A marketing and sales SLA (service level agreement) in some ways is like a marriage prenup. Only the goal is about how you work together rather than how you might split the assets if the relationship falls apart.
But then again, I believe a marriage prenup does that as well. If you can’t talk about money upfront and come to an agreement, the marriage is likely doomed. Creating the contract together tells you a lot about the other person. A lot about how your marriage will deal with finances in the future.
It isn’t really like the myth from the movies, where one person with more assets forces another person to sign. I suppose that idea comes from our reluctance at times to use contracts. And our even bigger aversion to power relationships.
A sales and marketing SLA defines lead handoff criteria, response times, and follow-up procedures between marketing and sales teams. They mitigate conflicts, enhance accountability, and uphold mutual commitments.
I recommend starting small and simple. Marketing will send sales X leads monthly, dispersed throughout the month. Sales will connect with the leads in Y days and qualify them for the next phase of the funnel.
The aim of an SLA is to foster transparency and collaboration. What is set out can be measured. And then discussed and refined if it isn’t working. It’s a starting point.
Like a really good prenup, a marketing and sales SLA establishes clear expectations and boundaries upfront, ensuring both teams are on the same page from the outset.
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