Chapter 3
Silent Spend Calculator
Chapter 3 of Silent Spend introduces the visibility gap - the space between what your organisation thinks it knows about its marketing spend and what it can actually account for. These seven questions test where you stand.
Answer honestly. Each yes represents a governance structure that is in place. The score reflects your organisation's overall marketing visibility and control.
Do you know your total marketing spend for the last 12 months - including all agency fees, platform costs, and internal salaries?
Can you name the three largest line items in that budget without checking?
Do you have a written document that links each dollar of spend to a specific commercial objective?
Has someone outside marketing reviewed or challenged the budget in the past six months?
Could you cut 20% of the budget tomorrow and explain which outcomes would change?
Do your agency contracts include clear exit triggers tied to underperformance - not just notice periods?
Is there a standing calendar item - at least quarterly - where spend is reviewed against results by someone with authority to act?
Want to understand the frameworks behind these questions? They are covered in depth in Silent Spend.
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