When Microsoft introduced MS CRM 1.0 (now Dynamics CRM) we introduced the first unconditional money back guarantee, featured in USA Today and major in-flight magazines. The offer included software license costs, consulting fees and even related hardware investments. Highly-targeted direct marketing activities filled out the campaign and generated over $1 million of revenue in year one.
The bold nature of the offer provided Microsoft a level of credibility from a 3rd party, which was extremely valuable given this was their first release of the product. As a result, the campaign prompted a 40% increase in leads from Microsoft to the partner making the offer.