Maintain a Customer Evidence Library
A library for approved proof points, sources, and permissions.
Set the scope
Maintain a Customer Evidence Library starts with a written boundary. Name the event, the source, the owner, the evidence, and the point where the work must stop.
The main risk is that a proof point can be reused without permission or context. Record the source and time before changing a status.
Capture the evidence
A usable record includes evidence, customer, source, permission, owner, and review date. Keep the source beside the record so another reviewer can reconstruct what happened.
The product marketing lead confirms the decision or exception. The support role can catalog approved evidence and route requests, but should not fill a gap with an assumption.
Separate preparation from judgment
Decisions about claims and permission decisions remain with the authorized owner. Use three labels: proceed, pause for missing evidence, and escalate.
Apply the labels to real examples. The record should show the current state and the next owner.
Run the review
Review missing permissions, stale evidence, and usage. Sort by age, owner, and exception reason.
For example, a case study quote is used after approval expires. Record what evidence was available and who owned the next step.
Pilot one workflow
Start with one evidence type. Test the checklist on a small batch and review exceptions with the owner.
Expand only after the workflow produces a reviewable record and a predictable review rhythm.
Related GTM guides
Frequently asked questions
What should stay with the accountable owner for customer evidence?
Decisions about claims and permission decisions and any exception outside the written rule stay with the authorized owner.
What should the support role record?
The approved action, source evidence, current status, exception, and next owner.