A results guarantee is a supplier's commitment that the client will achieve a specific result, failing which they get their money back or extra work. In marketing, it is a popular sales argument and, at the same time, a frequent source of disputes, because a large part of the result does not depend on the supplier, algorithms change, competitors increase budgets, the client fails to approve content or does not pick up the phone to enquirers. What can be guaranteed, therefore, is what you fully control: the scope and deadlines of delivered work, adherence to the agreed methodology, the number of outputs, response time. A guarantee of a specific search ranking or a fixed number of orders is impossible to fulfil and hard to defend in the event of a dispute. If you offer a guarantee, put it in writing with precise conditions, a measurement methodology and exclusions. Have the wording reviewed by a lawyer.
See also: Case study, Contract with a marketing agency, KPIs for a marketer.
