Independent performance control
Find the gap between marketing spend and commercial value.
Performance Control is the buyer-side function for independently testing the parts of the marketing system that shape commercial outcomes and management decisions.
Four buyer-facing areas · One management position
Where we apply it
Four recurring control areas.
Performance Control independently tests these four parts of the marketing system and turns the evidence into management decisions.
01
Marketing Performance
Is the reported performance commercially real?
Explore02
Measurement
Are the systems measuring and optimising towards the right commercial outcome?
Explore03
Agencies
Is the agency setup aligned with what the business actually needs?
Explore04
Vendors & Partners
Are external relationships creating enough value for the economics they take?
ExploreEvidence discipline
Reported numbers are inputs. The conclusion has to survive reconciliation.
A platform can show conversions, an agency can show delivery and a partner can show attributed revenue. The review connects those claims to the business evidence behind them before recommending action.
Verified
The underlying evidence supports the conclusion.
Supported
The direction is clear, but material limitations remain.
Not reconcilable
The reported position cannot currently be connected to sufficient evidence.
Material gap
The evidence contradicts the reported, expected or contracted position.
How a review works
From current setup to action.
01
Current spend and relationships
Media investment, measurement systems, agency mandates, vendors and commercial partner relationships.
02
Underlying business evidence
Customers, orders, margin, CRM state, SERPs, contracts, delivery records and commercial terms.
03
Gap or exposure
The difference between what is reported, what is paid for and what the business can substantiate.
04
Action
Keep, reduce, test, reprice, re-scope, protect or monitor with the evidence level stated.
The output is a decision position: what holds up, what should change, where capital is justified and what remains uncertain.
Independent performance control
Start with the marketing question you need answered independently.
Performance Control can begin with one area or as a broader review across performance, measurement, agencies, vendors and partners.
See what we found