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What is a falsification test in a marketing engagement?

A falsification test is a measurable outcome agreed before work begins that would demonstrate the engagement is not working. Unlike a success metric, it is designed to be capable of failing, which is what makes a trial period informative.

A falsification test is a measurable outcome agreed before work begins that would demonstrate the engagement is not working. Unlike a success metric, it is designed to be capable of failing, which is what makes a trial period informative.

It must be measurable inside the trial window and genuinely possible to fail.

The test a vendor proposes tells you whether they are protecting the renewal.

Without one, the decision to continue is made on rapport rather than evidence.

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