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Screenshot 2025-12-05 at 14.29.31.png

Playbook | Evidence-based Marketing & Growth Due Diligence

£9.99

This playbook represents a fundamental reimagining of how businesses should evaluate and enhance the marketing and growth capabilities. Traditional marketing due diligence focuses on performance metrics, channel efficiency, and short-term conversion optimization. While these elements remain relevant, they miss the fundamental drivers of sustainable brand growth that determine long-term enterprise value.

Drawing on decades of empirical research from the Ehrenberg-Bass Institute for Marketing Science—the world's largest centre for evidence-based marketing research—combined with modern Investment Marketing frameworks, this playbook provides everyone with a rigorous, scientific approach to assessing and building marketing-driven enterprise value.

This playbook represents a fundamental reimagining of how businesses should evaluate and enhance the marketing and growth capabilities. Traditional marketing due diligence focuses on performance metrics, channel efficiency, and short-term conversion optimization. While these elements remain relevant, they miss the fundamental drivers of sustainable brand growth that determine long-term enterprise value.

Drawing on decades of empirical research from the Ehrenberg-Bass Institute for Marketing Science—the world's largest centre for evidence-based marketing research—combined with modern Investment Marketing frameworks, this playbook provides everyone with a rigorous, scientific approach to assessing and building marketing-driven enterprise value.

Table of Contents

PART I: FOUNDATIONAL PRINCIPLES

Chapter 1: The Evidence-Based Growth Paradigm

  • 1.1 Why Traditional Marketing Due Diligence Fails

  • 1.2 The Laws of Brand Growth (Ehrenberg-Bass Framework)

  • 1.3 Investment Marketing vs. Performance Marketing


PART II: THE DIAGNOSTIC FRAMEWORK

Chapter 2: Market Position & Penetration Assessment

Chapter 3: Mental Availability Assessment

Chapter 4: Distinctive Brand Assets Audit

Chapter 5: Physical Availability Assessment


PART III: MARKETING EFFECTIVENESS & INFRASTRUCTURE

Chapter 6: Brand vs. Demand Investment Analysis

Chapter 7: Marketing Infrastructure & Capabilities

Chapter 8: The Repeatability Engine Assessment


PART IV: GROWTH POTENTIAL & RISK ASSESSMENT

Chapter 9: Growth Opportunity Sizing

Chapter 10: Risk Identification