Chapter 4
Qualification Replacement Test
Chapter 4 of Silent Spend makes the case that marketing has no licensing, no standards, and no independent body to establish competence. Anyone can claim expertise. Confidence is not evidence.
This tool replaces the absent qualification standard. Work through the three sections before hiring a marketer, engaging an agency, or reviewing an existing arrangement.
What standard are we holding this person to?
Before evaluating anyone, you need to define what good looks like. Without this, you are judging on confidence and presentation rather than capability.
What proof exists beyond confidence?
The marketing industry selects for persuasiveness. Treat commercial evidence the same way you would in any other hiring or investment decision.
Who is actually doing the work?
The person who pitches is rarely the person who manages the account. Confirm who you are actually buying.
Hiring readiness test
If you cannot answer the questions in Section 1, you are not ready to hire. If the candidate cannot answer Section 2, they are not ready to be hired.
0 of 10 prompts addressed
The full argument for why standards matter is in Chapter 4 of Silent Spend.
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