Sales-Marketing Alignment Playbook

ALIGNMENT FRAMEWORK

Alignment Assessment

ALIGNMENT ASSESSMENT CHECKLIST

SHARED DEFINITION:
☐ Lead definition agreed upon
☐ MQL criteria documented
☐ SQL criteria documented
☐ Opportunity criteria agreed
Score: ___/4

PROCESS ALIGNMENT:
☐ Handoff process documented
☐ SLAs in place
☐ Routing rules clear
☐ Feedback loops exist
Score: ___/4

METRICS ALIGNMENT:
☐ Shared revenue goal
☐ Funnel metrics tracked
☐ Attribution model agreed
☐ Regular reporting cadence
Score: ___/4

COMMUNICATION:
☐ Regular alignment meetings
☐ Shared Slack channel
☐ Executive alignment
☐ Joint planning sessions
Score: ___/4

TOTAL ALIGNMENT SCORE: ___/16

Alignment Maturity Levels

Level	Score	Description
1 - Misaligned	0-4	Silos, blame, confusion
2 - Coordinated	5-8	Some process, limited trust
3 - Aligned	9-12	Shared metrics, regular comm
4 - Integrated	13-16	True partnership

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SLA FRAMEWORK

Marketing → Sales SLA

MARKETING-TO-SALES SLA

MARKETING COMMITS TO:
☐ Deliver _____ MQLs per month
☐ MQLs meet qualification criteria
☐ Lead data is complete (95%+)
☐ Leads routed within 5 minutes
☐ Provide engagement history

QUALITY STANDARD:
MQLs must meet:
☐ Fit score ≥ _____
☐ Engagement score ≥ _____
☐ No disqualifying criteria

MEASUREMENT:
• Volume tracked weekly
• Quality reviewed monthly
• Adjustments quarterly

Sales → Marketing SLA

SALES-TO-MARKETING SLA

SALES COMMITS TO:
☐ Follow up within _____ hours
☐ Minimum _____ touches
☐ Update lead status within 48 hrs
☐ Provide disposition reason
☐ Document feedback on lead quality

MEASUREMENT:
• Speed to follow-up tracked
• Touch compliance monitored
• Status updates audited
• Monthly SLA review

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FEEDBACK LOOPS

Lead Feedback Process

Feedback Type	Frequency	Owner	Action
Weekly quality review	Weekly	Sales Ops	Share patterns
Win/loss feedback	Per deal	Sales	Send to Marketing
Campaign feedback	Monthly	Marketing	Share with Sales
Joint review	Monthly	Both	Alignment meeting

Feedback Template

LEAD QUALITY FEEDBACK

Lead/Opportunity: _______________
Source: _______________
Outcome: ☐ Won ☐ Lost ☐ Disqualified

QUALITY ASSESSMENT:
☐ Right title/role
☐ Right company profile
☐ Real business need
☐ Budget exists
☐ Timeline realistic

FEEDBACK:
What worked: _______________
What was missing: _______________
Recommendation: _______________

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ALIGNMENT RITUALS

Meeting Cadence

Meeting	Frequency	Attendees	Focus
Pipeline review	Weekly	Ops + Leads	Numbers, issues
Campaign review	Bi-weekly	Marketing + SDR	Lead quality
Alignment review	Monthly	Leadership	SLA, strategy
Planning	Quarterly	All	Goals, campaigns

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