Before You Spend
A practical guide for founders and B2B leaders who are tired of making expensive marketing guesses. Five questions and a simple scorecard to pressure-test any spend before you commit.
Before You Spend
Free PDF guide - instant access
No paywall · Opens straight away
A framework you can use on your next spend decision
The Five Filters
Five questions that separate a considered investment from an expensive guess.
The Spend Decision Scorecard
Score any opportunity out of 35 and know whether to proceed, pilot or pass.
How to evaluate a pitch
Read past the polish, the case studies and the logos to the real quality underneath.
Red flags worth watching for
The signals that should change the burden of proof before you commit.
A worked example
A real B2B SaaS budget decision, scored option by option.
Founders, startups and B2B businesses making marketing spend decisions without a marketing director, a procurement team or the budget to get it wrong too many times.
Most wasted marketing spend is not reckless. It is a decision that was never properly made, several steps upstream of the money leaving your account. This guide puts the right questions back in front of you, in the right order, before you commit.
Written by Chris Willman, founder of Big Brand Blueprint, drawing on two decades leading marketing inside brands including CrowdStrike, Commvault and Kaspersky.