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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.
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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