Statement of Work Template for Marketing Businesses (UK 2025)
Last updated: February 2025
Why Marketing Businesses Need a Statement of Work
Marketing statements of work define specific campaigns, content programmes, or brand projects with measurable deliverables, timelines, and reporting requirements. Unlike ongoing retainer work, the SOW should scope a defined project with clear start and end dates, specify all deliverables in precise terms, and establish how campaign performance will be measured and reported. The SOW must distinguish between deliverables the agency controls and business outcomes influenced by many external factors.
Key Clauses for Marketing
- Campaign deliverables with precise specifications and quantities
- Timeline with creative development and media milestones
- Performance measurement framework and reporting schedule
- Budget allocation across channels and production costs
Common Mistakes
- Not specifying deliverable formats, sizes, and quantities precisely enough to prevent disputes about what was agreed
- Failing to separate campaign activity metrics the agency controls from business outcome metrics influenced by external factors
Template Sections
- Campaign deliverables and specifications schedule
- Timeline with creative and media milestones
- Performance measurement and reporting framework
FAQ
How should a marketing SOW define campaign success metrics?
Separate metrics into two categories: activity metrics the agency directly controls such as content pieces produced, ads placed, and emails sent; and outcome metrics influenced by many factors such as leads generated, conversion rates, and revenue impact. Hold the agency accountable for activity metrics and report outcome metrics for information and optimisation purposes.
What level of detail should marketing deliverables have in the SOW?
Specify every deliverable precisely: number of blog posts with word count range, social posts per platform per week, video duration and production quality, email campaigns with template specifications, and paid media placements with format and targeting criteria. Vague deliverables like social media management lead to mismatched expectations and disputes.
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Get Started FreeThis is guidance for UK businesses, not legal advice. Templates are illustrative. Consult a solicitor for complex matters.
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