What is an SLA in marketing and sales?
An SLA, or service-level agreement, in marketing and sales is a written agreement between the two teams on what each will deliver. Marketing commits to a lead volume and quality, and sales commits to following up within a set time.
Last reviewed .
What goes into the agreement
Marketing's side usually covers lead definitions, how many qualified leads it will provide, and what information each lead includes. Sales' side covers how quickly it will contact leads and how it will record the outcome.
Why teams use one
An SLA replaces vague expectations with clear, measurable commitments. It reduces arguments about lead quality and makes sure leads don't sit untouched.
It also gives you something to measure, such as the share of leads contacted within the agreed time.
Making it work
Build the agreement with both teams so the targets are realistic. Review the numbers regularly and adjust, because an SLA nobody checks stops meaning anything.
Common questions
What does SLA stand for?
SLA stands for service-level agreement. It's a commitment about the level of service one party provides to another, often with measurable targets.
What's a sales and marketing SLA?
It's an internal agreement between marketing and sales about lead handoff. It sets out what counts as a qualified lead and how fast sales will respond.
How is an SLA different from a KPI?
A KPI is a measure of performance. An SLA is an agreement that commits teams to targets, and those targets are often tracked with KPIs.
What should happen when an SLA is missed?
Agree on the response in advance, such as escalating the lead or reassigning it. Then review why it happened and fix the cause.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.