Recalibre by The Brand Aid
The advice you cannot afford to ignore.
We assess your entire marketing operation: how it's set up, what it's spending, and what it's actually building toward. Then we tell you exactly what to change, and in what order. No agency bias. No team politics. Just the answer.
What we fix
Restructure
How your marketing actually operates.
The channels you're running, the agencies you're paying, the tools you're using and whether any of it fits together. Whether the model you're running is right for the business you're building, or just the one you inherited.
Budget
Where every dollar is actually going.
Retainers, media spend, tools, production, activity: all mapped against what it's delivering commercially. Where the waste is, what to protect, and what a high-return allocation looks like at your size. Not a cut. A reallocation.
Strategy
What you're building toward.
Whether your marketing activity is commercially connected or just busy. Whether you have the right balance of brand, demand and retention for your stage. Whether the activity needs cutting, or just pointing in the right direction.
The cost of getting this wrong isn't theoretical.
30%
Average proportion of marketing budget spent on activity: retainers, channels, tools with no measurable commercial return. Most businesses have never audited it.
Most marketing teams already know which 30%. Nobody's told you.
9 mo.
Average lag between a marketing cut and its full impact on revenue. By the time you feel it, the damage is done.
Every decision you make today, you'll feel next year. By then it's twice as expensive to reverse.
71%
Of Australian business restructures include marketing cuts. Fewer than half recover their pipeline within 12 months.
The cut that looks like savings today is the pipeline gap you'll be explaining next year.
"Cutting marketing first is the most expensive thing you'll do this year."
01
"We'll cut back and reassess."
The first instinct is usually to cut: headcount, activity, or both. The problem is timing. Marketing and headcount cuts take 6 to 9 months to show in pipeline, and longer still when you factor in what left with the person: institutional knowledge, agency relationships, execution capacity. By the time you feel this decision, you'll be mid-year, under pressure to grow, and rebuilding from a smaller base than you started with. You're not cutting fat. You're cutting blind.
Cost: pipeline deferred. Rebuild costs more than the saving. Recovery doubled.
02
"We'll use AI."
AI scales what's already there: good strategy or bad. If your targeting is off, your messaging isn't landing, and your attribution is missing, AI runs all of that faster. You're not moving faster. You're amplifying confusion faster. AI is a multiplier. Right now there may be nothing worth multiplying.
Cost: higher overhead. Identical structural problem.
03
"We'll bring in a specialist agency."
Agencies solve what they were hired to solve. They're not in your business. They don't see the gaps between channels, teams, or what you're spending and what it's actually building. And they're not paid to find the structural problem: because finding it would cost them the brief. The problem stays exactly where it was. It just costs more now.
Cost: higher retainer. Zero structural change.
Who it's for
CFO / Finance lead
You've been asked to cut the marketing budget.
You can cut the budget. You can cut the headcount. You just need to know which part is actually waste. Without that, you're as likely to cut revenue as you are to cut fat. With headcount especially, you won't feel the full cost for 12 to 18 months. By then the cost to rebuild is twice what the saving was. Get the breakdown. Make the right cut.
CEO / MD
You've lost confidence in what marketing is delivering.
Busy marketing and effective marketing look identical from the outside. Both produce decks, reports, and quarterly updates that tell you everything is fine. Before you change anything: the agency, the headcount, the activity. Find out what's actually working. The activity might not need cutting. It might just need pointing in the right direction. The answer is almost never what you've been told.
Business owner
You're running the business and doing the marketing yourself.
The hours you're spending on marketing are costing you more than a full-time hire would. Recalibre maps exactly what to hand over first, what to hire for next, and what to stop doing entirely. There's a faster, leaner model for this. You just haven't seen it yet.
CMO / Marketing lead
You inherited someone else's mess and you know exactly what's wrong.
You know exactly what's wrong. You've probably got the analysis to prove it. What you don't have is the external authority to say it in the room without it looking like a self-assessment. That's what this is.
Founder / Startup
You haven't hired yet and you don't know what you actually need.
Most founders hire the marketing person they understand, not the one they need. The order of your first hires is one of the most expensive decisions you'll make either way. Build the structure before you build the team.
Services
The Diagnostic
From $5,000
2 focused sessions across your marketing operation: how it's set up, what it's spending, and whether it's pointed at the right outcomes. Written assessment. Priority recommendations. Clarity on what to change first.
The Deep Dive
From $5,000
Full review across all three pillars: structure, budget, and strategy. What you're spending and where, whether your activity is commercially connected, and a 90-day roadmap to fix what's wrong.
Advisory Retainer
From $3,000/mo
Ongoing strategic counsel. Two sessions per month plus async support: a strategic partner for decisions that keep coming up as the business evolves. No execution. No agenda. Just the answer.
Not sure which is right? A free 30-min intro call will tell you.
Amy de Groot is the founder of The Brand Aid, with over two decades of marketing leadership across global brands. She has built, scaled, and restructured marketing operations for some of the world's most recognisable organisations. She has never walked into a business and found the marketing spend was right.
Recalibre is the diagnostic and strategic arm of The Brand Aid: built for the businesses that need the full picture, not another execution partner.
"I have never walked into a business and found the marketing spend was right. Not once."
From the work
01
What AI Will and Won't Replace in Your Marketing Team
AI scales what's already there. Make sure what's there is worth scaling.
Read on LinkedIn02
The 3 Marketing Roles Every $5M to $20M Business Actually Needs
Most businesses have the wrong ones. Here's what the right configuration looks like.
Read on LinkedIn03
What WWE, Sony, and a Melbourne Dental Group Have in Common
The principles don't change with scale. The cost of getting them wrong does.
Read on LinkedIn04
The Real Cost of a Bad Marketing Hire
$360,000 and up. Here's the full calculation most businesses never do.
Read on LinkedInThe businesses moving now are the ones with pipeline in twelve months.
One session. Three pillars. The decisions you stop second-guessing.
Book a Recalibre sessionWhether you're ready to book or just want to understand what Recalibre would look like for your business, reach out directly. A 30-minute intro call is free and obligation-free.
Services and pricing