Marketing Decision Resources | Digital Advisory

For marketing leaders

Support for the commercial decisions marketing owns: agency selection, budget cases, platform choices and the evidence behind them.

Marketing decisions are unusually exposed: the spend is visible, the attribution is contested and the suppliers are persuasive by profession. These resources help you pressure-test the agency shortlist, the platform business case and the budget recommendation before any of them is committed.

Pressure-test a live decision

When a decision in your function is heading for sign-off, put it to selected senior operators from the Global Board and receive a confidential report before you commit.

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For marketing

Free Decision Tools

Score a specific live decision: readiness, risk and perspective coverage, checked before budget, resources or reputation are committed.

Market Entry Readiness Score

Ten questions that test whether a market entry rests on evidence from the target market or on assumptions imported from home, before the investment becomes irreversible.

Open resource

Product Launch Readiness Score

Ten questions that test whether a launch is standing on customer evidence and operational rehearsal, or on a date the organisation has promised itself.

Open resource

Pricing Decision Readiness Score

Eight questions that test whether a price change is built on evidence and rehearsal, from willingness-to-pay data to rollback criteria, before customers see it.

Open resource

All free decision tools

For marketing

Decision Guides

Practical preparation for high-stakes decision moments, from vendor selection and consulting proposals to market entry and M&A.

Before Hiring an Agency

For marketing and commercial leaders selecting a creative, media or digital agency. This guide covers the pitch-to-delivery gap, scope drift inside retainers, the measurement of media claims, and the ownership questions that only surface when the relationship ends.

Open resource

Before Launching a Product

For product, commercial and executive teams approaching a launch decision. This guide covers the difference between internal enthusiasm and demand evidence, the channel and support readiness that launches assume, and the kill criteria that almost no launch plan contains.

Open resource

Before Entering Retail

For consumer brands weighing a move into physical or online retail. This guide covers the gross-to-net economics of trade terms, listing fees and margin arithmetic, supply readiness, and why sell-in numbers flatter while sell-through decides.

Open resource

Before Changing Distributors

For manufacturers and brand owners preparing to replace a distributor. This guide covers termination clauses and notice realities, inventory and receivables during transition, channel conflict, and the question of who actually owns the customer.

Open resource

Before Choosing a Market Research Partner

For leaders commissioning customer or market research. This guide covers matching methodology to the actual question, testing sample quality, telling insight apart from reporting, and when your own team should do the work instead.

Open resource

Before a Price Increase

For commercial and finance leaders preparing a price increase. This guide covers the evidence that actually predicts acceptance, competitor response, the sequencing of communication, churn tolerance and the rollback criteria almost nobody sets.

Open resource

All decision guides

For marketing

Decision Playbooks

Step-by-step playbooks for major decisions, with each step linked to the tool, template or framework that does the work.

Choosing a CRM

A step-by-step CRM selection playbook: fixing outcomes and behaviours first, auditing data and integrations, weighting requirements before demos, running a partner competition and negotiating for year three.

Open resource

All decision playbooks

For marketing

Decision Frameworks

Established frameworks explained through a decision-quality lens: how to apply them, and how they get gamed in practice.

Kano Model

Noriaki Kano's model sorts product attributes by how they affect satisfaction: basics customers assume, performance factors they weigh, and delighters they never thought to ask for. Its sharpest commercial lesson is that the categories move, always in one direction.

Open resource

All decision frameworks

For marketing

Market Landscapes

Criteria-based orientation for buyers navigating advisory, platform and services categories. No paid rankings, no invented scores.

Market Research Agencies

An orientation guide to the market research agency landscape: the provider types, what determines whether the findings can bear the weight of a decision, and the questions that expose weak methodology.

Open resource

Customer Experience Platforms

An orientation map of the customer experience platform market: suite versus point-solution trade-offs, the criteria that predict real operational change, and the roadmap promises to discount.

