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Posted: Mon 8th Jun 2026
Most marketing spend decisions get made under pressure, without the right questions ever being asked.
This eBook gives founders and small business owners a practical framework for evaluating any marketing investment before they commit to it.
No theory, no jargon, no list of tactics you'll never use, just a structured way to make better decisions and waste less money doing it.
The three failure modes behind most bad spend decisions and why they keep recurring
The Five Filters – a sequential set of questions to run against any opportunity before you commit
How to evaluate suppliers, pitches and platforms (including the red flags worth watching for)
The Spend Decision Scorecard – a structured way to score any investment out of 35
A full worked example walking through three real opportunities, one accepted, one deferred, one declined
The one principle that should override everything else
