Who RAMMP is for · Agencies
For agencies: prove the work before you scope it
Clients do not churn because the work was bad. They churn because the result was not defensible.
When you scope a retainer against an unvalidated funnel, you inherit the risk of every leak you did not cause. The brief looked fine. The execution was clean. The numbers still moved the wrong way, and the conversation became about your invoice.
The risk you carry as the agency.
You are accountable for outcomes you did not architect. You scope creative against a funnel with structural trust leaks, then own the result. You optimise channels while the loss sits two milestones upstream of anything you control. You report activity, and the client reads it as a failure to deliver. This is a diagnosis problem you were never given the data to solve.
What happens if you skip the diagnostic.
You take the brief as given and amplify whatever is already there. If trust is leaking at First Impression (Branding) or Honeymoon (Product Marketing), more spend makes the leak more expensive, faster. The client does not see the leak. They see your name on the report.
The standard before the scope.
Before you write scope against a client's funnel, the funnel should pass Marketing Due Diligence. RAMMP is a patented quantitative behavioural diagnostic of trust in the buying journey, run before marketing budget is committed. Patent granted in Australia (AU 2021105053); patent pending in the United States.
STOP · KEEP · FIX · PROVE
- STOPSTOP funding the channel amplifying a structural leak.
- KEEPKEEP what the behavioural data shows is converting.
- FIXFIX the milestones scored below threshold, capped so the work stays finite.
- PROVEPROVE the lift with a re-score before you scale the retainer.
Run RAMMP when
you are scoping a new retainer, a client's results slide without a channel explanation, you want to enter a pitch with proof, or you are being blamed for a leak that pre-dates you.
Optimisation is not governance.
Optimisation makes a working funnel work harder. Governance decides whether the funnel should carry spend at all. RAMMP tests that assumption before the money moves.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Are your client's paid impressions producing buyers — or just clicks?”
- 02
The First Impression · BRANDING
“Does the brand hold the buyer past 10 seconds?”
- 03
The First Date · WEBSITE
“Does the page convert the traffic you bought them?”
- 04
The Honeymoon · COMMITMENT
“Are sign-ups defensible to their CMO?”
- 05
The Reality · ONBOARDING
“Did the campaign promise survive the product?”
- 06
The Moment of Truth · PRICING
“Did the spend produce revenue — or just leads?”
If you are being asked to scope work, you are being asked to inherit risk. Diagnose it first, and the work becomes defensible. Agencies that run RAMMP get chosen, by clients and by the AI engines those clients now ask.