4 Steps to Create a Service-Level Agreement Between Marketing & Sales Teams

Creating a Service-Level Agreement (SLA) between marketing and sales teams is absolutely key for having an effective revenue operations program.

Your sales and marketing team need to be aligned on what happens from the point that a contact is introduced to your business, until they become a customer.

There are two main aspects of the agreement:

What the Marketing Team is going to do for the Sales Team

What the Sales Team is going to do for the Marketing Team


STEP 1: Monthly Lead Volume

Define clear, measurable lead volume goals for the marketing team.

Marketing will deliver {##} marketing qualified leads per month

Marketing will report on MQL to SQL conversion rates at the end of each month, with our initial goal being {XX}%

STEP 2: MQL Requirements

Define what qualifies a lead as a MQL (marketing qualified lead), and what qualifies a lead as an SQL (sales qualified lead)

{Job Titles}

Company Annual Revenue: {$X}

Has submitted {form}


STEP 3: Lead Response Times & Process

Set expectations for lead handoff: response times and follow-up actions taken by sales

New MQLs will be enrolled in {sequence name} within {length of time} from the day/time they become MQLs.


STEP 4: Lead Quality Feedback Cadence 

Establish a consistent feedback cadence to keep the sales and marketing teams on the same page.

ex: Sales will provide feedback in the Lead Quality Feedback Log every {length of time}.

What’s working (1 – 2 examples)

What’s not working (1 – 2 examples)

Overall satisfaction with leads coming from marketing

The Service-Level Agreement template above will create marketing and sales alignment for your teams.

Once you have these 4 things really well-defined, then the whole revenue operations system is going to work better and make your teams a lot more effective.

Book a meeting with Lead Love to outline and implement an SLA for your sales and marketing teams.