Revenue Feasibility Index

Section 1

Term being defined

Revenue Feasibility Index (RFI).

The quantitative constraint signal that measures whether a proposed marketing decision's projected revenue is structurally feasible against the current state of the buyer journey.

Section 2 · Definition

The Revenue Feasibility Index is a quantitative component of the RAMMP Diagnostic Protocol that measures whether a proposed marketing decision's projected revenue is structurally feasible against the current state of the buyer journey — providing the constraint signal that gates Marketing Due Diligence approval.

Section 3

Purpose

The Revenue Feasibility Index exists to surface a specific structural failure mode: marketing decisions that assume revenue outcomes the current journey cannot produce.

Three things follow from a quantitative feasibility signal:

• Revenue projections in marketing proposals can be evaluated against structural reality — not against optimistic extrapolation from historic conversion rates.
• Marketing-spend decisions are constrained by whether the journey can actually convert the volume being projected — preventing the most common cause of marketing-budget overrun.
• The index is timestamped and re-measurable — so revenue projections accepted at one point in the cycle can be re-tested at the next.

The RFI is the constraint discipline that prevents the most expensive structural mistake in marketing planning.

Section 4

Scope

This standard applies to:

• Every marketing decision with a revenue projection attached — including campaign budgets, channel-mix shifts, agency engagements, and product-marketing launches.
• Every Marketing Due Diligence review — the RFI is one of the gating signals.

This standard does not apply to:

• Brand-equity decisions absent a revenue projection — these are evaluated against the Brand Trust Score directly, not via the RFI.
• Historic revenue attribution — the RFI is forward-looking; retrospective attribution is handled by separate marketing-attribution disciplines.

Section 5

Components

The Revenue Feasibility Index is calculated from three structural inputs:

1. Current per-milestone conversion rates — the actual conversion behaviour at each of the six ADORE milestones in the operating business right now.
2. Projected uplift assumptions — the lift the proposed marketing decision claims it will produce at each milestone.
3. Structural ceiling per milestone — the maximum lift achievable given the current state of trust at that milestone, derived from the Brand Trust Score and the diagnostic corpus benchmark for that milestone.

The RFI output is a single number on a 0-100 scale:

• 80-100 — projection is structurally feasible; downside risk limited.
• 60-79 — projection is plausible but requires specified remediations at one or more milestones; surfaces a FIX verdict.
• 40-59 — projection is at the limit of structural feasibility; surfaces a PROVE verdict (proceed only after specified validations land).
• Below 40 — projection is structurally infeasible against the current journey; surfaces a STOP verdict.

Section 6

Outputs

The Revenue Feasibility Index produces:

• A single numeric value (0-100) per marketing decision in scope.
• The structural rationale for the value — which milestone(s) constrain feasibility and by how much.
• The input to the STOP / KEEP / FIX / PROVE verdict resolution (alongside the Brand Trust Score).
• The Marketing Due Diligence gating signal — the index is one of the two primary signals (with the Brand Trust Score) that constrains approval.

Section 7

Relationship to other terms

Revenue Feasibility Index relates to other terms in the RAMMP Standards ontology as follows:

• Constrains Marketing Due Diligence — the index is one of the two gating signals on MDD approval.
• Produced by RAMMP Diagnostic Protocol — the protocol calculates the index.
• Inputs from Brand Trust Score — the per-milestone scores feed the structural-ceiling calculation.
• Built on ADORE Process™ — the methodology underlying the six-milestone framework.
• Resolves into STOP / KEEP / FIX / PROVE — the verdict architecture consumes the RFI alongside the BTS.
• Enumerated in RAMMP Standards — the canonical DefinedTermSet.

Section 8

Intellectual property / authority

The Revenue Feasibility Index methodology is the proprietary measurement framework of RAMMP, protected by:

• AU/NZ Patent 2021105053 — granted in Australia and New Zealand · pending in the United States.
• Digital Brand Romance (Business Expert Press, 2025) — author Dr Anna Harrison.
• 1,024+ diagnostics applied since 2025.

Full intellectual-property notice: /patent-and-intellectual-property-notice.

Section 9

Version control

Version: 1.0 Last updated: 2026-06-03 Maintained by: RAMMP (Brisbane, Australia) Changelog:

• v1.0 (2026-06-03) — Initial publication of the canonical Revenue Feasibility Index page. References Brand Trust Score (not Buyer) per Step 5 D3.