Who RAMMP is for · Boards
For boards: marketing spend requires due diligence before approval
Boards are accountable for oversight. Approving marketing spend without documented due diligence is an avoidable governance exposure.
The risk the board is carrying.
Approving budgets without pre-spend validation means oversight failure risk, capital misallocation risk, accountability exposure when asked what controls existed, continuation bias when stopping is politically costly, and governance drift when marketing is treated as exception spending. This is not a marketing issue. It is a governance control issue.
What happens if you skip due diligence.
Reporting becomes retrospective defence. Performance becomes a narrative instead of an evidence base. Spend increases amplify instability. Rebrands are approved without behavioural validation. The decision is exposed.
The standard before marketing spend.
Before capital is deployed, the organisation should conduct Marketing Due Diligence that validates trust integrity across the buying journey, stability within behavioural checkpoints, and revenue feasibility against the declared target. 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 approving spend into a leaking checkpoint.
- KEEPKEEP what the evidence supports.
- FIXFIX the failing milestones.
- PROVEPROVE the result with a re-score on the record.
Run RAMMP when
a marketing budget is tabled for approval, a major rebrand or agency engagement is proposed, the board needs a defensible record of marketing controls, or growth targets depend on marketing performance.
Optimisation is not governance.
Optimisation is management's job. Governance is the board's. RAMMP gives the board a measured control, not a narrative.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Is paid spend producing measurable buyers?”
- 02
The First Impression · BRANDING
“Is the brand consistent across the touchpoints under your charter?”
- 03
The First Date · WEBSITE
“Does the website convert the traffic the company is paying for?”
- 04
The Honeymoon · COMMITMENT
“Are sign-ups defensible to the board pack?”
- 05
The Reality · ONBOARDING
“Did the post-signup experience deliver on the brand promise?”
- 06
The Moment of Truth · PRICING
“Are pricing decisions defensible against unit economics?”
Approval without due diligence is exposure the board owns. Require the measure, and the decision becomes defensible.