Open resource

Marketing Automation Platforms

A buyer-side landscape of marketing automation platforms: the vendor types, the sophistication trap, contact-pricing economics and the migration costs that surface after signature.

Open resource

Retail Media Platforms

A buyer-side landscape of retail media: the platform types, the measurement conflicts built into the category, and how media commitments entangle with trade negotiations.

Open resource

CRM Platforms

An orientation map of the CRM platform market: vendor types, the criteria that predict daily use rather than shelfware, and the pricing and migration mechanics to settle before a shortlist forms.

Open resource

Digital Agencies

A buyer-side map of the digital agency market: agency types, the commercial models that shape their recommendations, and how to keep the team that won the pitch on your business.

Open resource

All market landscapes

For marketing

Comparisons

Concept-level comparisons of the routes open to you: suite vs best-of-breed, in-house vs consulting, build vs buy.

Agency vs Freelancer

A full-service agency and a senior freelancer can both deliver the brief. What separates them is continuity, breadth, accountability and what happens when the work gets difficult.

Open resource

All comparisons

For marketing

Decision Patterns

The recurring dynamics underneath difficult decisions: false consensus, split rooms, conflicted experts, stalled calls.

When the Data Conflicts

The research points one way, the pipeline points the other, and both decks were produced by competent people. This pattern explains why conflicting data recurs and how to decide when the numbers refuse to agree.

Open resource

All decision patterns

For marketing

Decision Scenarios

Recognisable executive moments and how to navigate them: a split board, a bold consultancy recommendation, a frozen budget.

Competitor Enters Your Core Market

A well-funded entrant has landed in the segment that pays for everything else you do. The instinct is to respond fast and visibly. This scenario is about responding correctly.

Open resource

Marketing Wants to Double Media Spend

A confident CMO, an attribution model showing strong returns, and a request to double down. This scenario examines what that model can and cannot prove, and what to establish before the money moves.

Open resource

Customer Research Conflicts With Internal Beliefs

Commissioned customer research has contradicted the assumptions a strategy was built on, and the organisation must now choose between its evidence and its identity. This scenario is about making that choice deliberately.

Open resource

Two Functions Want the Same Budget

One line in the plan, two credible cases, and no common unit to compare them in. This scenario examines how the arbitration actually gets decided, and how to make it a comparison rather than a contest.

Open resource

All decision scenarios

For marketing

Assessment Centre

Score your organisation rather than a single decision: maturity across digital, AI, data, procurement, marketing and the board.

Marketing Maturity Assessment

Eight questions on whether marketing runs as a commercial discipline: insight, channel economics, measurement, agency governance, experimentation, budget rigour, creative testing and alignment with the P&L.

Open resource

Customer Centricity Assessment

Eight questions that test whether customer focus is an operating reality or a values-slide claim, from the evidence behind decisions to who owns the journey and what the metrics actually measure.

Open resource

All assessment centre

For marketing

Glossary

Decision, procurement and transformation terms defined plainly, including where each concept gets misused in practice.

Total Addressable Market

The total revenue available if a product or service captured every possible customer for it. The biggest number in the deck, which is why it deserves the most suspicion.

Open resource

Go-to-Market

The plan for how an offering reaches customers and wins them: target segments, positioning, pricing, channels and sales motion. Routinely costed at a fraction of the build it exists to pay back.

Open resource

Product-Market Fit

The condition in which a product satisfies real demand in a defined market strongly enough that growth pulls rather than pushes. Easy to claim, hard to evidence, expensive to be wrong about.

Open resource

Churn

The rate at which customers, or their revenue, leave over a period. The single number that most determines what growth costs, and one of the easiest to define into looking better.

Open resource

Net Revenue Retention

The revenue a customer cohort produces today as a percentage of what the same cohort produced a year ago, after churn, downgrades and expansion. The metric that shows whether a business grows without new customers.

Open resource

All glossary

The decision is yours. The blind spots need not be.

Request a complimentary first report and bring independent operator perspectives into the next marketing decision before committing budget, resources or reputation.