Chapter 14
Marketing Review Agenda
Chapter 14 of Silent Spend explains why most marketing reviews produce reports but not decisions. The format drives the outcome. A review that begins with a presentation will end with more questions. A review that begins with a decision framing will end with a decision.
Use this agenda to run a 30-minute review that ends with Scale, Change, or Stop. The Failure Modes tab shows what to watch for when the review starts to drift.
State the decision
Name the decision to be made and the criteria for making it. This is not a recap of what has happened. It is a framing statement: what are we deciding, and what would constitute a good outcome?
Present the evidence
What did we say success would look like before spend began? What actually happened? Present evidence against those criteria only. Do not present a general performance report.
Discussion
Discussion must be in service of the decision. Off-topic questions get parked. New context is welcome. Fresh justifications for why the criteria should not apply are not.
Make the decision
Scale, Change, or Stop. Document it with the decision owner's name and the date. No decision is a decision to continue by default - if that is the outcome, make it explicit.
Decision
Every review must end with one of these three outcomes.
0 of 4 stages done
The reviews framework is covered in full in Chapter 14 of Silent Spend.
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