What Is SLA (Service Level Agreement)?
A documented agreement between marketing and sales defining lead handoff rules and response times.
In demand gen, an SLA (Service Level Agreement) is a formal document that defines the commitments between marketing and sales. Marketing commits to delivering a certain number of qualified leads per month. Sales commits to following up on those leads within a defined timeframe and providing feedback on lead quality.
A typical demand gen SLA includes: MQL definition (scoring criteria and threshold), lead volume targets by month, response time requirements (e.g., contact within 4 hours), follow-up requirements (e.g., minimum 3 outreach attempts), feedback mechanisms (e.g., disposition codes for rejected leads), and regular review cadence (monthly or quarterly).
SLAs matter because without them, the marketing-sales relationship devolves into blame. Sales says marketing sends bad leads. Marketing says sales does not follow up. An SLA creates shared accountability with measurable standards that both teams agree to uphold.
The best SLAs are living documents that evolve based on data. If the MQL definition is generating leads that sales consistently rejects, adjust the definition. If response time targets are unrealistic, recalibrate. The SLA should be reviewed and updated at least quarterly, with both marketing and sales leadership at the table.
Frequently Asked Questions
What should a marketing-sales SLA include?
MQL definition and scoring criteria, monthly lead volume commitments, response time requirements, follow-up attempt minimums, lead disposition codes for feedback, and a review schedule. Both sides should have measurable commitments.
How often should the SLA be reviewed?
Review quarterly at minimum. Use data on conversion rates, rejection rates, and response times to inform updates. If the business changes significantly (new product, new market), review immediately.
What happens when the SLA is not met?
Define escalation paths upfront. If marketing misses lead volume targets, they should communicate a recovery plan. If sales misses response time targets, management should address it directly. The SLA only works if there are consequences for missing it.