RAMMP Standards · Answer
Is a marketing audit enough?
An audit is useful. It is not the same as due diligence, and the difference is the whole point.
A marketing audit reviews what you are doing: the channels, the assets, the spend, the setup. It produces opinion and a checklist. What it does not produce is a measure of whether buyers actually trust the journey enough to act.
Why the distinction matters.
An audit can pass a funnel that is quietly losing buyers, because it inspects activity, not behaviour. Two reviewers can audit the same funnel and disagree, because there is no number to anchor the judgement.
What an audit does not give you.
A quantitative read on trust across the buying journey. A score you can compare before and after. A verdict that tells you to stop, keep, fix or prove.
The standard.
Marketing Due Diligence measures behavioural trust, not activity. 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 scores trust across six checkpoints and returns a Brand Trust Score out of 100 with a STOP, KEEP, FIX, PROVE verdict.
Optimisation is not governance.
An audit reviews. A diagnostic measures. Governance needs the measure.
Use the audit to tidy the activity. Use RAMMP to decide whether the journey can carry the spend.