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The Silent Spend Toolkit
These are the frameworks and templates referenced throughout the book. They are designed to be used by leadership teams, not marketers, to take control of marketing spend with the same rigour applied to every other commercial function.
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Silent Spend Calculator
Chapter 3Seven yes/no questions that reveal how much visibility and control your organisation has over its marketing spend. Each answer maps to a governance structure that should be in place. Score out of seven with risk bands from High risk to Strong position.
Open toolAgency Health Scorecard
Chapters 8, 10 & 11Rate your current agency relationship across ten dimensions - transparency, accountability, fee clarity, staff continuity, and more. Each dimension is scored 1 to 5. Total score out of 50 maps to a partnership health band.
Open toolGovernance Decay Checklist
Chapter 16Ten warning signs that marketing governance has begun to erode. Governance does not fail all at once - it decays. This checklist identifies which decay indicators are currently present in your organisation.
Open toolDownloadable templates
Frameworks and documents to use with your team.
Spend Justification Canvas
Chapter 14The foundational governance tool. Before any meaningful spend is approved, leadership articulates five things: the commercial objective, the capital at risk, the behaviour that proves it is working, the outcome that justifies continuation, and the outcome that triggers a stop.
Agency Brief Template
Chapters 11 & 19A structured document for defining expectations before signing with a new agency. Covers scope, deliverables, success criteria, reporting cadence, and exit terms. Sets the relationship up for accountability from day one.
90-Day Governance Plan
Chapter 22A detailed checklist for moving from chaos to control. Days 1–30: Assessment. Days 31–60: Introduction. Days 61–90: Embedding. Plus ongoing maintenance to prevent governance erosion.
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