The Honest Measurement Stack

The chart puts one red box on the left against three boxes on the right. The red box is "per-channel return," a single clean figure that looks exact but is invented at a volume of only twenty deals a year. The three boxes on the right are honest instead of precise: writing down the real story behind each closed deal, watching early signals like branded searches and "I've been following your work" mentions, and a yearly look-back matching marketing periods to pipeline periods. At a small number of deals, honest and roughly-right beats precise and fake.