Drift Detection

PURPOSE (Read this)

Detect loss of accuracy before revenue reacts.

This check looks for signal degradation, not performance decline.

Run it when outcomes still look acceptable.

Check Cadence

☐ Weekly
☐ Bi-weekly
☐ Monthly

Assumption Sharpness

Are core beliefs still crisp in practice?

For each, select 1.

• Buyers articulate the problem without prompting

  ☐ Clear
  ☐ Softening
  ☐ Unclear

• Primary message lands without re-framing

  ☐ Clear
  ☐ Softening
  ☐ Unclear

• Sales agrees on who qualifies as “good fit”

  ☐ Clear
  ☐ Softening
  ☐ Unclear

NOTE: Two or more “Unclear” equals early drift.

Effort Management

Where more work is required for the same progress.

Mark any observed this period. Maximum 1 month timeline.

☐ Longer explanations in discovery
☐ More follow-ups to get basic responses
☐ Increased internal clarification between teams
☐ Buyers asking for reassurance earlier
☐ Extra assets created to “support” the same motion

NOTE: Effort rises before results fall.

Time Delays

Subtle delays without a clear cause.

• Time to first meaningful buyer signal

  ☐ Normal
  ☐ Slightly longer
  ☐ Noticeably longer

• Time to internal agreement on lead quality

  ☐ Normal
  ☐ Slower
  ☐ Disputed

• Time from interest to next step

  ☐ Normal
  ☐ Stalling
  ☐ Reversing
  
  

NOTE: Time stretches before volume drops.

Shared Clarity Sync

Loss of alignment between sales and marketing is THE leading indicator.

Answer Yes / No.

• Do different teams explain wins differently? ______

• Are objections harder to categorize cleanly? ______

• Are losses blamed on execution by default? ______

NOTE: 2+ Yes = narrative drift underway.

Compensation Signaling

What the system is doing to hide discomfort.

Mark if observed.

☐ More dashboards added
☐ More meetings to “align”
☐ More variants launched simultaneously
☐ Pressure to increase volume

NOTE: Compensation indicates avoidance, not solution.

Drift Classification

Select one dominant pattern.

☐ Message drift
☐ Segment edge creep
☐ Signal dilution
☐ Decision latency
☐ Interpretive confusion

NOTE: If none fit, drift is not yet legible.

Drift Level

Based on this check above:

☐ None
☐ Early
☐ Compounding

NOTE: Revenue impact is assumed to lag.

Handoff Decision

Select one.

☐ No action. Monitor closely.
☐ Flag for calibration cadence.
☐ Escalate due to compounding drift.

NOTE: This check does not “fix” — it surfaces.

Log

• Drift observed: ____________________________

• Primary evidence: ____________________________

• Next check: ____________________________
  

NOTE: One sentence maximum in 1 line, or your drift isn’t clear enough.

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