Glossary
Service level agreement (SLA)
Outlines marketing responsibilities vs. sales responsibilities
A service level agreement (SLA) can mean many things, but in this context an SLA is a transparent document that clearly outlines the intersection between the marketing and sales teams.
An SLA describes the sales-relevant aspects of a marketing team and explains, from the sales team’s perspective, what’s expected of the marketing team. The SLA also describes, from the marketing team’s perspective, what’s required of the sales team.
SLA’s can be simple or complex. For example, a common SLA is that the sales team engages marketing qualified leads (MQLs) within a certain time frame. Marketing wants credit for the lead converting to an SQL, and sales wants the potential sale, so the SLA simply keeps both teams aligned towards the same goals.
Any companies with separate sales and marketing teams should have SLAs to keep the teams aligned.
An SLA describes the sales-relevant aspects of a marketing team and explains, from the sales team’s perspective, what’s expected of the marketing team. The SLA also describes, from the marketing team’s perspective, what’s required of the sales team.
SLA’s can be simple or complex. For example, a common SLA is that the sales team engages marketing qualified leads (MQLs) within a certain time frame. Marketing wants credit for the lead converting to an SQL, and sales wants the potential sale, so the SLA simply keeps both teams aligned towards the same goals.
Any companies with separate sales and marketing teams should have SLAs to keep the teams aligned.