—Tools · Governance

Twelve board questions, scored.

Answer the twelve questions a well-governed marketing function can answer without notice. Scoring runs in your browser; your answers are never transmitted or stored.

01The questions
—Runs in your browser. Your answers are never transmitted or stored. If you choose, the score on its own is included in your emailed report.
—The questions come from the eCommerce Marketing Effectiveness whitepaper.
01Do you know what marketing returned last quarter, measured in your own revenue data, and how far that figure is from what the platforms reported?
02If you add together the revenue each platform claims, do you know whether the total exceeds the revenue you actually recorded, which report is wrong, and by how much?
03Do you know which attribution windows and conversion definitions the numbers in your board pack are built on, and when they last changed?
04Do you know who has authority to change the conversion events your ad accounts optimise towards, and how the board would learn it had happened?
05Do you know the marginal return on your last increment of marketing budget, as distinct from the blended average?
06Do you have evidence that your marketing spend is incremental, meaning the revenue attributed to it would not have arrived anyway?
07Do you know what share of new customers arrives through channels you pay for per interaction, and the plan if that cost rises materially?
08When a customer asks an AI assistant about your category, do you know whether your brand appears in the answer, and who is checking?
09Do you know how many creative concepts you test each month, and whether tracked revenue or platform engagement decides the winners?
10Do you know who verifies the performance your agency or in-house team reports, and whether that party earns anything from the media budget?
11Have your marketing accounts been reviewed recently by someone with no financial stake in the findings, with those findings written down?
12Would your marketing reporting survive the scrutiny you apply to every other line of this size in the P&L?

02The full report

What a strong answer looks like, question by question.

All twelve questions covered · Emailed to your work inbox

Your answers are never transmitted. If you tick the score box, the single number is included in your report and nothing else from the scorecard. See the privacy policy.

03Beyond the score

The scorecard gives you a snapshot. Keeping the answers current is a standing arrangement: spend reviewed against tracked revenue, definitions disclosed as they change, and verification that is independent of whoever reports. Where a board wants the twelve questions kept permanently answerable, that is a retained executive advisory engagement.

04FAQ

Before you score.

Are my answers stored or sent anywhere?

Scoring runs in your browser, and your answers never leave the page. If you request the emailed report, the contact details on that form are transmitted. If you tick the box, the single score out of 24 goes with them so the guidance can be written to your result. Your answers are never sent.

How is the score calculated?

Yes scores two, Partially scores one, and No and “Don’t know” score zero, out of a possible 24. “Don’t know” scores the same as “No” on purpose, because the point of each question is whether you can answer it with evidence.

Why does “Don’t know” score zero?

Not knowing is itself the finding. Marketing governance is the ability to answer these questions with evidence, so a question you cannot answer counts against the score whatever the underlying performance turns out to be.

Where do the twelve questions come from?

They are the board checklist from the whitepaper eCommerce Marketing Effectiveness, adapted for self-assessment. The paper sets out the reasoning behind each one.

05Contact

Let’s talk about what’s next.

For executive advisory, fractional CMO, AI search strategy or speaking enquiries.

[email protected]
Brisbane, Australia
Enquiry form