How to Create a Marketing-Sales SLA That Both Teams Actually Follow
SLAs align marketing lead quality with sales follow-up speed. Here's the framework for creating and enforcing SLAs that work.
Marketing-sales misalignment is the most common revenue leak in B2B organizations. An SLA creates accountability on both sides: marketing commits to lead quality and volume targets, and sales commits to follow-up speed and thoroughness.
The SLA has two sides. Marketing commits to delivering X MQLs per month that meet defined quality criteria (firmographic, behavioral, and engagement thresholds). Sales commits to contacting every MQL within a defined time window (typically 5 minutes for inbound, 24 hours for content leads) and logging the outcome.
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We cover the SLA creation process, the metric definitions that both teams agree on, the reporting dashboard that tracks compliance, the escalation process for SLA violations, and the quarterly review cadence that adjusts targets based on performance data.
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