Key Takeaways

  • A marketing SLA (service level agreement) aligns marketing and sales teams by defining measurable commitments, lead quality standards, and response expectations.
  • It improves collaboration, reduces friction, and helps both teams meet shared revenue and growth objectives.
  • Effective SLAs outline lead definitions, qualification criteria, follow-up timelines, and accountability metrics for both departments.
  • Regular monitoring, reporting, and revision of the SLA ensure it remains relevant and continues to drive performance improvements.
  • Including KPIs, escalation procedures, and review mechanisms in your SLA strengthens accountability and promotes continuous improvement.

A marketing service level agreement is an agreement between marketers and sales representatives that will set specific goals and expectations to ensure they work together to drive profitability in the business.

In the world of sales, everything seems to move at a quicker pace. With sales come strict deadlines and quotas. Marketers continue to try to keep up with marketers and trends in marketing as support for the sales staff though, in reality, they rarely seem like they are on the same team.

In a State of Inbound Report from 2017, less than half of the marketers felt that both the sales and marketing teams were fully aligned. This can be a problem because having the sales and marketing staff function as one towards the same goal is vital to improve and grow a company strategically. Even with this proof on how the harmony of sales and marketing working together can improve business, there are few organizations that bring them into alignment.

The lack of progress is often due to the little attention that the executive level in a corporation pays to the structure of the sales and marketing team. A marketing service level agreement, or SLA, can clearly define this relationship as well as the responsibilities of each side to push both to focus and achieve the same goals.

The Purpose of a Service Level Agreement

The relationship between sales teams and marketing staff tends to be tedious, as marketing staff feels that many of their leads are being wasted by sales teams, and sales feel that the leads that are produced from the marketing staff are not high enough in quality or quantity.

Since the major disagreements come from the misalignment with the goals and expectations of both departments, an SLA can help with this problem by laying out the process of what needs to be done. The agreements create accountability to push all members to achieve the company goals to increase profitability through sales.

When an organization takes the time to create tactical and structural changes through the use of SLAs, they will end up with better alignment within their sales and marketing teams. A marketing service level agreement will include such items as:

  • Marketing goals
  • The number of leads
  • The sales activities that are required to support those needs

When an agreement is in place, 81 percent of marketers will produce a more effective marketing strategy. HubSpot research has shown how these SLAs can improve marketing team and sales performance. Some of the findings include:

  • 34 percent are more likely to get a greater return on investment year after year
  • 21 percent are more likely to obtain higher budgets
  • 31 percent are more likely to have to hire more salespeople to keep up with demand
  • 4x more likely to feel they have an effective marketing strategy

Not only do businesses implementing an SLA have better trust between their sales and marketing division, but they also will see an increase in sales and an increased need to grow their sales force. Companies who do not use an agreement in their marketing and sales force mostly identify that validating their ROI is one of the most difficult challenges.

Why a Marketing SLA Matters for Growth

A well-structured marketing SLA is more than just a formal agreement — it’s a strategic tool that directly impacts lead conversion rates, revenue growth, and long-term business scalability. When sales and marketing teams operate in silos, it often leads to wasted leads, unclear expectations, and missed revenue targets. A marketing SLA bridges this gap by setting measurable, mutually agreed-upon expectations that foster collaboration and accountability.

Key benefits of implementing a marketing SLA include:

  • Clear Role Definition: Each team knows exactly what is expected of them — marketers are accountable for lead volume and quality, while sales is responsible for timely follow-up and conversion.
  • Higher Lead Conversion Rates: By aligning qualification criteria and follow-up standards, leads are more likely to convert into paying customers.
  • Improved Forecasting: Defined metrics and reporting processes make it easier to forecast revenue and assess campaign effectiveness.
  • Enhanced Trust and Collaboration: Shared goals reduce friction and create a unified approach toward company growth.

