, or consensus is invented.
- “What not to do” is specific.