Who RAMMP is for · CFOs
For CFOs: marketing spend is capital allocation, so require due diligence
Marketing spend is capital allocation. If capital allocation requires due diligence everywhere else in the organisation, it requires due diligence here.
The risk you carry as CFO.
Approving budget without structured validation means capital allocation risk into an unvalidated lever, revenue forecast distortion built on unstable trust behaviour, governance exposure if oversight is questioned, continuation bias funding initiatives because stopping feels costly, and retrospective rationalisation in place of pre-approval validation. Marketing is treated as discretionary spend. It is capital deployment into probabilistic outcomes.
What happens if you skip due diligence.
Performance dashboards become post-mortems. Budget increases amplify unstable systems. Rebrands are funded without behavioural evidence. Underperforming initiatives continue because the money is already spent. Skipping due diligence does not preserve agility. It preserves exposure.
The standard before marketing spend.
Before capital is deployed, structured due diligence should validate trust integrity across the buying journey, stability within behavioural checkpoints, and revenue feasibility relative to risk. 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. It returns a Brand Trust Score and a Revenue Feasibility Index against the declared target.
STOP · KEEP · FIX · PROVE
- STOPSTOP approving capital into a leaking checkpoint.
- KEEPKEEP what the data validates.
- FIXFIX the failing milestones.
- PROVEPROVE feasibility with a re-score before the full budget releases.
Run RAMMP when
marketing budget is up for approval, a forecast depends on a marketing-driven revenue target, a rebrand or agency engagement is proposed, or oversight of marketing spend is under review.
Optimisation is not governance.
Dashboards report the past. Governance decides whether the next dollar should move. RAMMP measures it before approval.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Is paid spend producing measurable buyers — or auditable noise?”
- 02
The First Impression · BRANDING
“Does the brand hold the buyer past 10 seconds?”
- 03
The First Date · WEBSITE
“Is the page proven to convert?”
- 04
The Honeymoon · COMMITMENT
“Are sign-ups producing revenue — or vanity?”
- 05
The Reality · ONBOARDING
“Does activation justify the customer-acquisition cost?”
- 06
The Moment of Truth · PRICING
“Are the unit economics defensible to the audit committee?”
Capital deployed without due diligence is exposure, not investment. Require the measure first.