A marketing SLA also provides leadership with clear visibility into how marketing efforts translate into revenue, enabling more strategic decision-making and budget allocation.

Things You Might Guarantee in an SLA

Even though an SLA tends to be a more informal agreement, it is still important to make sure to include certain guarantees within it. Some of the guarantees you will want to make sure you include are:

  • A contact will schedule a post-meeting recap within one business day.
  • All new client requests will be acknowledged within two business days when submitted through (a specified program), though resolution can take longer.
  • Requests sent outside of the preferred program will not have a guaranteed response time.
  • Requests can be sent through an escalation channel and can be acknowledged within three business hours and start at a minimum fee.
  • A client should provide their feedback within three days, and if they need an extension, they should request it within one business day.

Essential Components of a Marketing SLA

To make a marketing SLA effective, it should include detailed, measurable components that hold both marketing and sales accountable. Consider including the following elements in your agreement:

  1. Lead Definitions and Qualification Criteria: Clearly define what constitutes a marketing-qualified lead (MQL) and a sales-qualified lead (SQL). This ensures both teams are aligned on quality standards before leads are handed over.
  2. Volume and Velocity Goals: Establish monthly or quarterly targets for the number of MQLs marketing will deliver and the expected conversion rates for sales.
  3. Response Time Expectations: Define how quickly sales must follow up with leads once they are passed along — often within 24 hours for high-intent leads.
  4. Lead Nurturing Protocols: Outline how marketing will re-engage leads that are not ready to buy and how sales will update lead statuses.
  5. Escalation and Communication Procedures: Include steps for resolving disputes or underperformance, such as review meetings or escalation to leadership.
  6. Performance Metrics and Reporting: Specify KPIs such as conversion rates, average deal size, and lead-to-close time to track progress and make data-driven decisions.

Including these elements in your marketing SLA ensures transparency and accountability while creating a structured framework for continuous improvement.

How to Create a Sales and Marketing Service Level Agreement

While you can include information in your SLA, information, and goals that are specific to your departments and companies. Some of the most common sections that should be included are:

  • The definition of your buyer personas or client profile
  • The standard lead definitions
  • Clear, well-defined goals

Monitoring, Measuring, and Revising Your SLA

A marketing SLA is not a one-time document — it’s a living agreement that should evolve with your company’s goals and market conditions. To maintain its effectiveness, implement a consistent monitoring and review process:

  • Regular Performance Reviews: Hold monthly or quarterly meetings to review SLA metrics, identify challenges, and celebrate successes.
  • Feedback Loops: Encourage both marketing and sales teams to share feedback about lead quality, messaging effectiveness, and follow-up processes.
  • Data-Driven Adjustments: Use CRM data and analytics tools to assess whether lead generation, conversion, and revenue targets are being met.
  • Continuous Improvement: Revise definitions, targets, or processes as your business scales or as new market opportunities emerge.

Organizations that regularly review and update their SLAs tend to outperform those that treat them as static documents. This agile approach ensures your SLA remains a valuable driver of alignment, accountability, and growth.

Frequently Asked Questions

  1. What is a marketing SLA?
    A marketing SLA is a formal agreement between marketing and sales teams that defines shared goals, lead quality standards, follow-up expectations, and accountability metrics.
  2. Why is a marketing SLA important?
    It ensures alignment between teams, improves lead conversion, and drives revenue by setting clear expectations and measurable outcomes.
  3. How often should a marketing SLA be reviewed?
    At minimum, review it quarterly. Regular reviews ensure it stays relevant as business priorities, market conditions, and sales strategies evolve.
  4. What metrics should be included in a marketing SLA?
    Common metrics include MQL volume, SQL conversion rates, follow-up response times, lead-to-close rates, and revenue contribution.
  5. Can a marketing SLA improve ROI?
    Yes. By aligning teams and optimizing lead handoff processes, a marketing SLA helps improve conversion efficiency, resulting in a stronger return on marketing investment.

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