Chapter 13
Four Questions Canvas
Chapter 13 of Silent Spend introduces the four governance questions that separate well-governed marketing spend from marketing that simply rolls forward. Every material initiative should be able to answer all four before money moves.
Fill in the canvas for a specific initiative. If any question cannot be answered, the initiative is not ready to be funded.
Why are we spending this money?
Not "to grow" or "to build awareness." Name the specific commercial outcome - revenue, customers, market share - something the business would measure anyway.
What is it expected to produce?
Not "more leads" or "better awareness." Define a quantity, a cost target, a timeframe. Something you could objectively evaluate in 90 days.
How will we know if it worked?
Define the metric and the source. Not just the platform reporting. An independent measure - CRM data, revenue, customer count - that you control.
What will cause us to stop?
Define the kill condition before money moves. The result below which continued spend is not justified. "We'll see how it goes" is not a kill condition.
0 of 4 questions answered
The full Control Framework is explained in Chapter 13 of Silent Spend.
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