It’s 2025. Your sales and marketing teams are powered by data, automation, and a shared mission. But even with all the tech in the world, things can feel… out of sync. Leads slip through the cracks. Fingers get pointed. Sound familiar?
That’s where Sales and Marketing SLAs come into play. These aren’t just corporate buzzwords. SLAs – or Service Level Agreements – are the glue that keeps your sales and marketing teams moving in the same direction.
So… what exactly is an SLA?
Put simply, a Sales and Marketing SLA is a set of expectations. It’s a contract between the two teams. Not a legal one – but a practical one.
Each team commits to what they will deliver – and when.
- Marketing commits to the number and quality of leads.
- Sales commits to the speed and method of following up on those leads.
It’s like a promise. A handshake. But one you can track on a spreadsheet.
Why bother with an SLA?
Glad you asked. Here’s what an SLA can help you achieve:
- Clear communication between teams.
- Accountability – everyone knows their role.
- Fewer dropped leads (and more closed deals).
- Better forecasting and performance tracking.
With a strong SLA in place, no one is left guessing what to do next. Everyone plays a part, and everything becomes more… human.
Setting up your first SLA
It doesn’t have to be a big production. In fact, simple SLAs are often the strongest. Here’s how you can build one in just a few steps:
- Define what a lead is. Not just any lead – but a qualified one. Maybe they downloaded a whitepaper. Maybe they booked a demo. Get agreement on what counts.
- Set response times. Sales should commit to contacting each lead within a certain time. 5 minutes? 24 hours? Make it doable – but not lazy.
- Agree on quantity. Marketing commits to delivering, say, 100 qualified leads a month. Sales agrees to follow up on all of them.
- Review and optimize. Every month, check the numbers. How many leads were passed on? How many converted?
Make it measurable
Data is everything. Vague promises like “more leads” or “better follow-up” don’t help anyone.
So track the right KPIs:
- Lead volume – How many MQLs (Marketing Qualified Leads) are being handed over?
- Lead response time – How quickly is sales reaching out?
- Lead quality – What’s the conversion rate from MQL to SQL (Sales Qualified Lead)?
- Revenue impact – Which leads closed into deals?
When both teams have access to these numbers, magic happens. Transparency builds trust.
Automation boosts SLAs
Let’s be real. People forget things. But CRMs and marketing platforms don’t.
Use tools like HubSpot, Salesforce, or ActiveCampaign to automate lead handoffs. Set up triggers. Define workflows.
Example:
- Lead downloads a pricing guide ⇒ Becomes an MQL
- CRM sends instant notification to sales rep
- Sales rep replies with a meeting invite within 2 hours
When your SLA is woven into your workflows, it doesn’t feel like micromanagement. It just feels like… your company working properly.
Keep it human
Wait, should teams only talk through dashboards now? No way.
Hold regular ‘Smarketing’ meetings – short, sweet huddles where sales and marketing can share feedback, insights, and yes, a little venting too.
These huddles help to:
- Refine what’s working and what’s not
- Work out the “why” behind missed goals
- Celebrate wins together
An SLA should not be a wall. It’s a bridge. A channel that keeps the conversation flowing and the teams growing stronger together.
Common mistakes to avoid
Your first SLA might not be perfect. But avoid these pitfalls:
- One-sided agreements – The SLA should have give and take. It’s not just marketing’s job to feed sales.
- Unrealistic goals – Don’t commit to things no one can deliver. Better to start simple and win small.
- Micromanaging – Check in regularly, but don’t turn your SLA into a surveillance tool.
Future-proofing your SLA (2025 and beyond)
As AI and automation evolve, your SLA will evolve too.
Tools will get smarter. Data flows will be smoother. But human alignment will always be essential. Tech supports the strategy – not the other way around.
So here’s your cheat sheet for future-proof SLAs:
- Keep it dynamic – Revise monthly or quarterly.
- Use visual reporting – Dashboards make things easier to digest.
- Make room to scale – As your team grows, make sure your SLA grows with it.
The wrap-up
SLAs are more than numbers on a slide. They’re agreements between people who want to win together.
And when done right, they change everything.
Marketing feels heard. Sales feels supported. Customers feel the difference. Revenue grows. Morale lifts.
All because two teams decided to stop pointing fingers and start shaking hands.
If you don’t have a Sales and Marketing SLA yet – you’re not behind. You’re just ready to get ahead.
Your mission for 2025: Draft your SLA. Keep it simple. Review it often. And let your teams shine – together.
