Examples include difficulty reaching strategic accounts, customer introductions that are never completed or event invitations that consume too much team time. Pick one primary use case so the evaluation has a fair success standard.
Use real targets to measure relevant people found, potential paths, connector-confirmed relationships and approved requests. These establish whether there is useful coverage; they do not yet prove revenue.
Follow the approved requests through delivered introductions, held qualified meetings and accepted opportunities. Preserve evidence for each step.
Include software or service fees and internal effort. Show scenarios using observed conversion rates or clearly labelled assumptions. Treat open pipeline as potential future value, not realised ROI.
Compare against the practical alternative: manual research, additional headcount, another provider or continuing the current process. Include what each alternative would still require your team to do.
Orbb's service model is relevant where coordination and execution are part of the bottleneck. The business case should demonstrate both useful access and work actually completed, rather than treating every discovered relationship as incremental pipeline.