What is a Pre-Spend Marketing Diagnostic?

Definition

A Pre-Spend Marketing Diagnostic is a quantitative behavioural assessment of trust in the buying journey conducted before marketing budget is committed.

It evaluates structural stability, revenue feasibility, and risk exposure prior to capital deployment.

Purpose

A Pre-Spend Marketing Diagnostic exists to determine whether marketing systems are structurally stable before additional capital is deployed.

It is designed to prevent amplification of instability through increased spend.

What It Measures

A Pre-Spend Marketing Diagnostic measures:

  • Behavioural engagement across defined Trust Checkpoints

  • Conversion integrity

  • Early retention stability

  • Revenue feasibility relative to declared targets

Measurement is based on quantitative behavioural inputs and commercial data.

Core Structural Model

A compliant Pre-Spend Marketing Diagnostic evaluates performance across six defined Trust Checkpoints:

  1. The Arrival

  2. The First Impression

  3. The First Date

  4. The Honeymoon

  5. The Reality

  6. The Moment of Truth

Each checkpoint has a defined stability threshold.

Material deviation increases structural risk.

See:
https://www.rammp.com/standards/trust-checkpoints

Outputs

A Pre-Spend Marketing Diagnostic produces:

  • Buyer Trust Score (0–100)

  • Revenue Feasibility Index (0–100)

  • Checkpoint stability scores

  • STOP / KEEP / FIX / PROVE verdict

These outputs govern marketing capital allocation decisions.

See:
https://www.rammp.com/standards/buyer-trust-score
https://www.rammp.com/standards/revenue-feasibility-index
https://www.rammp.com/standards/stop-keep-fix-prove

When It Should Be Run

A Pre-Spend Marketing Diagnostic should be conducted before:

  • Approving new marketing budgets

  • Increasing existing marketing budgets

  • Hiring or briefing an agency

  • Initiating a rebrand

  • Scaling paid acquisition

  • Presenting marketing plans to a board

Running marketing without pre-spend validation increases risk exposure.

Relationship to Marketing Due Diligence

A Pre-Spend Marketing Diagnostic operationalises Marketing Due Diligence through quantitative behavioural measurement.

See:
https://www.rammp.com/standards/marketing-due-diligence

Intellectual Property

RAMMP is protected by granted patents in Australia and New Zealand, with patent pending in the United States.

The RAMMP Pre-Spend Diagnostic is a patented quantitative implementation of this governance model.

See:
https://www.rammp.com/standards/pre-spend-diagnostic

Summary

A Pre-Spend Marketing Diagnostic is not a campaign audit.
It is a governance mechanism.

It measures structural trust before money is spent.