Sales and Marketing Service-Level Agreement

Template

Goals and ObjectivesThis document outlines the standards and procedures for sales and marketing cooperation, to ensure all leads are both properly vetted before being handed to sales, and engaged properly before being disqualified. This SLA functions as a contract between the two departments, guaranteeing both follow the agreed-upon rules for handling Marketing Qualified Leads (MQLs).

Stakeholders Sales Leaders Marketing Leaders Sales Team Marketing Team

Step 1: Define an MQLWithout a clear definition of a Marketing Qualified Lead, neither your sales nor marketing teams can adequately function. Define an MQL based on clear, standardized qualities that relate to your ideal customer profile.

For ExampleAn MQL should align with the ideal customer profile, including:

Industry Company Size Company Department Job Title Technological Compatibility Engagement with Marketing Content

Step 2: Set a Marketing MQL GoalHow many MQLs must your marketing team provide to your sales team each month? Agree upon a process for setting that MQL goal each month.

For ExampleThe Sales VP, CEO and Marketing VP work together to set a reasonable MQL goal each month. This goal is based on:

Sales revenue goals Marketing budget Fully-ramped marketing employees Past marketing goal achievement Size of the sales team

Step 3: Standardize the MQL handoff When a lead downloads a piece of marketing content, they become an MQL. Downloading specific content is the trigger that assigns an MQL to a BDR. These inbound MQLs will be given equally to each BDR as they come in.

Step 4: Set Minimum and Maximum MQL Numbers per Rep How many MQLs can your BDR realistically engage with each day, week and month? Based on how many BDRs are on your team and how many MQLs marketing generates each month, you should assign a specific number of MQLs to each BDR.

For Example Each BDR is Assigned 250 leads per month Each BDR has a goal of 7% conversion. Each BDR has a goal of about 18 opportunities generated per month.

Step 5: Sales Engagement Flow Build out a workflow to outline exactly how sales reps should engage with those MQLs once they’re handed over from marketing.

For ExampleEach BDR commits to engaging by email or phone with every Inbound MQL within the first 7 days of entering the sales pipeline, never allowing MQLs to go untouched. Each BDR agrees to prospect within the account, searching for additional contacts within the lead’s company to engage.

Then, every BDR must follow the Inbound MQL Engagement flow, which details every step in the process from MQL to an Opportunity Sourced.

Step 6: Track Sales Performance Metrics As an MQL moves down the sales pipeline, how effectively does the sales team engage and convert that lead? Track the metrics that measure overall performance and set goals for each metric.

For Example The BDR team’s rate of MQL: Opportunity Sourced The rate of Meetings Booked: Opportunity Sourced The rate of Opportunities Sourced: Deals Closed

Step 7: Measure MQL Performance MetricsThough the handoff of leads from marketing to sales is complete, you still have to measure the performance of marketing’s efforts at the start of the process. The marketing team needs feedback on the quality of the leads they are passing to sales.

For Example At what rate did the MQLs generated last month by marketing convert into deals? Which marketing campaigns generated the highest number of deals down the funnel? Does marketing need to increase either the quantity or quality of leads next month?

Periodic Updates to the SLAEvery X months, the two departments will meet and review the existing SLA. The Sales Leader is responsible for setting this meeting every X months. At this time, both teams will propose any additions or changes to the document. Any future changes to the SLA must be approved by all stakeholders before becoming part of the new SLA.

Your Company’sSales and

Marketing Service-Level Agreement

Goals and Objectives

Stakeholders

MQL Definition

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Marketing MQL Goal

MQL Handoff

Maximum and Minimum MQL Numbers per Rep

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Sales Engagement Flow

Sales Performance Metrics

MQL Performance Metrics

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Periodic Updates to the SLA

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