Marketing-Sales SLA
A service level agreement between marketing and sales teams defining lead quality standards, handoff processes, follow-up timeframes, and feedback mechanisms. The formal contract that prevents finger-pointing.
The SLA Ends the Oldest Fight in B2B
Marketing says sales does not follow up. Sales says marketing sends bad leads. Both are probably partially right. An SLA creates accountability on both sides. Marketing commits to lead quality and volume. Sales commits to response time and effort. When both sides honor the agreement, pipeline improves.
Building the SLA
Define MQL criteria precisely — not “interested prospect” but “contacted us, matches ICP firmographics, engaged with 3+ content pieces, and has decision-making authority.” Define follow-up requirements — not “reach out” but “first attempt within 4 hours, minimum 5 attempts across email and phone within 10 business days.”
Measuring SLA Performance
Track marketing’s delivery: MQL volume vs target, MQL quality (MQL-to-SQL conversion rate), and pipeline sourced vs target. Track sales’ execution: average response time, attempts per lead, feedback submission rate, and SQL acceptance rate. Review both sides monthly with leadership.
Evolving the SLA
As your business evolves, so should the SLA. If MQL-to-SQL conversion drops, tighten MQL criteria. If sales consistently hits SLA on response time but conversion is low, the issue might be quality, not speed. Use the SLA as a living document that improves through data, not politics.
Frequently Asked Questions
What should a marketing-sales SLA include?
Marketing commits to: X MQLs per month at defined quality criteria, lead enrichment before handoff, and lead scoring transparency. Sales commits to: follow-up within Y hours, minimum Z attempts before disqualifying, and feedback on lead quality within 48 hours. Both commit to: weekly pipeline reviews and monthly SLA performance reviews.
How do you enforce a marketing-sales SLA?
Automate tracking in your CRM. Measure SLA compliance: what percentage of leads were followed up within the committed timeframe? What percentage of MQLs met quality criteria? Review compliance weekly and address violations immediately. An SLA without measurement and accountability is just a document.
