Process Optimization & Governance:
How Do I Create SLAs Between Marketing and Sales Teams?
Define clear handoffs, timelines, and ownership. Standardize MQL/SQL criteria, response times, and feedback loops so pipeline moves faster and revenue risk drops.
Create Marketing–Sales SLAs with a three-part pact: (1) Qualification Rules (ICP fit, intent, and readiness), (2) Handoff Protocols (routing, response time, and follow-up steps), and (3) Feedback & Governance (disposition codes, recycle paths, weekly review). Publish the SLA, automate it in your CRM/MAP, and audit it monthly.
Principles for High-Trust SLAs
The SLA Building Playbook
A practical sequence to define, automate, and govern SLAs across Marketing and Sales.
Step-by-Step
- Agree on ICP & stages — Document ICP tiers and stage definitions (MQL, SAL, SQL, Opportunity) with exit/entry criteria.
- Set qualification rules — Score for fit + intent; list required fields (email domain, role, company size, pain, timeline).
- Design routing & ownership — Territory rules, dedupe, round-robin logic, and backups for OOO; stamp owner + SLA start time.
- Define response SLAs — Inbound demo: 5–15 minutes; content handraiser: 2–4 hours; event leads: 24 hours; outbound replies: same day.
- Standardize follow-up — Cadence by lead type (e.g., sequence steps, mix of channels), with min. attempts and stop rules.
- Codify dispositions — Qualified, Not Interested, No Budget, Not ICP, Duplicate, Nurture—each with next step and owner.
- Automate & alert — Build in CRM/MAP: auto-routing, timers, alerts/escalations, recycle queues, and audit logs.
- Measure & govern — Weekly SLA dashboard (speed to lead, attempts, conversion, recycle rate); monthly executive review.
What Goes Into a Great SLA?
| SLA Element | Definition | Marketing Commits | Sales Commits | Measurement | Breach Policy |
|---|---|---|---|---|---|
| Qualification | ICP fit + intent thresholds for MQL/SAL | Apply scoring, enrich data, verify intent source | Accept/return with reason within SLA window | Accept rate, return rate, reasons | Review root cause; adjust scoring or training |
| Routing | Owner assignment & timestamp | Dedupe, territory logic, backups | Acknowledge assignment | Time to owner, % auto-routed | Escalate to manager after threshold |
| Response Time | First meaningful touch after assignment | Hot lead alerts, prioritized queues | 5–15 min (hot), 2–4h (warm), 24h (event) | Speed to lead by source | Auto-reassign or notify leadership |
| Follow-Up Cadence | Required attempts & channels | Provide sequences & content | Minimum attempts, multi-channel | Attempt count, channel mix | Coaching; cadence refresh |
| Disposition & Recycle | Standard outcomes with next steps | Nurture tracks by reason | Close with reason; send to recycle | % recycled, recycle-to-MQL | Audit fields; enforce required reasons |
| Governance | Meeting & review cadence | SLA dashboard & insights | Attend weekly; commit actions | Trend lines, variance vs. target | CAB escalation; policy updates |
Client Snapshot: SLA Lift in 60 Days
A growth-stage SaaS company implemented ICP-aligned SLAs, automated routing, and a weekly joint review. Speed-to-lead improved from 18 hours to 42 minutes, MQL→SQL conversion rose 27%, and opportunity creation increased 19%—without adding headcount.
Anchor your SLAs to a scalable operating model using the operating blueprint and RevOps governance so targets, territories, and handoffs stay synchronized.
FAQ: SLAs Between Marketing and Sales
Clear answers to align expectations and accelerate pipeline.
Turn Your SLA Into Revenue
We’ll define handoffs, automate routing, and build dashboards so both teams win—faster.
Align RevOps & SLAs Model Capacity ROI