Who RAMMP is for · Lenders
For lenders: validate marketing risk before extending capital
When revenue projections depend on marketing performance, marketing stability becomes credit risk. If trust behaviour is unstable, projected cash flows are fragile.
The risk lenders are carrying.
When lending relies on projected revenue growth, exposure includes marketing-linked credit risk, unvalidated growth assumptions, volatile conversion behaviour, overstated revenue feasibility, and continuation of structurally unstable spend. If marketing is the growth engine, its stability must be validated.
What happens if you skip behavioural validation.
Revenue forecasts rely on fragile conversion patterns. Capital is extended against untested assumptions. Growth projections collapse under scale pressure. Refinancing depends on performance that cannot be sustained. Historical financials do not validate forward stability.
The standard before extending capital.
Where projected revenue depends on marketing scale, structured Marketing Due Diligence should validate trust integrity across the buying journey, behavioural stability thresholds, and revenue feasibility relative to capital exposure. 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.
STOP · KEEP · FIX · PROVE
- STOPSTOP lending against a funnel scored below threshold.
- KEEPKEEP exposure where behaviour is stable.
- FIXFIX the conditions before drawdown.
- PROVEPROVE feasibility with a re-score.
Run RAMMP when
growth projections depend on marketing performance, you are assessing a facility for a marketing-led business, refinancing rests on forward revenue, or covenants depend on sustained conversion.
Optimisation is not governance.
Past performance does not underwrite forward stability. RAMMP measures the trust the projection depends on, before the capital is extended.
The six trust checkpoints
Where this funnel actually loses people →
- 01
The Arrival · MARKETING
“Is the borrower's marketing producing measurable revenue?”
- 02
The First Impression · BRANDING
“Does the brand support pricing power?”
- 03
The First Date · WEBSITE
“Is the digital conversion path quantifiable?”
- 04
The Honeymoon · COMMITMENT
“Are sign-ups producing trackable revenue?”
- 05
The Reality · ONBOARDING
“Is customer activation defensible against the credit thesis?”
- 06
The Moment of Truth · PRICING
“Are unit economics defensible to the credit committee?”
A projection resting on unmeasured marketing is fragile collateral. Validate the trust behind it first.