A service level agreement (SLA) outlines the commitment a company’s sales and marketing teams make to each other for the overall good of the business.
Create an SLA by asking questions of both teams such as “How many qualified leads does the sales team need to make its quota?” and “What follow-up procedures result in the highest close rates?” Use that information to calculate the value of a marketing qualified lead and use that number to set the parameters for your SLA.
In short, your SLA is the agreement that unifies your company’s Smarketing team and gives them shared goals and predetermined deliverables. The marketing team will be responsible for delivering a certain number of high-quality leads and the sales team will be expected to follow up with those leads right away and multiple times. Kevin and I will tell you more in the video below!
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