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
MARKETING –> SALES
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}
SALES –> MARKETING
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
This Service-Level Agreement template 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.
