CMO · Template · Intermediate · Saves 40+ hours
Marketing-Sales SLA Template
A comprehensive SLA template defining commitments between marketing and sales teams.
What's included
- Lead definition agreement
- Lead quality criteria
- Response time commitments
- Feedback requirements
- Escalation procedures
- Performance metrics
Best used when
- Sales-marketing alignment
- New lead process implementation
- Performance issues between teams
- Quarterly SLA reviews
- New sales leadership onboarding
The template
The Template
LEAD DEFINITIONS
MQL Definition
| Criteria | Requirement |
|---|---|
| Demographic fit | [ICP match criteria] |
| Behavioral engagement | [Score threshold or actions] |
| Intent signals | [Required signals] |
| Exclusions | [Who's not an MQL] |
MQL = Meets ALL demographic criteria + behavioral threshold
SQL Definition
| Criteria | Requirement |
|---|---|
| Confirmed need | Prospect confirms pain/need |
| Budget | Confirmed or qualified |
| Authority | Decision-maker engaged |
| Timeline | Identified timeline |
SQL = MQL + BANT qualified by SDR/Sales
MARKETING COMMITMENTS
| Commitment | Target | Measurement |
|---|---|---|
| MQL volume | /month | MAP reporting |
| MQL quality (SQL conversion) | % | CRM |
| Lead data completeness | 100% required fields | MAP |
| Lead notification time | <5 minutes | MAP |
| Lead enrichment | Key fields enriched | MAP |
SALES COMMITMENTS
| Commitment | Target | Measurement |
|---|---|---|
| First response time | <4 hours (business) | CRM |
| MQL follow-up attempts | 6+ touches | CRM |
| Lead status updates | Within 48 hours | CRM |
| Feedback on lead quality | Weekly | Meeting |
| Disqualification reason | 100% documented | CRM |
ESCALATION PROCEDURES
| Issue | First Escalation | Second Escalation |
|---|---|---|
| Lead not followed up | SDR Manager | VP Sales |
| Lead quality dispute | MarOps | CMO + CRO |
| SLA breach | Weekly review | Executive review |
PERFORMANCE REVIEW
Weekly Review Agenda
- MQL volume vs. target
- SQL conversion rate
- Response time compliance
- Lead quality feedback
- Upcoming changes
Monthly Metrics Review
| Metric | Target | Actual | Status |
|---|---|---|---|
| MQL volume | |||
| MQL → SQL conversion | % | % | |
| Avg response time | hrs | hrs | |
| SQL → Opportunity | % | % |
Frequently asked questions
What is the Marketing-Sales SLA Template?
A comprehensive SLA template defining commitments between marketing and sales teams.
Who is the Marketing-Sales SLA Template for?
It is built for CMOs and their teams working on Marketing Operations. The AI coach adapts it to your company, stage, and goals.
How long does the Marketing-Sales SLA Template take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the template to your situation in minutes, then hand you a step-by-step plan.
Is the Marketing-Sales SLA Template free?
Yes. You can read the full template and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Marketing-Sales SLA Template?
The coach teaches you the framework, asks a few questions about your business, tailors the template to you, and gives you measurable next steps to execute.