Service Level Agreement (SLA)

For marketers, an SLA (Service Level Agreement) serves as a formal agreement between a company’s sales and marketing teams, outlining mutual expectations. The Marketing SLA specifies the desired lead quantity and quality expected by Sales from Marketing efforts. Conversely, the Sales SLA outlines Marketing’s expectations for Sales regarding the depth and frequency of follow-ups on qualified leads.


An example of a Service Level Agreement (SLA) might involve a company’s IT department promising to respond to support tickets within 24 hours, to resolve 90% of issues within 48 hours.