Template · C46
Build a marketing risk register
Which risks deserve prevention, contingency or explicit acceptance?
Direct answer
The register quantifies gross exposure, control effectiveness and residual exposure, then connects every risk to an observable trigger.
01Prevent, transfer, mitigate, accept or escalate each material risk.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
Which risks deserve prevention, contingency or explicit acceptance?
Prevent, transfer, mitigate, accept or escalate each material risk.
Residual risk set
Dataset · SQ-49
Move from gross exposure to residual risk
The register distinguishes initial risk from what remains after existing controls. Priority is based on residual exposure and reaction time.
Illustrative dataset for an annual plan with €600k and a €6.0m pipeline target.
- 01Quantify
Estimate probability and impact in a common decision unit.
- 02Control
Describe the existing control and estimate its proven effectiveness.
- 03Residualise
Calculate the exposure remaining after the control.
- 04Trigger
Link an observable threshold, owner and funded response.
Register of six residual risks
An expert departure has a lower gross impact than product delay, but its weak control keeps exposure high.
Residual exposure = probability × impact × (1 − control effectiveness)| Risk | Probability | Impact | Control | Effectiveness | Residual | Trigger |
|---|---|---|---|---|---|---|
| Product delay | 35% | €700k | Restricted pilot | 45% | €134.8k | Delay >15 d |
| Low conversion | 30% | €900k | Message test | 35% | €175.5k | Rate <18% |
| Expert departure | 20% | €500k | Documentation | 20% | €80.0k | Notice received |
| Media cost | 40% | €260k | Bid cap | 60% | €41.6k | CPL >€210 |
| Compliance | 10% | €1,200k | Legal review | 70% | €36.0k | Major reservation |
| Sales capacity | 25% | €600k | Priority queue | 30% | €105.0k | SAL >140 |
01Low conversion becomes the first priority with €175.5k of residual exposure.
02Compliance remains a potential blocker despite lower expected exposure.
03Every risk above €100k requires a funded and dated contingency plan.
Fictitious data. Probabilities and control effectiveness are judgements to document, not universal frequencies.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Residual risk set
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.