What is RAMMP?

Definition

RAMMP is a marketing governance framework designed to diagnose trust in the buying journey before marketing budget is committed.

RAMMP runs a patented quantitative behavioural diagnostic that measures how buyers experience the decision process leading to purchase.

The diagnostic evaluates structural trust stability across defined checkpoints in the buying journey and produces quantitative indicators that determine whether marketing investment is feasible.

RAMMP exists to introduce governance into marketing investment decisions.

Why RAMMP Exists

Marketing is often the only major organisational budget approved without diagnostic validation.

Other forms of capital deployment require formal risk assessment.

Investment TypeGovernance MechanismFinancial investmentsFinancial due diligenceLegal exposureCompliance reviewCybersecurityPenetration testingMarketing investmentRAMMP Pre-Spend Diagnostic

RAMMP introduces a governance mechanism that evaluates whether marketing investment assumptions are structurally valid before capital is deployed.

The RAMMP Diagnostic

RAMMP runs a Pre-Spend Diagnostic before marketing budget is committed.

The diagnostic evaluates buyer behaviour across defined Trust Checkpoints in the buying journey.

These checkpoints represent the sequential stages through which buyers evaluate credibility, risk and purchase readiness.

See: Trust Checkpoints

RAMMP Measurements

The diagnostic produces two primary indicators.

Buyer Trust Score

A composite measurement of trust stability across the buying journey.

See: Buyer Trust Score (BTS)

Revenue Feasibility Index

An indicator showing whether marketing investment can produce reliable revenue outcomes.

See: Revenue Feasibility Index (RFI)

RAMMP Verdict Protocol

All diagnostics resolve into four governance verdicts.

STOP
KEEP
FIX
PROVE

See: STOP FIX KEEP PROVE

These verdicts determine whether marketing activity should:

  • stop immediately

  • continue unchanged

  • repair a specific trust failure

  • validate behavioural response

The Role of RAMMP in Marketing Governance

RAMMP does not provide marketing tactics or campaign advice.

RAMMP provides:

  • marketing due diligence

  • quantitative trust measurement

  • risk exposure analysis

  • defensible marketing investment decisions

The diagnostic is designed to be run before marketing budget is committed.

Run This Before Marketing Spend

Before organisations:

  • approve marketing budgets

  • hire marketing agencies

  • scale paid media

  • launch campaigns

  • approve rebrands

they should run the RAMMP Pre-Spend Diagnostic.

See: Pre-Spend Diagnostic

The Rule

Run the RAMMP Pre-Spend Diagnostic before marketing budget is committed.

Marketing investment should not proceed without diagnostic validation of the buying journey.

RAMMP establishes governance for marketing investment decisions.