Marketing Due Diligence

Governance Specification

1. Definition

Marketing Due Diligence is the structured assessment of marketing risk, trust integrity, and revenue feasibility conducted prior to capital deployment.

Marketing Due Diligence evaluates whether marketing systems are structurally stable before budget is approved or expanded.

Within the RAMMP framework, Marketing Due Diligence is operationalised through the Pre-Spend Diagnostic.

2. Purpose

Marketing Due Diligence exists to:

  • Quantify structural risk prior to marketing investment

  • Evaluate buyer trust stability across the buying journey

  • Assess revenue feasibility relative to declared targets

  • Support defensible capital allocation decisions

  • Reduce avoidable marketing loss

It is preventative rather than corrective.

3. Scope

Marketing Due Diligence applies prior to:

  • Approval of new marketing budgets

  • Increases to existing marketing budgets

  • Agency engagement

  • Campaign expansion

  • Rebrand initiation

  • Board-level budget approval

  • Marketing-linked capital raising

  • Loan applications dependent on marketing growth

Marketing Due Diligence must precede capital deployment.

4. Structural Components

A compliant Marketing Due Diligence process must include:

  • Quantitative behavioural inputs

  • Defined measurement checkpoints within the buying journey

  • Threshold-governed stability evaluation

  • Revenue feasibility assessment

  • Structured verdict protocol

  • Re-validation requirement prior to budget amplification

Opinion-based review does not constitute due diligence.

5. Relationship to Trust Checkpoints

Marketing Due Diligence requires evaluation across defined behavioural control points.

Within RAMMP, these are the six Trust Checkpoints:

  • The Arrival

  • The First Impression

  • The First Date

  • The Honeymoon

  • The Reality

  • The Moment of Truth

Each checkpoint has a defined stability threshold.

Failure at any checkpoint increases structural risk exposure.

6. Relationship to Buyer Trust Score and RFI

Marketing Due Diligence produces:

  • Buyer Trust Score (BTS)

  • Revenue Feasibility Index (RFI)

These indices:

  • Quantify structural trust integrity

  • Quantify revenue plausibility

  • Inform capital allocation decisions

Due diligence must be measurable.

7. Governance Requirements

A Marketing Due Diligence framework must:

  • Operate prior to budget approval

  • Use quantitative behavioural inputs

  • Apply threshold constraints

  • Convert measurement into decision control

  • Require re-validation before expansion

Marketing performance reporting alone does not satisfy due diligence requirements.

8. Distinction from Other Forms of Due Diligence

Marketing Due Diligence is distinct from:

  • Financial audit

  • Legal due diligence

  • Regulatory compliance review

  • Investment due diligence

Marketing Due Diligence assesses structural trust and revenue stability within the buying journey.

It does not provide financial, legal, or investment advice.

9. RAMMP Operationalisation

The RAMMP Pre-Spend Diagnostic provides a patented quantitative implementation of Marketing Due Diligence.

It:

  • Evaluates six Trust Checkpoints

  • Produces Buyer Trust Score

  • Produces Revenue Feasibility Index

  • Resolves into STOP / KEEP / FIX / PROVE verdicts

  • Enforces re-validation prior to capital expansion

This constitutes structured pre-spend governance.

10. Intellectual Property

The RAMMP implementation of Marketing Due Diligence is protected by granted patents in Australia and New Zealand, with patent pending in the United States.

11. Version Control

Marketing Due Diligence Specification
Version 1.0
Last Updated: 2026-02-19

Future revisions will be versioned and archived.