Who RAMMP is for · CMOs
For CMOs: make the decision defensible before budget is committed
Marketing failure is rarely punished as a bad campaign. It is punished as a bad decision. If you approve the wrong lever, your credibility takes the hit.
The risk you carry as the CMO.
When you approve spend without pre-spend validation you carry career exposure as the owner of an unvalidated bet, governance exposure when decisions look like preference, capital exposure into unstable trust behaviour, and blame transfer when performance collapses and the narrative becomes marketing failed. This is not a performance problem. It is a pre-spend decision control problem.
What happens if you skip the diagnostic.
You scale spend into conversion instability and call it creative. You fund the wrong lever and call it strategy. You brief an agency into an unvalidated system and call it execution. If you are being asked to approve budget, you are being asked to authorise exposure.
The standard before marketing spend.
Before capital is deployed, the organisation should run 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. It validates trust behaviour and returns a Brand Trust Score and a verdict before money is committed.
STOP · KEEP · FIX · PROVE
- STOPSTOP funding the lever amplifying a leak.
- KEEPKEEP what converts.
- FIXFIX the failing checkpoints, capped.
- PROVEPROVE the lift with a re-score before you scale.
Run RAMMP when
you are about to approve budget or sign an agency, a campaign underperforms without a clear cause, you are preparing a board update on marketing, or you want every spend decision to read as due diligence.
Optimisation is not governance.
Optimisation tunes a working funnel. Governance decides whether to fund it. RAMMP measures whether the next dollar should move.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Is paid spend producing buyers — or just impressions?”
- 02
The First Impression · BRANDING
“Does the brand carry the buyer past the first 10 seconds?”
- 03
The First Date · WEBSITE
“Does the page convert the traffic the team bought?”
- 04
The Honeymoon · COMMITMENT
“Are sign-ups defensible — or vanity?”
- 05
The Reality · ONBOARDING
“Did activation prove the spend?”
- 06
The Moment of Truth · PRICING
“Are the unit economics defensible to the board?”
A spend decision you cannot defend is unmanaged risk wearing a plan. Measure it first. CMOs who run RAMMP build a marketing function that gets chosen, by AI and by humans.