An evidence standard that exists only as a principle is an intention. What makes it operable is a list: every claim the business makes externally, with its source, its period, its measurement method, its permission status and the date it was approved.
The first time a firm builds one, the results are uncomfortable in a predictable way. A number on the website traces back to a calculation nobody can reproduce. A phrase in the sales deck was written for a specific pitch four years ago and has been repeated since. A credential is accurate and describes a person who has left.
Why a register and not a review
Claims are not added in a single event that a review could catch. They arrive one proposal, one deck and one page at a time, usually under deadline, and each addition is individually reasonable. Only the accumulation is the problem, and only a list makes the accumulation visible.
The register also makes the removal decision cheap. Without it, retiring a claim requires someone to argue against a sentence that has been in use for years and that people are attached to. With it, the claim either has its five fields filled in or it does not, and the conversation is about the evidence.
What it is worth commercially
Buyers in most categories now check. The check is fast, it is partly automated, and it is often done before anyone speaks to you. A claim that does not survive a few minutes of scrutiny costs more than it ever earned, and the buyer who found it does not tell you.
A register is also the thing that lets a firm move quickly when it does have something to say, because the clearance work is already done rather than starting at the moment publication is wanted.