A common bottleneck in lead generation is the misalignment between sales and marketing. "The Sales-Marketing SLA (Service Level Agreement)" is a formal agreement that defines clear expectations and responsibilities for both teams regarding lead quantity, quality, and follow-up. This critical alignment ensures a seamless, efficient lead flow, maximizing conversion rates and preventing leads from falling through the cracks.
A Sales-Marketing SLA typically outlines:
Marketing's Commitment:
The number of Marketing Qualified overseas data Leads (MQLs) marketing will deliver to sales each month.
The precise definition of an MQL (e.g., specific lead score, demographic fit, engagement actions).
The lead nurturing activities marketing will perform before passing leads to sales.
The data points marketing will provide for each lead to aid sales.
Sales' Commitment:
The timeframe within which sales will follow up on MQLs (e.g., within 24 business hours for high-priority leads).
The number of attempts sales will make to contact a lead.
The process for providing feedback to marketing on lead quality and sales outcomes.
The definition of a Sales Accepted Lead (SAL) and Sales Qualified Lead (SQL).
For example, a software company in Dhaka, Bangladesh, might agree that marketing will deliver 100 MQLs per month, defined by a lead score of 70+, and sales will attempt contact within 4 hours for priority leads. This formalizes accountability and fosters collaboration. Regular review meetings ensure the SLA remains relevant and effective, allowing for adjustments based on performance and market conditions. By establishing and adhering to "The Sales-Marketing SLA," businesses can eliminate finger-pointing, improve lead handoff efficiency, and create a unified revenue engine that consistently drives higher lead conversion rates and predictable growth.