Beyond the Basics: SLAs That Strengthen Sales and Marketing Alignment

SLAs (Service Level Agreements) related to shared goals, the number of leads, and the time it takes to follow up are important, but they’re not the only SLAs that should be agreed upon by sales and marketing. For truly effective alignment, there are additional SLAs that go deeper into the processes and expectations between these teams. Here are a few that are critical to creating a seamless partnership and maximizing efficiency.

1. Data That is Captured and Delivered When Leads Are Passed to Sales

One often overlooked SLA is specifying the data that must accompany a lead when it’s handed over to sales. To ensure a smooth transition and improve follow-up effectiveness, marketing and sales should agree on a standard set of data points. These might include:

• Contact information (name, email, phone, company, title)

• Lead source (e.g., campaign, referral, organic search)

• Engagement history (e.g., downloads, webinar attendance, email clicks)

• Lead score and criteria used to determine it

Establishing this SLA minimizes confusion, ensures sales reps have the context they need, and prevents leads from falling through the cracks.

2. Data Points Gathered During Discovery Calls

While marketing provides initial data, sales contributes valuable insights during discovery calls. An SLA should define the specific data points sales must capture and record in the CRM after these interactions. Examples include:

• Customer pain points and challenges

• Buying authority and decision-making timeline

• Budget and potential objections

• Competitors being considered

This information is invaluable for refining marketing efforts and nurturing strategies, creating a more cohesive customer journey.

3. Defining Disqualified Leads vs. Leads Requiring Further Nurturing

Not every lead will be ready to buy, and some may not be a good fit at all. An SLA should clearly define:

• Disqualified Leads: Leads that do not meet the minimum criteria (e.g., wrong industry, no budget) and will be removed from the pipeline.

• Leads Requiring Nurturing: Leads that are not sales-ready but show potential (e.g., expressed interest but lack urgency) and should be returned to marketing.

Having these definitions ensures that leads are categorized consistently and handled appropriately.

4. When a “Nurtured” Lead Should Be Re-Sent to Sales

Leads that re-engage after nurturing campaigns need a clear path back to sales. An SLA should specify:

• What actions qualify a nurtured lead for re-evaluation (e.g., responding to a follow-up email, attending a demo)

• The process for notifying sales of re-engaged leads (e.g., automated alerts via CRM)

• Expectations for follow-up timelines once the lead is reassigned

This SLA ensures nurtured leads don’t linger in limbo and receive timely attention when they re-enter the buying cycle.

5. Feedback on Lead Quality

To improve alignment and results over time, an SLA should include how and when sales provides feedback on lead quality. Regular feedback loops help marketing:

• Refine targeting and messaging

• Adjust scoring models

• Optimize campaign performance

Set expectations for feedback cadence (e.g., weekly, bi-weekly) and establish a process for tracking common issues.

6. Content Utilization and Effectiveness

Sales relies on marketing to provide high-quality content, and an SLA should outline expectations for:

• The types of content sales needs (e.g., case studies, email templates, one-pagers).

• How sales will report on the effectiveness of these assets

• A feedback loop for requesting new or updated content

This ensures marketing’s efforts are directly aligned with sales’ needs, leading to better results.

Why These SLAs Matter

Adding these additional SLAs to your alignment strategy builds a more comprehensive partnership between sales and marketing. By clarifying processes and expectations beyond the basics, both teams can:

• Reduce inefficiencies.

• Improve lead quality and follow-up success.

• Drive better results for the business.

Conclusion

If you’re ready to take your sales and marketing alignment to the next level, don’t stop at just the basics. Establishing SLAs around data capture, lead management, and feedback loops ensures both teams stay accountable and focused on shared success.

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