Sample Pack

Signals DiagnosticSample Pack

Instrument. See. Ship.

This anonymized sample shows the exact artifacts you receive in a 10‑business‑day Signals Diagnostic.

Who this is for

Symptoms

KPIs are debated; definitions drift between teams.

Events are missing or inconsistent; dashboards disagree with product reality.

Leadership is asking for "AI" without a defined use case or KPI.

Decisions slow down because telemetry cannot be trusted.

Ideal profiles: Founder‑led B2B SaaS (6–40 ppl), Vertical SaaS (real estate/fintech ops/healthcare‑adjacent), internal tools teams inside mid‑market orgs.

Outcomes

Definition of Done

Ratified KPI tree and North Star

Event Schema v1 (naming conventions + owners) ready to implement

Tracking Gap Audit and Data/Ownership Map

90‑day build plan (prioritized, with resourcing assumptions)

6–8 slide executive brief that stands up in board/executive rooms

Price band: $2.5k–$4.5k (fixed)

Credit: 100% applied to a Spine Build Sprint started within 30 days

Timeline

10 business days

Day 1–2

Stakeholder interviews (Founder/PM/Eng/CS). Pull access (read‑only).

Day 3–4

Current telemetry review; draft KPI tree and event schema v1.

Day 5

Checkpoint: align on definitions; confirm scope for v1 schema.

Day 6–8

Gap audit, data/ownership map, 90‑day plan draft; starter dashboard mock.

Day 9

Executive brief assembled; review with sponsor.

Day 10

Readout: KPI tree ratified; v1 schema approved; plan accepted.

Example KPI Tree

Anonymized

North Star

Activated Accounts (7‑day)

Activation

•Time‑to‑First‑Value (TTV) median (goal: ≤ 24h)
•% accounts completing Key Action X in 7 days
•Onboarding drop‑off at Steps A/B/C

Retention

•4‑week retained accounts (% of activated)
•Weekly active users per account (p50)
•Feature adoption for SKU‑critical features

Expansion

•Seat expansion rate (90‑day)
•Upgrade rate Free → Paid (or Tier A → B)
•Expansion revenue share (MRR %)

Event Schema v1

Snippet

{
  "account_created":   {"props": ["plan_type","source"], "owner": "Growth"},
  "project_created":   {"props": ["template","seats"], "owner": "PM"},
  "data_connected":    {"props": ["source","count"], "owner": "PM"},
  "first_value_action":{"props": ["action_id","ttv_hours"], "owner": "PM"},
  "invite_sent":       {"props": ["role","count"], "owner": "PM"},
  "feature_adopted":   {"props": ["feature_id","time_to_value"], "owner": "PM"},
  "upgrade_completed": {"props": ["from_plan","to_plan","arpu"], "owner": "RevOps"},
  "churn_recorded":    {"props": ["reason_code","tenure_days"], "owner": "CS"}
}

Data & Ownership Map

Sample

Domain	System	Owner	Trust	Notes
App events	GA4/Mixpanel	PM	Medium	Naming drift on onboarding events
Warehouse	Snowflake	Data	High	Single source for revenue metrics
Billing	Stripe	RevOps	High	Seat counts lag by 24h
CRM	HubSpot	RevOps	Medium	Stages inconsistent; needs mapping
Support	Intercom	CS	Low	Tags are free‑text; poor consistency

Tracking Gap Audit

Sample

Gap	Impact	Effort	Owner	Fix
Missing first_value_action	Can't measure activation reliably	2	PM/Eng	Emit on first success state with ttv_hours
No context on invites	Can't attribute team expansion	1	PM	Add role/count props to invite_sent
Upgrade path unlabeled	Monetization analysis blocked	2	RevOps	Emit upgrade_completed with from/to plan & ARPU

90‑Day Build Plan

Example

Phase 1 (Weeks 1–2)

Instrumentation Foundation — implement schema v1; QA; runbook.

Phase 2 (Weeks 3–6)

Models & Dashboards — dbt starter; Activation/Retention/Monetization dashboards.

Phase 3 (Weeks 7–12)

Governance & Rituals — release measurement; monthly KPI review; ownership & glossary.

Executive Brief

Slide outline

What is slowing decisions today (evidence & quotes)

North Star & KPI tree (ratified)

Event schema v1 (key events + owners)

Tracking gaps & risks (prioritized)

90‑day plan (cost/benefit, resourcing assumptions)

Definition of Done & decision requests

Optional Add‑On: Applied AI Pilot

2–3 weeks

Use cases: Exec KPI Q&A; onboarding summarizer; weekly insights digest.

Guardrail: No AI without a metric. Pilot tied to a KPI with evaluation rubric (quality/latency/cost).

Access & Stakeholder Time

Read‑only access:

GA4/Mixpanel/Segment, warehouse/BI

Interviews:

Founder/PM/Eng/CS (2–3 total)

POC:

One engineering point person for feasibility checks

Anonymized Case Snapshots

Representative

Fintech Advisory (Advisory)

Unified messy portfolio & CRM data; delivered a data‑first MVP that surfaced opportunities (rebalance, TLH, upsell). Instrumented proposals from day 0.

Results (representative): proposal assembly [X→Y], proposal‑to‑close [A%→B%], surfaced AUM [$D→$E]

Real Estate Marketing SaaS (W‑2)

Launched the product analytics program: KPI tree, event schema, QA/naming, dbt starter, 3‑dashboard pack.

Results: activation (7‑day) [X%→Y%]; "what happened?" time [D days→E hours]

Mid‑market EdTech (W‑2)

Standardized telemetry & definitions across properties; unified exec dashboards; piloted AI insights digest.

Results: cross‑property time‑to‑insight [X days→Y hours]; exec dashboard adoption [C→D]

Commercials

Price band: $2.5k–$4.5k (fixed)

Terms: 50/50 or 100% upfront; Net 7

Credit: 100% applied to a Spine Build Sprint within 30 days

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