Download Sales and Marketing Service-Level Agreement Template Goals and

Sales and Marketing
Service-Level
Agreement Template
Goals and Objectives
This document outlines the standards and procedures for sales and marketing cooperation, to ensure
all leads are both properly vetted before being handed to sales, and engaged properly before being
disqualified. This SLA functions as a contract between the two departments, guaranteeing both follow
the agreed-upon rules for handling Marketing Qualified Leads (MQLs).
Stakeholders

Sales Leaders

Marketing Leaders

Sales Team

Marketing Team
Step 1: Define an MQL
Without a clear definition of a Marketing Qualified Lead, neither your sales nor marketing teams can
adequately function. Define an MQL based on clear, standardized qualities that relate to your ideal
customer profile.
For Example
An MQL should align with the ideal customer profile, including:

Industry

Company Size

Company Department

Job Title

Technological Compatibility

Engagement with Marketing Content
Step 2: Set a Marketing MQL Goal
How many MQLs must your marketing team provide to your sales team each month? Agree upon a
process for setting that MQL goal each month.
For Example
The Sales VP, CEO and Marketing VP work together to set a reasonable MQL goal each month. This
goal is based on:

Sales revenue goals

Marketing budget

Fully-ramped marketing employees

Past marketing goal achievement

Size of the sales team
Step 3: Standardize the MQL handoff
When a lead downloads a piece of marketing content, they become an MQL. Downloading specific
content is the trigger that assigns an MQL to a BDR. These inbound MQLs will be given equally to
each BDR as they come in.
Step 4: Set Minimum and Maximum MQL Numbers per Rep
How many MQLs can your BDR realistically engage with each day, week and month? Based on how
many BDRs are on your team and how many MQLs marketing generates each month, you should
assign a specific number of MQLs to each BDR.
For Example

Each BDR is Assigned 250 leads per month

Each BDR has a goal of 7% conversion.

Each BDR has a goal of about 18 opportunities generated per month.
Step 5: Sales Engagement Flow
Build out a workflow to outline exactly how sales reps should engage with those MQLs once they’re
handed over from marketing.
For Example
Each BDR commits to engaging by email or phone with every Inbound MQL within the first 7 days of
entering the sales pipeline, never allowing MQLs to go untouched. Each BDR agrees to prospect
within the account, searching for additional contacts within the lead’s company to engage.
Then, every BDR must follow the Inbound MQL Engagement flow, which details every step in the
process from MQL to an Opportunity Sourced.
Step 6: Track Sales Performance Metrics
As an MQL moves down the sales pipeline, how effectively does the sales team engage and convert
that lead? Track the metrics that measure overall performance and set goals for each metric.
For Example

The BDR team’s rate of MQL: Opportunity Sourced

The rate of Meetings Booked: Opportunity Sourced

The rate of Opportunities Sourced: Deals Closed
Step 7: Measure MQL Performance Metrics
Though the handoff of leads from marketing to sales is complete, you still have to measure the
performance of marketing’s efforts at the start of the process. The marketing team needs feedback on
the quality of the leads they are passing to sales.
For Example

At what rate did the MQLs generated last month by marketing convert into deals?

Which marketing campaigns generated the highest number of deals down the funnel?

Does marketing need to increase either the quantity or quality of leads next month?
Periodic Updates to the SLA
Every X months, the two departments will meet and review the existing SLA. The Sales Leader is
responsible for setting this meeting every X months. At this time, both teams will propose any
additions or changes to the document. Any future changes to the SLA must be approved by all
stakeholders before becoming part of the new SLA.
Your Company’s
Sales and Marketing
Service-Level
Agreement
Goals and Objectives
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Stakeholders
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MQL Definition
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Marketing MQL Goal
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MQL Handoff
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Maximum and Minimum MQL Numbers per Rep
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Sales Engagement Flow
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Sales Performance Metrics
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MQL Performance Metrics
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Periodic Updates to the SLA
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Signatures of Stakeholders Below
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