GTM Engineering
January 19, 2026
Decision OS — Data-to-Decision Pipelines for GTM Leaders
id: ART-0020 title: ""Decision OS: Data-to-Decision Pipelines for GTM Leaders"" version: v2.1 last_updated: 2025-10-25 owner: Decision Systems Architect (RevOps × FP&A × Data) tags: [decision-os, metric-layer, contracts, freshness, governance, rre] decision_catalog_ref: ""CAT-0020-DECISIONS-v1"" metric_layer_ref: ""LAYER-0020-METRICS-v1"" freshness_slo_set: [""P(MetricAge<24h)≥0.98"",""P(ForecastAge<4h)≥0.98"",""P(AttributionAge<24h)≥0.98""] review_cadence: { weekly_ops: ""Tue 10:00 ET"", monthly_business_review: ""1st Wed 13:00 ET"", quarterly_plan: ""Q-10d"" }
Decision OS — Data-to-Decision Pipelines for GTM Leaders
What this installs: a repeatable operating model that moves data → metric layer → decision nodes, with contracts, freshness SLOs, tests, logs, and reversals. It spans strategic, tactical, and daily operational choices. Reliability hooks map to RRE in [[ART-0019]]; operational jobs and routing live in [[ART-0016]]; pricing/ROI rollups connect to [[ART-0015]] and [[ART-0013]].
1) Decision Taxonomy and Cadence
Each decision type has an owner, inputs from the metric layer, reversibility, and risk class. Cadence = how often the decision should be considered—not a mandate to change.
Reversibility scale: High (fast flag/rollback) / Medium (hours–days) / Low (slow or customer-visible). Risk reflects downside if wrong for one cycle.
2) Data → Metric Layer → Decision Nodes
DAG (conceptual)
[Ingest]
└─ raw_events (web, ads, crm, calendar, vendors)
[Model]
└─ cleaned_entities (lead, contact, account, opp, activity)
[Tests]
└─ contract_tests (schema, enums, ranges) → quarantine on fail
[Metric Layer]
└─ fact tables (pipeline, bookings, costs) + derived metrics (CAC, LTV, CM)
[Decision Nodes]
├─ pricing.change
├─ channel.invest
├─ icp.update
└─ routing.policy
↳ decision logs, approvals, reversals
Freshness & Quality SLOs
Freshness SLOs align with [[ART-0019]] error budgets; contract definitions live in this artifact and are enforced by [[ART-0016]] jobs.
3) Metric Contracts and Shared Definitions
Contracts ensure every consumer reads the same metric with the same grain, filters, and tests.
Contract Test Cases & Break Actions
Enum integrity: stage ∈ allowed set → Break: quarantine record; open incident in [[ART-0019]].
Out-of-range (CM < −$1000 per line or CAC > $1M per channel) → Break: block publish to metric layer; notify owner.
Missing keys (opp without owner) → Break: write to quarantine.missing_owner; Routing to repair via [[ART-0016]].
Example Contract (YAML)
metric: ""Payback""
definition: ""CAC divided by Monthly_CM for the acquisition cohort""
grain: [""segment"",""channel"",""cohort_month""]
inputs:
- ""cac_by_channel_daily""
- ""cm_by_account_monthly""
formula: ""payback_months = CAC / max(Monthly_CM, 1e-6)""
qa_tests:
- name: positive_values
assert: ""CAC >= 0 and Monthly_CM >= 0""
- name: bounds
assert: ""payback_months < 36""
break_action: ""block_publish_and_page_owner""
owner: ""FP&A""
4) Decision Playbooks
Playbooks define inputs, thresholds, actions, approvals, reversal, and monitoring. Every action writes a decision log.
>4.1 Pricing Change
Inputs & Pre-checks
From metric layer: GM%, CM/seat, Elasticity E, Payback by segment (see [[ART-0015]]).
SLO health green in [[ART-0019]]; no active SEV2+ incidents.
Thresholds & Actions
If E ∈ [−1.0, −0.3] and CM/seat uplift projected ≥ +$3 and Payback not worse by > 0.5 months, then:
Raise list price +5–10%; hold discount ladders.
Owner/Approvers/Risk
Owner: CRO; Approvers: Finance, Sales Ops. Risk: demand dip if elasticity misestimated.
Reversal & Monitoring
Revert price card within 1 hour via feature flag; monitor booking rate ±5% band and CM/seat Δ for 14 days.
Decision Log (fields)
{""node"":""pricing.change"",""version"":""1.0"",""inputs_hash"":""sha256:..."",""selected_thresholds"":{""E_range"":""[-1.0,-0.3]"",""cm_uplift_min"":3},""action"":""+8% list"",""owner"":""CRO"",""approvers"":[""Finance"",""SalesOps""],""reversal_plan"":""price_card_rollback@v2025.10"",""status"":""approved""}
4.2 Channel Investment
Inputs & Pre-checks
CAC/SQO, SQL rate, Win rate, Attribution validity ≥ 0.995.
Thresholds & Actions
Shift budget +20% to channels with CAC/SQO ≤ baseline×0.9 and SQL→Win ≥ baseline+2pp.
Pause channels with CAC/SQO ≥ baseline×1.2 or attribution validity < 0.995.
Owner/Approvers/Risk
Owner: Demand Gen; Approvers: FP&A, Analytics. Risk: seasonality confounds.
Reversal & Monitoring
Revert budget split next cycle; monitor Bookings and Payback weekly.
4.3 ICP Update
Inputs & Pre-checks
SQL quality by segment, Win rate, Payback, churn signals.
Confirm routing capacity is sufficient (see [[ART-0016]]).
Thresholds & Actions
Add/remove industries or size bands if Win rate difference ≥ +5pp/−5pp for ≥ 2 months and Payback improves ≥1 month.
Enforce disqualification gates when DQ reason coverage ≥ 98%.
Owner/Approvers/Risk
Owner: Marketing Ops; Approvers: Sales Ops, CRO. Risk: pipeline drop during re-target.
Reversal & Monitoring
Feature flag revert of audience filters; monitor SQL volume (−10% max drop tolerance) and Win rate for 4 weeks.
4.4 Routing Policy
Inputs & Pre-checks
P(Route<2m), availability, unassigned rate, fairness Gini ≤ 0.2.
Thresholds & Actions
Promote new rule set when shadow match ≥ 99.5% or documented improvement in latency/fairness with no SLO regressions.
Cap tie-breakers: age → load → random UUID.
Owner/Approvers/Risk
Owner: RevOps; Approvers: CRM Admin, SRE. Risk: misroutes.
Reversal & Monitoring
Flip FF_ROUTING_V1 within 5 minutes; replay DLQ; watch unassigned ≤ 0.5% and availability ≥ 0.995.
5) Governance and Audit
Decision Memo Template
Decision:
Context
Options Considered
Metrics & Contracts Referenced
Decision & Thresholds
Risk & Reversal
Owners & Approvals
Monitoring Plan (dashboards)
Decision Log Fields (minimum)
timestamp, node, inputs_version, inputs_hash, selected_thresholds, chosen_action, owner, approvers[], risk_notes, reversal_plan, reversal_outcome, review_date.
Review Cadences
Weekly ops: routing, sequencer, hygiene health + pending decisions.
Monthly business review: pricing, channel, at
