Service Level Agreement

Service Level AgreementFacts support a widening gap between sales and marketing teams. Read our article on sales and marketing alignment to see what we mean. Businesses must focus sales and marketing teams on common criteria; in particular, revenue generation. The first step in brokering alignment of sales and marketing teams is to establish an agreement, a set of rules, defining how sales and marketing will interact with each other. Many businesses are creating a Service Level Agreement (SLA) between sales and marketing to serve this purpose.

“Sales and Marketing must collaborate on defining leads and marketing objectives. You can make a huge impact by focusing first, on creating an Ideal Customer Profile (company-wide, for each product, service or solution). Then, create the Universal Lead Definition of a ‘sales-ready lead.’ Finally, connect the marketing/sales process to customer’s buying process.” Read more here. – Brian Carroll” company, http://blog.startwithalead.com

What should a Service Level Agreement contain?

As Brian Carroll highlights, companies should agree to definitions of leads, ideal customers, and adapt to customer’s new buying habits. These are just a few examples of items that should be included in a Service Level Agreement. In addition, businesses should include:

  • Purpose of the Agreement
  • General definitions
  • Lead scoring model
  • Lead response process and timeline
  • Lead nurturing program
  • Metrics / goals
  • Sales and marketing responsibilities
  • Review period
  • Term
  • Acceptance

Complementary Service Level Agreement for sales and marketing

Lead Liaison’s revenue generation software provides the technology to deliver many of the components of a Service Level Agreement; however, it’s a best practice to first develop a guideline for your lead management in the form of an Agreement. We understand every business is different. Small business, large businesses, different products, different markets, etc; but, we can agree most businesses are similar in a few regards. They lack efficient lead management processes and have misaligned sales and marketing teams. As a result, the “framework” of any Service Level Agreement is similar.

We took an opportunity to create a Service Level Agreement template to get you started. We will be posting the template shortly. The template will be accessible via this post. Please check back shortly.

We welcome your feedback, comments and suggestions. What else should be included in a Service Level Agreement between sales and marketing?

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37 replies
  1. Sandra Leinweber
    Sandra Leinweber says:

    I’m in the process of building an SLA and researching a lead management software site and stumbled upon your website. Would be interested in the sample SLA template you built as well as information on your software.

    thanks very much
    Sandra Leinweber

    Reply
    • ll-admin
      ll-admin says:

      Hello Sandra

      You bet! We’ll be in touch shortly with more information on both. We look forward to your feedback.

      Reply
    • ll-admin
      ll-admin says:

      Hi Steve, it looks like you’re working over the holidays! We’ll gladly send over the SLA template today. Stay tuned…

      Reply
  2. Paul
    Paul says:

    Hi, how did the template turn out? I’ve been tasked with building one for our company and would love to get a copy.

    Reply
    • ll-admin
      ll-admin says:

      Paul,

      The template is shaping up. We’ve gotten great feedback from our audience but we’re not going to stop collecting input. We’ll send the template your way. We welcome your input!

      Reply
  3. Tim
    Tim says:

    Hi,

    I am working on a agreement template between a lead generating group and my firm. Do you have a sample template that reflects this?

    THankyou

    Tim

    Reply
    • ll-admin
      ll-admin says:

      Thanks for the note Tim. One of our reps will get back with you shortly and provide you with our sales and marketing service level agreement. I hope it helps.

      Reply
  4. Kavitha
    Kavitha says:

    Hi,
    This is a good website.
    I’m preparing a SLA for Sales Team and Logistics on Sales Route Planning.We’ll be glad if you send over the SLA template.Thanks.

    Reply
  5. Kerry
    Kerry says:

    We have recently conducted a successful sales and marketing lead management summit. As an output from that meeting, we have agreed to the terms and content for our 1st SLA. I am currently in the process of formalizing the SLA document and I would appreciate an opportunity to reference your sample template. My deadline for completion is this Wednesday, August 29th.

    Reply
    • ll-admin
      ll-admin says:

      Hi Kerry – The SLA is on its way! We’d really appreciate any input you could provide. Many folks have contributed to the success of this document. Please don’t hesitate to send us your thoughts on what you like, don’t like, suggested additions, etc.

      Reply
  6. Dan
    Dan says:

    Could you send me the template please? We’re in the process of defining an SLA between our sales and marketing teams.

    Reply
    • ll-admin
      ll-admin says:

      Hey Dan, you bet. We’ll have someone reach out soon to get you the SLA. Please try to channel feedback back through us so we can continue to improve the document. Take care!

      Reply
    • ll-admin
      ll-admin says:

      Hi Doug! You bet, we’ll shoot it over shortly. We welcome any feedback you can provide. Our goal is to make this the best darn SLA ever!

      Reply
    • ll-admin
      ll-admin says:

      Hi Lanny – We wanted to follow up to make sure you received the SLA. What did you think of it? What would you add to it? What would you change?

      We really appreciate your input.

      Reply
    • Lead Liaison
      Lead Liaison says:

      Hi Tina,

      Thanks for dropping a line. One of our revenue experts will send you the SLA template soon. If you don’t mind dropping back and and leaving your comments here that would be great. We’ve gotten some good feedback so far and would love your perspective on the document. If you found it useful, not useful, critiques, corrections…anything!

      Reply

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