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Sales Process

How to Create an SLA Between Marketing and Sales Teams

4 min
Average Score

Grace Bishop

HubSpot Expert - B2B CRM, Email Marketing, Automation, Sales Enablement

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In the world of business, aligning your sales and marketing teams is paramount to achieving success. A critical tool in achieving this alignment is the Service Level Agreement (SLA) between these two vital components of your organization. This article explores the importance of creating an effective SLA and provides a step-by-step guide to get you started on the path to a harmonious partnership between your sales and marketing teams.

Why You Need an SLA

A Unified Funnel

Your sales and marketing efforts are like two sides of the same coin. Both teams play pivotal roles in guiding potential customers through the journey from their initial interaction with your business to the point of making a purchase. This journey constitutes a single funnel, and for it to work seamlessly, your sales and marketing teams must be in sync.

Quick and Easy Alignment

Contrary to what you might think, establishing an SLA doesn't have to be a long, arduous process. Depending on the existing alignment between your teams, you can have a working SLA in as little as a day. It's all about defining key parameters and expectations.

The Four Pillars of an SLA

Now, let's delve into the four essential elements of a robust SLA, which forms the foundation for effective sales and marketing alignment:

Marketing's Commitment
  • Number of Leads: Specify how many Marketing Qualified Leads (MQLs) your marketing team will send to the sales team and the frequency, e.g., on a monthly basis.
  • Conversion Rate: Determine the percentage of MQLs that should be qualified leads, i.e., leads that a salesperson deems worthy of pursuing.
  • MQL Criteria: Clearly outline the criteria for identifying MQLs. This typically includes job titles, company revenues, and engagement metrics like form submissions or meeting bookings.
Sales' Contribution
  • Response Time: Define how quickly sales reps should follow up with new MQLs. The timeframe can vary depending on your industry, but a standard window is usually within 24 hours.
  • Feedback Cadence: Establish a regular cadence for feedback from the sales team. This feedback ensures that any issues or concerns regarding lead quality are addressed promptly. Monthly or quarterly feedback can be beneficial.

Achieving Harmony

With these four elements clearly defined, your revenue operations program will start running more smoothly. This straightforward yet highly effective approach can be a game-changer for your organization. It promotes better communication, prevents leads from slipping through the cracks, and enhances overall productivity.

Now, you might be wondering, "How do I create an SLA tailored to my organization's unique needs?" To answer this question, check out this informative session. In this video, industry experts share their insights on customizing your SLA for maximum impact.

In conclusion, a Service Level Agreement between your sales and marketing teams is a vital tool for achieving alignment, boosting efficiency, and driving revenue growth. It doesn't have to be a complex, time-consuming process; you can start reaping the benefits of a well-crafted SLA in just one day.

For more in-depth guidance and expert insights, watch this session to learn more about creating a tailored SLA that will propel your sales and marketing teams to new heights. Don't miss out on this opportunity to unlock the full potential of your organization's revenue operations program.

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