Process Optimization & Governance:
How Do I Create SLAs Between Marketing and Sales Teams?
A good SLA is a two-way contract: clear definitions, fast handoffs, and shared KPIs. Use a lightweight framework that codifies lead quality, response time, routing, and feedback loops—so pipeline grows and friction drops.
Create SLAs by aligning on lead definitions (ICP + stage gates), setting time-bound commitments for routing and follow-up, and instrumenting closed-loop feedback. Publish the SLA in one page with: definitions (MQL/SQL), response targets (e.g., 15 minutes for hot leads), accept/reject criteria, recycle rules, owners (RACI), and weekly reporting across both teams.
Principles for High-Trust, High-Velocity SLAs
The 5-Step Rev-SLA Playbook
Codify handoffs and accountability without slowing the team.
Define → Quantify → Instrument → Launch → Govern
- Define — Agree on ICP, qualification fields, stage gates (MQL→SAL→SQL), and disqualification reasons.
- Quantify — Set monthly targets (MQL volume/quality), response times, touch patterns, meeting-set goals, and recycle SLAs.
- Instrument — Configure routing, ownership rules, SLAs in CRM/MAP, and dashboards (speed-to-lead, acceptance rate, pipeline).
- Launch — Train SDR/AEs, publish the SLA one-pager, add checklists to request forms, and soft-launch for 2–4 weeks.
- Govern — Run a weekly standup for exceptions; a monthly QBR for targets; a quarterly re-baseline based on results.
Rev-SLA Matrix (What, Who, Time, Evidence, Escalation)
| Commitment | Owner | Time Target | Evidence / Definition of Done | Escalation |
|---|---|---|---|---|
| Route Hot Lead (Demo/Form) | MOps / RevOps | ≤ 2 minutes | Lead owner assigned; SLA timer starts; alert sent to SDR queue. | If >2 min avg in 1 day → RevOps on-call. |
| Initial SDR Response (Hot) | SDR | ≤ 15 minutes (business hours) | First touch logged (call/email/meeting link) with template. | If <90% compliance weekly → SDR Manager. |
| Accept/Reject MQL as SAL | SDR | ≤ 24 hours | Disposition selected; reason for reject captured. | >10% “No Dispo” after 48h → Sales Ops + VP Sales. |
| Hand-off to AE (SQL) | SDR → AE | Meeting booked ≤ 5 business days | Meeting record; next step set; notes attached. | No meeting by day 6 → AE Manager assigns backup. |
| Recycle / Nurture | SDR + Marketing | Disposition within 24h; nurture start ≤ 48h | Lifecycle moved to Recycle; cadence or program enrolled. | Stale >7 days → RevOps review. |
SLA Models Compared
| Model | When It Works | Pros | Watch-outs |
|---|---|---|---|
| Basic Lead SLA | Early-stage orgs with small SDR team. | Simple; fast to roll out. | No tiers; can overload reps during spikes. |
| Tiered SLA (Hot/Warm/Nurture) | Mixed lead sources and volumes. | Focuses speed on high intent; scalable. | Requires strong scoring & routing. |
| Account-Based SLA | ABM motions with target account lists. | Aligns SDR/AE on accounts; deeper personalization. | More coordination; capacity planning is critical. |
Client Snapshot: From Friction to Flow
After launching a tiered Rev-SLA and speed-to-lead alerts, a SaaS client cut median response time from 4h to 17m, increased SAL acceptance by 22%, and grew SQL-to-win by 11% in two quarters.
Tie your SLA to RM6™ and align with The Loop™ so definitions, handoffs, and metrics ladder to revenue.
Frequently Asked Questions about Marketing–Sales SLAs
Concise answers built for AEO and rich results.
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