How to agree acceptance criteria for marketing work

Distinguish work from business outcomes

A tested integration, approved creative batch or published page can be inspected directly. Sales also depend on the product, pricing and sales team. Set delivery acceptance and business monitoring separately, so neither a neat document nor a volatile revenue number hides the actual work.

Use a concrete test

Replace “analytics works” with a test journey and expected records. Replace “website complete” with approved routes, working actions, language checks and editable handover. Record evidence for the exact delivered version, because testing a draft does not prove the released version behaves the same way.

Agree the review process

Name one accepting owner, the review window and how feedback is consolidated. Distinguish defects against the agreed scope from new preferences. Include a correction and recheck step; otherwise delivery can remain in indefinite review without a shared definition of completion.

Take this checklist

• Describe the inspected output.
• List expected behavior and evidence.
• Name the accepting person.
• Define defects, changes and recheck.

Apply it to a service

Background sources

The working method above is editorial guidance. These primary sources provide context and examples; they are not proof of a universal procurement rule.

• Primary source: www.w3.org / quickref ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.
• Primary source: support.google.com / 1722022 ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.