Most growth-services providers refuse to commit to lead volume. The standard reason: "too many variables." The honest reason: it shifts risk from the client to the provider. The 90-Day Pipeline Guarantee shifts that risk back where it belongs.
How the number is set. At kickoff, IGP and the client agree the lead number based on the client's scaling product, the ad budget, the geographic market, and a defensible benchmark from comparable engagements. The number is conservative by design. The point is to commit to a number we can hit, not to inflate expectations and disappoint.
What "lead" means. A lead is a qualified prospect who has completed the scorecard or booked a discovery call. Not a form-fill, not a newsletter signup, not an Instagram comment. The definition is in the contract, written tightly.
What happens if we miss. The monthly retainer pauses on day 91. IGP continues to operate the system at our cost. We work the engine until the number lands. The setup fee is not refunded because the build itself was delivered. The risk borne by IGP is the operating retainer.
The guarantee is what makes IGP cap intake at two new clients per month. We can only stand behind it if we are not overcommitted on operations. Scarcity is not marketing. Scarcity is what underwrites the guarantee.