The difficulties of specification writing

Today's Independent carries the story of Vodafone re-competing its advertising provision ( http://www.independent.co.uk/news/business/news/vodafone-opens-bidding-for-600m-advertising-contract-9077185.html )

The article has the title:

Vodafone opens bidding for £600m advertising contract


Perhaps a slightly odd title but it isn't the semantics of language that makes the article interesting.  More interestingly it is the thought "how to judge the submissions?" that is the most thought provoking question the article raises.

It re-surfaces the issue of contracting for inputs or outputs.  What are the criteria that the competition will award against - number of pages of advertisements? Seconds of TV commercials? or Increases in Sales?  The first two are input based contracting and are both measureable and directly attributable to the contract.  The last criteria - Increase in Sales - whilst measureable (albeit in percentage terms, market share or revenue are all potential measures) there are other factors that can impact on the result.

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