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.
